GreeneCo, an Alabama-based outdoor lifestyle brand, made its debut at the National Wild Turkey Federation (NWTF) Convention & Sport Show, unveiling its collaboration with Mossy Oak. The partnership spotlights Mossy Oak's legendary Original Bottomland® and Greenleaf® camouflage patterns, two of the most recognized camouflage patterns in the outdoor industry.
Founded in Alabama by sisters-in-law and best friends, Lori Dorman and Mary Caitlyn Montgomery, GreeneCo was born from a shared passion for the outdoors and a desire to elevate camouflage apparel.
"We felt like there was room in the outdoor space for something more thoughtful," Dorman said. "We started GreeneCo to bring together iconic patterns, refined fits, and modern design, creating versatile pieces you can wear in the woods and everywhere else."
What began as a search for better-fitting outdoor apparel has grown into a modern outdoor lifestyle brand serving both men and women. GreeneCo offers hunting-ready pieces alongside lifestyle pieces featuring subtle camouflage accents designed for everyday wear.
Inspired by Greene County, Alabama, GreeneCo reflects a lifestyle rooted in faith, family, and conservation. Each piece in the collection is named after a meaningful place — a favorite field, hidden draw, or treasured landmark — honoring the land and traditions that shaped the brand.
The collaboration merges GreeneCo's modern design approach with Mossy Oak's deep-rooted heritage in the outdoors, pairing contemporary fit and style with time-tested camouflage patterns trusted by generations of hunters.
"Mossy Oak patterns like Bottomland and Greenleaf have been part of hunting culture for decades," Montgomery said. "They represent tradition, family, and time spent outdoors, so building GreeneCo around those patterns felt like the perfect way to honor that legacy while bringing a fresh perspective to how people wear camouflage today."
The NWTF Convention provided a fitting stage for GreeneCo's industry debut, introducing the collaboration to hunters, conservationists, and outdoor families from across the country.
The GreeneCo x Mossy Oak collection is available now at shopgreeneco.com, with select retail partnerships launching across the Southeast and additional styles planned for later this year.
About GreeneCo: GreeneCo is an Alabama-based outdoor lifestyle brand creating elevated camouflage apparel for life in and out of the field. Drawing inspiration from Greene County, Alabama, the brand blends iconic patterns with refined fits and modern design, creating pieces built for early mornings in the woods, long days at the camp, and everyday life beyond the hunt.
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GreeneCo is an officially licensed partner of Haas Outdoors Inc. Established in 1986, Haas Outdoors Inc. is headquartered in West Point, Miss., and is home to Mossy Oak. For more than 40 years, Mossy Oak has been a leading outdoor lifestyle brand specializing in developing and marketing modern camouflage designs for hunters and outdoors enthusiasts and helping people get closer to nature. The Mossy Oak Brand and patterns can be found on a multitude of products worldwide. Haas Outdoors Inc. is the parent company of Mossy Oak, BioLogic, Capture Productions, MOOSE Media, Nativ Nurseries, Nativ Living, Gamekeepers, Gamekeepers Kennels, Mossy Oak Properties, and Mossy Oak GO. Mossy Oak is The Official Camouflage of Conservation.
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