The Story Behind Evoke

As I sit here looking at almost 18 years of Girls with Guns, I can honestly say that GWG looks a lot different than it did when Norissa and I started in 2009.

There have been incredible highs, some really hard seasons, manufacturing partners who let us down, financial challenges, a lot of changes, and people who were once beside me who no longer are.

But through all of it, I’m still here, and GWG is still here.

This season of life looks different too. I’m raising my girls, homeschooling, running a business, and trying to figure out what GWG looks like after almost two decades of doing this. I’ve wondered more than once what the next chapter should look like.

Then I decided it was time to stop trying to make GWG fit someone else’s vision. It was time to build the vision I’ve had in my head for years. So I went back to where it all started.

Right here in my little hometown of Red Bluff, California, I sat down with our original designer, Heather. She’s the one who years ago took our original logo and turned the G backwards to create the GWG logo we know today.

We’ve talked about creating our own camo pattern for years. This time, we finally did it.

For years, we worked with companies big and small, using patterns and designers who had very strong opinions about what our camo should look like. Sometimes they listened. Sometimes they didn’t.

Heather listened.

I chose the colors that I always wanted.

I chose the pattern and added our own design to it.

I sat in my front yard with my two girls looking at different shades of olive.

I walked around the back of my property with sample strike offs of the pattern.

I sent it back.

And sent it back again.

Until it finally looked like the GWG I had been imagining for years.

And then came the name.

Evoke.

Because that is exactly what this pattern does for me.

It evokes a feeling.

It makes me think of the outdoors, hunting, home, strength, adventure, and the women I’ve had the privilege of meeting through GWG for almost 18 years.

It feels like us.

And then there were the pants.

The sample wasn’t right.

So I sent them back too.

Because if I was going to put my name on something after all these years, I wanted it to be right.

That is how the Adira Hunt Line and our new Carbine 2.0 Field Pants were born.

The Carbine 2.0 was designed to be the kind of pant you can hunt in, hike in, spend a day at the range in, or simply live in.

And Adira isn't just a name we picked because it sounded good.

Adira has Hebrew roots and means “strong” or “noble.”

That felt incredibly fitting for this season of GWG and for the women we design for.

Strong.

Capable.

Faithful.

Still standing.

Still moving forward.

After almost two decades, GWG has changed.

I have changed.

Our lives have changed.

But the heart of what we are building hasn't.

And I truly believe this new pattern is a game changer for GWG.

I am more excited about something we are launching than I have been in a very long time.

The new Evoke Camo is available for pre-order tomorrow.

And I cannot wait for you to finally see what I’ve been working on.

Thank you for being part of this journey. Whether you've been with us for 18 years or you just found GWG yesterday, you are part of the reason we're still here.