In this installment of Behind the Brand, we sat down with Logan Roberts, founder of Marsh Wear, and an avid tarpon angler. As their name implies, Marsh Wear is rooted in the low country marshes. From flood tide redfish to mallards working overhead, anglers and hunters across the southeast have grown to love this brand. With an ever-growing line of products and gear, they are seeking to bring the marsh to everyone, anywhere. It was time we got a behind-the-scenes look at the Charleston, SC brand, and learned their whole story in this Behind the Brand.
Flylords: Can you tell us a little about your early childhood? Was fishing, hunting, and being outdoors a big part of your upbringing?
Logan Roberts: I grew up fishing with my grandpa in the Charleston Harbor and Folly River. My dad was a surfer, so he also spent a lot of time on the beach. Being outdoors was a pivotal part of my upbringing and definitely contributed to where I am now in my career.
I came up with the idea for Marsh Wear in 2010. I had worked at Haddrell’s Point Tackle, on offshore boats, and ran some inshore charters, and wanted clothing that had a sleeker silhouette and a younger feel than what was available on the market at the time.
Flylords: From that initial point, how did the brand grow? When did you first realize you might have something legit on your hands?
Logan Roberts: The brand grew very organically with the help of a few stores that gave me a shot early. I owe a lot to Haddrell’s Point Tackle, Southern Drawl Outfitters, and Sewee Outpost for getting the brand in front of the right local crowd. As things started to pick up locally, I realized that Marsh Wear had a real shot at growing in other markets.
Flylords: What were some of the most challenging elements of getting Marsh Wear off the ground in the beginning?
Logan Roberts: In the beginning, I was a one-man show and doing all the web design, product design, photography, and trying to handle all the sales, and there just wasn’t enough time in the day. I knew I would need to bring some other people on board to help with stuff like sales, so sales reps were the next step. As a small brand just starting out, getting sales representatives in place was challenging. Despite that, I was able to find some that were willing to take a chance on the brand when sales were minimal and things started to grow.
Flylords: What were some of the early influences surrounding the identity of Marsh Wear?
Logan Roberts: Growing up in Charleston, I was exposed to both hunt/fish and surf. I fell in love with the combination of Folly Beach surf culture and all the heritage hunt and fish aesthetics from old pictures. These guys just had it figured out, enjoying camaraderie in the outdoors and having a blast doing it.
Flylords: As the operation got bigger, what were some of the biggest changes the brand underwent?
Logan Roberts: Inventory was always a battle. Growing at that pace with no investors, it was hard to keep inventory levels healthy while opening new dealers. One second, I would be panicking that we would never sell all this stuff, to having nothing a few POs later, and scrambling to make more. It was quite the roller coaster.
Also, staffing was and will always be a big challenge. I had such a pinpoint focus on what the brand should be. The more people you bring in, the harder it is to keep everyone on the same page with additional views and opinions coming together. Choosing a team of people who believe in the Marsh Wear identity is key.
Flylords: What is a fun/ chaotic memory you have from the early days of the company?
Logan Roberts: I remember my first ever retail order for Haddrell’s Point Tackle, I was so nervous and wanted everything to be perfect for them. I bought nice wood hangers and steamed every single piece so there wasn’t a single wrinkle. I walked everything in as proud as can be and handed it to an employee. He then proceeded to walk me to the back, pulled the pieces off the hangers, folded them all in a big pile, and shoved them in a cardboard box to be put into inventory later. I almost fainted. Lesson learned on that one!
Flylords: What was one of the biggest accomplishments you experienced when growing this company?
Logan Roberts: We are lucky enough to have lots of great sales accomplishments, but some of the early stuff really sticks with me. I remember when we were just starting out, and I saw Bou Bosso was wearing one of our hats, and I thought I had made it. Living for the show, Silver Kings, that gave me the confidence that I was heading in the right direction and could do this full-time.
Presently, I would say being able to employ such a great team of people here in Charleston is a huge accomplishment. Doing what you love for work and creating jobs for people is something I definitely don’t take for granted.
Flylords: Looking at it now, who would you say Marsh Wear is for? Who do you think of when designing new pieces?
Logan Roberts: The cool thing about Marsh Wear is we see all kinds of people gravitating towards the brand. From a 60-year-old bird dog trainer to a high school skateboarder, I think everyone just wants to be a part of something, and people seem to be drawn to our heritage aesthetic.
Flylords: Compared to where it started, did you ever think it would grow into what it is today?
Logan Roberts: Never. I could never have imagined that I would go from selling out of my attic to selling to over 400 retailers and having our own store on King Street—one of the most historic and busiest shopping streets in the South.
Flylords: How do you hope to see Marsh Wear continue to evolve in the future?
Logan Roberts: I love the direction we are headed in and hope we can continue to grow our community and apparel offerings within the core pursuits that make us who we are. It has also been fun gaining some traction in the music scene, as it really unites our customers
Flylords: What’s on the Horizon for Marsh Wear/ what’s coming up that you’re most excited about?
Logan Roberts: We have some amazing products and marketing coming out for Fall ‘25 and SP ‘26 that I can’t wait to hit the market and share with everyone.
It’s also about time for our Holy City Tarpon Tournament and Lady Red Tournament that we put on every year, which are always a blast.
Thank you to the Marsh Wear team for dedicating some of their time to chat with us. If you’re looking to learn more about Marsh Wear, you can check out their website, HERE.
