There’s something almost sacred about gearing up for summer. The switch from layers to lightness, from boots to boardshorts, from cargo pants to chinos. It all signals more than just a change in momentum and mood. It’s freedom. This is summer, and your gear choice should feel as good as the morning sun on your face. With another fresh wave of brands coming your way, we’re here to get you debriefed on the season’s biggest debuts.
New Brands:
NOBULL
So full disclosure, many moons ago, NOBULL and their überpopular line of minimalist athletic shoes and apparel was briefly available on GOVX. But like so many things, the path forward is rarely a straight line. Now, they’re back. Officially.
We’re so hyped that we’re making the executive decision to add them to this list. Why? Because we can, that’s why. At the end of the day, NOBULL is highly regarded within the CrossFit, tactical, and training circles for the collection’s functional designs, durability, breathability, and stability in the weight room and beyond.
BURLEBO
Proudly founded by a Texan husband and wife team, Burelbo’s line of outdoors wood-and-water ready apparel embraces its humble roots with a rugged assortment of shirts, hats, and shorts, many emblazoned with a signature camo print.
Ideal for fishing days and hunting season, this brand was heavily requested by GOVX members for its comfort, performance, and clean designs.
LG
It’s about damn time we offered some TVs around here. If the COVID-19 pandemic taught us anything, it’s that streaming is king. So, if you’re looking for a new centerpiece for your living room, family room, or mancave, you’ll be pleased to know that GOVX members can now get massive discounts on LG electronics, including a selection of industry-leading OLED TVs.
If you’re thinking about a full systemic upgrade, LG also produces top notch home appliances, computers, accessories, and more. Life’s good, just like the name suggests.
VICE GOLF
For the athletically astute, you may have noticed an influx of golf brands joining the good ship, GOVX. This is strategic. Throughout the years, we’ve learned that golf is pretty much a universal pastime for members of all ages and backgrounds. Y’all enjoy hitting the links and letting it fly, and we recognize and respect that.
As such, we’re pleased to welcome Vice Golf to the fold. Besides the tour-level bags and gear, they specialize in creating some of the best golf balls in the game. You heard that right, golf balls are now available on GOVX.
WIDE OPEN
The sister company to Darn Tough, the perennial GOVX bestseller and premier adventure sock. Wide Open is appropriately marketed as The Wide Width Sock™, filling the space for those who want the same quality sock, but in a size that better suits a larger foot or calf size.
Backed by the same lifetime guarantee that Darn Tough is known for, these socks are designed with the level of quality, toughness, and attention to craftmanship you’d come to expect.
PAIR OF THIEVES
I’ll be real. I’ve been rocking Pair of Thieves as my preferred choice of skivvies since I randomly stumbled across the brand at Target more than half a decade ago. They’ve guarded and ventilated my loins through 9-hour drives across the great state of California, grueling weekend-long slow pitch softball tournaments, and many a shameful bachelor party trip.
In short, I don't mess around when it comes to boxers and briefs, and Pair of Thieves comfortably never lets me down.
JACK ARCHER
For men like me, staying consistent with our wardrobe is a constant battle. For every sleek polo or button-up owned, there’s a well-loved oversized hoodie or stain-streaked pair of cargo pants that we just can’t drop out of daily rotation.
With Jack Archer putting quality and fit first, it’s never been easier to find apparel that keeps its shape, mold to your body, and flatters your best physical features. It may be hard to say goodbye, but sometimes it’s necessary.
GREATNESS WINS
I don’t care what anyone says, Jeremy Giambi was safe. 20+ year MLB grudges aside, Derek Jeter has kept the ball rolling since hanging up the cleats and ending his Hall-of-Fame career.
From serving as CEO for the Miami Marlins to covering the game as a Studio Analyst for MLB on FOX, the Captain has stayed busy. Recently, he joined American Ballet Theatre Principal Dancer Misty Copeland and UNTUCKit Founder, Chris Riccobono to create GREATNESS WINS, athletic apparel with an emphasis on performance, quality, and achievement.
TRUE RELIGION
While early 2000s megastars like Jay-Z, Beyonce, and Justin Timberlake may have put the premium denim brand on the map, the enduring relevancy is owed to the expert construction and handcrafted details that have become its calling card.
Still a mainstay on the celebrity circuit, a case can be made that while the nostalgia is strong, the staying power never strayed. Become a believer in better jeans.
FINIS
So, I have a buddy from college who’s a big-time swimmer. He swam collegiately, and he’s kept up his water-lovin' ways through coaching at the academy he teaches at and leading a local swim club. Every year, he enters the ominously named Alcatraz Sharkfest Swim.
This daunting experts-only swim is 1.5 miles of “pure torture”, as swimmers must conquer the freezing cold Bay Area conditions and insane currents. No confirmation on the sharks, however. Nevertheless, he’s a big Finis guy. From the Bolt Goggles to the Aqua Short, summer isn’t summer without a good swim and the gear that goes with it.
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