# Sendero Provisions Co.

> Sendero Provisions Co. is a Waco, Texas apparel brand that makes story-driven, Western-inspired clothing and gear - from its signature performance pearl snap shirts and t-shirts to hats, denim and accessories. Founded in 2014 around a single hat inspired by the landscapes of Big Bend country, Sendero blends outdoor performance fabrics with a distinctly Texan sense of humor and craft, selling direct-to-consumer online and through a growing wholesale network of Western, outdoor, boutique and surf retailers.

- **Founded:** 2014
- **Headquarters:** Waco, Texas, United States
- **Founders:** Aaron Bryant (Co-founder), Hunter Harlow (Co-founder & CEO)
- **Team size:** ~67 employees
- **Products:** Performance Shirts, T-Shirts & Signature Graphics, Hats, Denim & Flannel, Women's Collection
- **Notable:** Grew roughly 100% year over year for multiple years since 2018 without disclosed venture funding., Built an engaged Instagram community of ~214K followers., Launched a women's collection that became its fastest-growing segment within a season.

## Products & services

- **Performance Shirts** — Classic Western pearl snap and button-up designs built with lightweight, breathable performance fabric and a hint of stretch.
- **T-Shirts & Signature Graphics** — Story-driven graphic tees featuring original Western-twist art and Sendero's signature humor.
- **Hats** — The product the brand was founded on - caps and cowboy-style hats inspired by West Texas landscapes.
- **Denim & Flannel** — Denim jeans, flannel shirts and pearl snap shirts rounding out a full Western wardrobe.
- **Women's Collection** — A full women's line launched for spring that quickly became the brand's fastest-growing segment.
- **Accessories** — Western and fashion accessories that complete the Sendero lifestyle range.

## Achievements

- Grew roughly 100% year over year for multiple years since 2018 without disclosed venture funding.
- Built an engaged Instagram community of ~214K followers.
- Launched a women's collection that became its fastest-growing segment within a season.
- Recruited senior apparel talent from Dickies, Vans and Brixton to support national growth.

## Latest updates

- **2024-09** — Hired an EVP of Merchandising and Design (formerly VP of merchandising and design for Dickies' workwear division) to lead product and design.
- **2024** — Named Jenna Woodhull Chief Merchandising Officer as part of a leadership build-out.
- **2025** — Focused on operations, efficiency and brand marketing while expanding into outdoor retail and the fast-growing women's segment.

## Links

- Website: https://senderopc.com
- LinkedIn: http://www.linkedin.com/company/sendero-provisions-co.
- Instagram: https://www.instagram.com/senderopc/
- Facebook: https://www.facebook.com/senderopc/

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Profile page: https://yespress.io/sendero-provisions-co
Published by YesPress — https://yespress.io
Last updated: 2026-07-26