From Bozeman With Grit: How Mike & Jon Edwards Are Blending Heritage, Innovation, and Family at Schnee’s and Duckworth

In Bozeman, Montana — a town known as much for its elk herds and snowy peaks as its outsized influence in the hunting industry — two names are leading a quiet revolution in American-made outdoor gear: Mike and Jon Edwards.

Father and son. CEO and marketer. Boot builder and wool wrangler. Together, they’re helping steer two legacy brands — Schnee’s and Duckworth — into a future that respects craftsmanship, champions domestic manufacturing, and invites a new generation into the outdoor lifestyle.

A Foundation Built on Boots

Schnee’s is synonymous with serious hunting footwear — pack boots with rubber bottoms and leather uppers designed to stand up to subzero mornings and high-country treks. But as Mike explains, that’s just the start:

“We’ve sort of been building the best hunting boots in the world across several categories. Whether you’re heading out on a sheep hunt or upland deer, we’ve got you covered.”

The Edwards family took the reins of Schnee’s about 20 years ago, but the building in downtown Bozeman has been a retail staple since 1946. Inside, tradition meets evolution. Many of their PAC boots are still handcrafted in Bozeman — led by Karine, who has personally been making Schnee’s boots for nearly 40 years — while their mountaineering-grade models are manufactured in northern Italy’s Dolomite region, where generations of expertise meet rigorous design.

“If I could wave a magic wand, sure, I’d make everything in Bozeman,” Jon says. “But there’s value in specialization — and it’s about quality first.”

Duckworth: Made in America, From Sheep to Shirt

Then there’s Duckworth, a brand Jon co-founded with an ambitious mission: to create the only 100% American-made merino wool apparel company, from the sheep to the shelf.

Working closely with the Helle family, fifth-generation Montana sheep ranchers, Duckworth processes raw wool from high-elevation herds and oversees every stage of yarn, fabric, and garment production — all within the U.S.

“It’s a vertically integrated supply chain,” Jon explains. “From ranch to yarn to finished apparel, it’s all domestic. That’s rare, and we’re proud of it.”

Duckworth gear ranges from technical sun hoodies to wool-insulated jackets, all designed to thermoregulate, resist odor, and endure tough conditions. It’s a system designed for longevity and performance, not just trend.

Reshoring and the Future of U.S. Manufacturing

In today’s volatile trade climate, the Edwardses have strong opinions about tariffs, reshoring, and the economic realities of building gear in the U.S.

“We stand hard for Made in America — to the extent humanly possible,” Jon says. “Tariffs are complicated, but ultimately, they help American manufacturing survive. That matters.”

Despite rising costs, Schnee’s hasn’t raised prices — a move Jon attributes to principle, not politics.

“It’s tough out there. We’re not about passing that burden on to our customers.”

The Bozeman Effect

Bozeman has become a magnetic hub for outdoor brands: OnX, Sitka, Stone Glacier, Mystery Ranch — and of course, Schnee’s and Duckworth. Jon attributes it to geography and grit. With wildlife, terrain, and a strong conservation ethic, Bozeman breeds builders.

“We’re blessed with natural resources and a critical mass of outdoor leaders. But we’re also blessed with a community that shows up when it counts.”

Mike agrees, noting that events like Tough Fest and the return of the historic Stockman Saloon (now in their retail space) help cement Schnee’s as more than a gear brand — it’s becoming a lifestyle anchor downtown.

A Family Business in a Corporate World

While many outdoor brands have gone corporate or been acquired, the Edwards family remains at the helm — both figuratively and literally.

Mike leads marketing. Jack, his brother, is on the tools building out the new food & beverage space. Their sister helps with customer service. The result is a grounded, service-first culture.

“At the end of the day, it’s about building a great boot at a fair price,” Jon says. “And obsessing over our customers.”

That approach has earned Schnee’s loyal fans — from western big game hunters to style-forward downtown locals. It also attracted high-profile collaborators like Remi Warren, Mountain Tough, and The Scout Arms team, now manufacturing firearms on Main Street Bozeman.

Hunting, Heritage, and the Path Ahead

For the Edwardses, the future of the outdoor industry lies in finding balance — between public and private land, imports and reshoring, performance and ethics.

Jon puts it bluntly:

“Don’t let this become tribal — public land vs. private land. We need both. We need hunters working together, not apart.”

Their brands are proof that you can honor heritage while adapting for the future. Whether it's through U.S.-grown wool or boots born in Bozeman and built in the Dolomites, the Edwardses are betting that craftsmanship, family, and community will outlast trends.

Explore their gear:

🧤 Shop Schnee’s Boots
🧶 Check Out Duckworth

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