First Lite – D2C Ranking & Growth Metrics
Technical merino wool hunting apparel and gear for specific game pursuits.
Last updated · August 2026 edition · method v1.2
First Lite ranks #63 of 312 D2C brands in the August 2026 edition and #16 of 63 in Apparel, up 11 places on last month. We estimate First Lite's revenue is shrinking year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in November and October. Among apparel brands selling hunting apparel, its closest competitor is Kryptek (#201).
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.
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 First Lite is today: #63 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 First Lite's revenue growing?
We estimate First Lite's revenue is shrinking year on year (high confidence). Branded search is steady and site traffic is declining sharply 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 First Lite growing?
First Lite's Momentum score is 39.8, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is declining sharply over the same 12 months. Since September 2025 it has moved from #47 to #63 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About First Lite
First Lite makes technical hunting apparel and gear, including merino wool baselayers, insulated jackets, pants, camouflage clothing, packs, footwear and accessories. Products are organised around specific pursuits such as whitetail, western big game, waterfowl and turkey hunting, with kits and clothing systems tailored to different seasons and weather conditions, from hot-weather scouting to frigid-weather stand hunting. The range covers men's and women's lines as well as general fieldwear and logowear.
The brand is positioned around merino wool layering and proprietary camouflage patterns, marketing its clothing as technical systems built for particular hunting scenarios rather than generic outdoor wear. First Lite sells direct to consumers through its own website, offering kit builders, seasonal collections and a retailer locator for customers who prefer to buy in person. It also operates its own retail stores and describes involvement in conservation activities alongside its product offering.
First Lite branded search volume
How often people search for First Lite 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 steady. Demand is seasonal, peaking in November and October and lowest in June.
First Lite's audience, products and channels
Social audience
- Instagram firstlitehunting 411,074
Followers as shown on each platform, end of August 2026.
Products
- Products in store351
- New in the last 90 days33
- Typical priceUS$130
- Price rangeUS$1 – US$1,150
From First Lite's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, the US and Australia.
Ecommerce stack
- Email & SMSKlaviyo
- ReviewsJudge.me
- Customer serviceGorgias
- TrackingGoogle Tag Manager
Tools detected on firstlite.com; detection covers common apps and may miss some.
First Lite competitors
The apparel brands closest to First Lite: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Technical hunting apparel and camouflage gear rooted in tactical military design.
Technical hunting apparel, packs and gear for field conditions.
Technical cycling apparel with a contemporary design aesthetic
British-made waterproof jackets, fleeces and footwear for hiking and mountaineering
National park-inspired apparel and gear that gives back to public lands.
First Lite vs Kryptek
First Lite leads on both size and growth: Scale 56.4 against 37.5, and Momentum 40 against 39. See Kryptek's page.
| August 2026 | First Lite | Kryptek |
|---|---|---|
| Overall rank | #63 | #201 |
| Apparel rank | #16 | #45 |
| Scale (size) | 56.4 | 37.5 |
| Momentum (growth) | 39.8 | 38.7 |
| Branded search | 61 | 30 |
| Site traffic | 44 | 29 |
| Social audience | 65 | 56 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
First Lite: common questions
What does First Lite sell?
Technical merino wool hunting apparel and gear for specific game pursuits. Known for: Merino wool baselayers, Camouflage hunting apparel, Insulated jackets and vests, Hunting packs and bags and Whitetail and western big game kits.
Where is First Lite from?
First Lite is based in United States.
Where can you buy First Lite?
First Lite sells through its own online store and selected retailers. Its online store is at firstlite.com.
Is First Lite's revenue growing?
We estimate First Lite's revenue is shrinking year on year (high confidence). Branded search is steady and site traffic is declining sharply 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 First Lite's competitors?
First Lite's closest competitors in the Apparel category are Kryptek, Badlands, Pas Normal Studios and Berghaus.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.