Can you talk about the company’s history and its place in the industry today?
Viktos was my brainchild that started around 2014. I’d always wanted to move into the tactical space, which fits my lifestyle and hobbies. My grandfather was a Korean War veteran and was a very influential figure in my life as a child. I’ve always looked up to and respected all members of the LE and military who put their lives on the line every day for our country. As far as hobbies go, I’ve always been an avid hunter and tactical shooter. I’ve also dabbled in some local shooting competitions around Wisconsin.
At the start, I was looking at firearms and firearms accessories. That route seemed to have too much liability and red tape for my liking. At this point, I moved on to apparel. My family’s business, Lemans, has owned 12 different apparel and house brands since the late ’80s and early ’90s. We have expertise in producing motorcycle apparel, which has a good crossover into the tactical world, with similar demographics and engineering. My grandfather, Fred Fox, started Lemans, and my dad, Jeff Fox, was the president and CEO of Lemans for 10+ years. He had just retired before he and I started having conversations about launching a tactical apparel brand. Most of my friends growing up were either LE or military. I noticed that when they were home from a deployment or were off duty, they were looking for fashionable and functional gear that would be a little more “gray man” when out in public. We assembled a team of industry professionals that when combined, had around 100+ years of experience in the apparel market. My father and I launched Viktos publicly on September 15, 2017. Unfortunately, my father passed away on May 23, 2018, while attending a Brewers baseball game along with all of our employees.
What sets Viktos apart?
Viktos might be an outlier, compared to other tactical apparel companies, in that we incorporate a fashion sense into our products without sacrificing functionality. We also design our footwear from the inside out. This means that we ensure that support and function are our prime objectives, over just fashion. We don’t even begin to look at the cosmetics until after we have all the functionality worked out.
What specific category have you seen the most growth in recently? Any categories that are struggling or shifting to something else?
Our fastest category currently is our bags. The Upscale line has been one of our hottest products since its release. We just dropped our Counteract bags, which take firearm retention and accessibility for off-body carry to an entirely new level!
Is there a specific product that’s just on fire for you right now?
Our Taculus CCW Coolmax jeans and the 1911 Retro Boot are killing it.
Where does Viktos see potential for growth? How about non-growth? Is there part of the industry that’s shrinking?
LE uniforms and military combat tops/pants look very promising.
Multicam and MC Black seem to be dying colorways. I’m excited to see what Viktos and other apparel brands will release to take its place.
What can we expect out of Viktos in the second half of 2024? What products have you most excited for the future?
We have some things in the works that people likely wouldn’t expect to see from us, like some hunting-specific offerings that we’re psyched about. Looking ahead, we have some exciting cross-industry partnerships that are being developed. We’re also continuing to develop pieces of gear that are more technical in nature and intended for hard use in outdoor scenarios. The future is definitely bright here at Viktos.
What sort of product testing do you do?
We are partnered with local law enforcement, and our sponsored athletes do most of our real-world testing.
How does Viktos support its dealers?
Viktos supports its dealers by providing real-world experience within the tactical apparel community. We utilize decades of knowledge, not only in the tactical field but also on the military/EDC side as well. Our job in supporting dealers is to help our dealers grow. We are here for our dealers first and foremost. The growth comes naturally because of that. The Viktos support team commends itself on being the “friend you want, and the expert you need.”
What’s your personal favorite Viktos product, and why?
There are too many to list. I have a favorite for each category!
Shoes: Viktos Overbeach MC Black
Boots: Taculus Waterproof Shoe. We classify them as a shoe, but many consider them a boot.
Bag: Counteract 15 backpack
Jacket: (Cold weather — I’m from Wisconsin) Zerodarker Down Jacket
Early-Season Jacket: Range Trainer WP Shell
Gloves: Operatus XP
Is there anything you’d like retailers to know about Viktos and its products?
For starters, we strictly enforce our MAP policy to protect our dealers.
Viktos is also proud to offer some of the best wholesale margins in the industry.
We support and appreciate every level of the industry; from mom-and-pop gun shows and up to the big box stores.
