Founder Chris Venable, co-founder Dustin McIntosh, and co-owner Matt Cox

FIELD CAMO INNOVATION

FIELD AND STREET

HUNT READY

MEET THE FOUNDERS

CHRIS VENABLE

Founder

Chris Venable started LIMITS® with a simple idea: outdoor gear should feel connected to the country it comes from.

As a hunter and outdoorsman from Southeast Missouri, Chris saw an opportunity to build something more personal than another standard camo brand. He began capturing the real textures of the field through photography, then turned that visual record into the Cocodrie and Field & Timber camo patterns that define LIMITS® today.

For Chris, the brand is about more than apparel. It is about building gear that carries the story of the places hunters return to season after season.

DUSTIN MCINTOSH

Co-Founder

Dustin McIntosh helped shape LIMITS® around the people who live the outdoor life every day — hunters, anglers, families, friends, and weekend crews who move from the field to the water to wherever the day takes them next.

His role in the brand reflects a practical belief: outdoor apparel should be comfortable, useful, and honest. It should work in real conditions, but still feel natural after the hunt is over.

LIMITS® was built for that kind of life.

MATT COX

Co-Owner

Matt Cox brings the same field-first mindset to LIMITS® — a belief that the best outdoor brands are built from experience, not trends.

As co-owner, Matt helps carry the brand forward with a focus on gear that feels authentic to the people who wear it. Not overbuilt for show. Not styled to imitate the outdoors. Just straightforward apparel made for those who know what it means to spend time outside.

LIMITS® FOUNDERS

BUILT BY HUNTERS. ROOTED IN REAL COUNTRY.

LIMITS® did not start as another outdoor clothing idea. It started with hunters who wanted gear that felt true to the places they actually hunt, fish, work, and live.

Born out of Southeast Missouri, around Cape Girardeau, LIMITS® was built by people who know early mornings, muddy fields, timber lines, boat ramps, flooded bottoms, long drives, camp talk, and the kind of outdoor life that does not end when the season does.

Founder Chris Venable, co-founder Dustin McIntosh, and co-owner Matt Cox created LIMITS® for people who do not just wear outdoor gear. They live in it.

This is gear for the blind, the water, the field, the truck, the cabin, the weekend, and the everyday.

CAMO WITH A STORY

The heart of LIMITS® starts in the field.

Chris Venable created the brand’s Cocodrie and Field & Timber camo patterns from his own hunting-country photography — capturing real texture, shadow, water, timber, marsh, bark, and broken cover from the places hunters know best.

That is what makes LIMITS different.

The camo was not built from generic shapes or copied from the category. It was built from real places, real conditions, and a hunter’s eye for how cover actually works.

Every pattern carries depth, grit, and purpose — because it started where hunters live the pursuit.

LIMITS® FOUNDERS

WHY LIMITS® EXISTS

LIMITS® exists because the outdoors is not one place, one season, or one kind of person.

It is the hunter waiting on first light.
The angler launching before sunrise.
The family heading to camp.
The friend group loading the truck.
The everyday wearer who still feels tied to the field, even in town.

That is the space LIMITS® was built for.

From founder-created camo to everyday outdoor essentials, every piece is made to carry the pursuit forward — from the blind to the water to the everyday.

BUILT FROM THE PLACES WE HUNT

LIMITS® is not trying to be the loudest brand in the outdoor world.

It is trying to be one that feels real.

  • Real camo.
  • Real country.
  • Real people behind it.
  • Real gear for the way hunters, anglers, and outdoor families actually live.

That is the story behind the brand.

And it is only the beginning.

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