Field & Stream Licenses Co. has secured Graj + Gustavsen (G+G), a New York strategic /creative branding firm, to develop an updated brand platform for the 137-year old brand. G+G recently helped Field & Stream conclude a major license agreement with Dick's Sporting Goods covering covers fishing, hunting, and camping gear, as well as technical apparel. 


“G+G’s experience with heritage lifestyle brands along with their licensing and retail experience made them ideal candidates for this project,” said Mike Tewey of Field & Stream Licenses Co., “Their approach helped us to bring the brand to life and paint a picture of the world of Field & Stream.”

Field & Stream Licenses Company, which has the rights to the Field & Stream trademark in 115 U.S. and international categories, is owned by a private investment group led by Mike Tewey, Larry Martin, and Barry Sternlicht of Starwood Capital Partners. Field & Stream is also pursuing additional licensing opportunities with manufacturers and retailers in the categories of apparel, accessories, home, and pet products. In addition, the company will open its first two Field & Stream Lifestyle Resorts in Islamorada, Florida, and Mammoth lakes, California.