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A Commitment to a New Frontier

Committed to Our Family

Growing up in the foothills of the Appalachian Mountains, brothers Jared and Joshua Ravenscraft learned life’s lessons from their grandfathers, who instilled in them a passion for the scenic outdoors and the knowledge of how to create jobs and work hard to help their neighbors.

Papaw Bud served his country in World War II, returning home from the shores of Normandy with a Purple Heart and just enough money to start a florist shop. Papaw Ed worked in Eastern Kentucky’s vast coal mines, helping power America.

Jared and Joshua didn’t know it back then, but the traits they inherited from both men would inspire them to start their own business celebrating all things Appalachia.

Committed to Our Appalachian Culture

Every New Frontier garment embodies the region — its rugged natural beauty, and its history of artisans, musicians and hard workers of all stripes. All New Frontier products are proudly designed in Eastern Kentucky and worn by folks around the world.

We build our clothes for comfort and movement in equal measure, with design features like four-way stretch and quick-dry fabrics to take you from a day hike on the trail to a quiet moment around the fire with friends.

Committed to Our Planet

New Frontier is on a mission to build a new, sustainable legacy for Appalachia. In 2023, we debuted New Frontier Circular, a line of premium, sustainable denim jeans made with up to 40% post-consumer recycled cotton and organic cotton. Each pair of New Frontier Circular jeans is made using 94% less water and 75% less CO2 than the industry average.

Committed to Our Neighbors

We match our commitment to the environment with a dedication to our neighbors, from boots-on-the-ground support following devastating floods in the region to donating to local causes helping those in need.

Sixty years later, Granddad Bud’s florist shop is still a community fixture, and the Ravenscraft brothers are building their own legacy through New Frontier. Help us show the world Appalachia’s stunning natural beauty, as our sustainability work protects it for generations to come.