Rethinking Outdoor Apparel for a Warming World | Doug Waters

Doug Waters didn’t set out to build another outdoor apparel company. He set out to solve a problem he kept running into himself.

Doug is the founder of Terlingua Threads, a hot-weather adventure apparel company focused entirely on performance in extreme heat. After careers in consulting and the automotive industry, Doug found himself questioning why so much outdoor gear was still designed around cold weather while races, hikes, and outdoor adventures continued getting hotter.

Jon and Doug talk about what it actually looks like to launch a product-first brand from scratch, why climate adaptation is becoming unavoidable in outdoor sports, and the realities of bootstrapping a physical product business in 2026.

Jon chats with Doug about:
• visiting all 63 U.S. national parks
• how Big Bend National Park sparked the idea for Terlingua Threads
• why most outdoor apparel still prioritizes cold weather
• designing apparel specifically for 90°+ conditions
• balancing performance, safety, and sustainability
• building a brand around natural fibers instead of synthetics
• bootstrapping vs. raising outside capital
• why retaining creative control matters
• product-led growth and learning from elite endurance athletes
• using craftsmanship and storytelling instead of AI-generated marketing
• the future of small business and independent brands

This episode is supported by:

⁠The Huddle⁠: If you’re at the point where going at it alone isn’t working or you’re ready to level things up in your business, go to https://findmyhuddle.com/ and fill out the application

⁠Popfly⁠: If you’re a brand trying to reach outdoor, travel, and adventure audiences, Popfly is where to do it. It connects you with the largest communities of adventure creators and handles the entire process from start to finish. To learn more:

⁠Creators click here: https://popf.ly/longrunlabscreators⁠.

⁠Brands click here: https://popf.ly/longrunlabsbrands⁠