Filson – D2C Ranking & Growth Metrics
Rugged outdoor clothing, bags and accessories made from durable fabrics.
Last updated · August 2026 edition · method v1.3
Filson ranks #16 of 312 D2C brands in the August 2026 edition and #6 of 63 in Apparel, up 1 place on last month. We estimate Filson's revenue is shrinking year on year (high confidence). Branded search is declining over the past year, with a seasonal peak in November and December. Among apparel brands selling outdoor workwear, its closest competitor is RevolutionRace (#13).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Filson is today: #16 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Filson's revenue growing?
We estimate Filson's revenue is shrinking year on year (high confidence). Branded search is steady and site traffic is declining year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Filson growing?
Filson's Momentum score is 39.4, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is declining over the same 12 months. Since September 2025 it has moved from #9 to #16 overall. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Filson
Filson makes outdoor clothing, bags and accessories for men and women, sold through its own stores and website as well as physical retail locations. The range includes outerwear such as waxed and wool jackets, shirts, denim, pants, bags and luggage, and gear including knives, drinkware, blankets and hats. Products are built around signature fabrics such as Mackinaw wool, tin cloth, rugged twill and flannel, with a line specifically labelled as made in the USA.
The brand serves outdoor and workwear customers, including those pursuing hunting and fishing, with dedicated sportsman categories covering base layers and rain gear. Filson positions itself around durable, functional clothing and bags rather than fashion trends, selling directly to consumers online with free shipping over a stated threshold, alongside a network of physical stores. The catalogue spans men's and women's apparel, bags, accessories and home-oriented field and cabin items such as candles and dog products.
Filson branded search volume
How often people search for Filson by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining; the last three months, compared with the same months a year earlier, are steady. Demand is seasonal, peaking in November and December and lowest in June.
Filson's audience, products and channels
Social audience
- Instagram filson1897 696,552
- TikTok filsonlife 29,700
- YouTube filson 27,800
Also on Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store1,000+
- New in the last 90 days217
- Typical priceUS$139
- Price rangeUS$1 – US$1,299
From Filson's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, the US, Australia and Sweden.
Ecommerce stack
- Email & SMSKlaviyo
- ReviewsYotpo
- SearchSearchspring
Tools detected on filson.com; detection covers common apps and may miss some.
Filson competitors
The apparel brands closest to Filson: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Scandinavian outdoor clothing, footwear and gear sold direct online
Technical outdoor apparel and gear for hiking, skiing, mountaineering and travel.
British outdoor clothing and accessories made from recycled and organic materials.
Outdoor and lifestyle apparel for men and women, including performance and casual clothing.
British-made waterproof jackets, fleeces and footwear for hiking and mountaineering
Filson vs RevolutionRace
RevolutionRace leads on both size and growth: Scale 67.3 against 66.9, and Momentum 46 against 39. See RevolutionRace's page.
| August 2026 | Filson | RevolutionRace |
|---|---|---|
| Overall rank | #16 | #13 |
| Apparel rank | #6 | #4 |
| Scale (size) | 66.9 | 67.3 |
| Momentum (growth) | 39.4 | 45.8 |
| Branded search | 72 | 85 |
| Site traffic | 57 | 39 |
| Social audience | 72 | 80 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Filson: common questions
What does Filson sell?
Rugged outdoor clothing, bags and accessories made from durable fabrics. Known for: Waxed jackets, Wool jackets, Tin cloth workwear, Bags and luggage and Field & Cabin accessories.
Where is Filson from?
Filson is based in United States.
Where can you buy Filson?
Filson sells through its own online store and selected retailers. Its online store is at filson.com.
Is Filson's revenue growing?
We estimate Filson's revenue is shrinking year on year (high confidence). Branded search is steady and site traffic is declining year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Filson's competitors?
Filson's closest competitors in the Apparel category are RevolutionRace, Outdoor Research, Passenger and KÜHL.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.