Strafe

Strafe in the index

In the August 2026 edition, Strafe ranks #181 of 184 brands overall and #60 of 60 in Apparel. Its Scale score is driven most by social audience, with branded search demand its relatively weakest signal. Over the past year, branded search is declining, with a seasonal peak in December and January, and site traffic is steady. It has no Momentum score yet: Momentum is published once a brand passes 5,000 monthly branded searches.

About Strafe

Strafe Outerwear designs technical apparel for skiing, riding and other mountain pursuits, with a growing range that also extends into cycling and trail layers for warmer months. The company was founded by twin brothers John and Pete Gaston, whose obsession with Aspen Highlands' Highland Bowl led them to develop apparel suited to hiking, skiing and moving efficiently across variable mountain conditions. Products include jackets, pants and bibs, mid-layers and baselayers, built using technical fabrics and constructions intended for breathability, weather protection and mobility.

The brand is athlete-owned and based in Aspen, Colorado, at the foot of the Aspen Highlands ski resort, where it also maintains a showroom. Strafe sells direct to consumers through its own website, organised into men's and women's winter and summer collections, alongside a network of retail partners. It positions itself around authenticity tied to its mountain-town origins, targeting skiers, riders and other outdoor enthusiasts seeking purpose-built, performance-oriented gear.