The world’s first performance-led clay shooting apparel brand

We love everything about clay shooting – the social competition, the mental battles and that total obsession with marginal gains.

But when we picked up our first shotguns six years ago, there was something that didn’t sit right. Our mates who cycle are clad head-to-toe in Rapha, the golfers are rocking Footjoy and the lifting crowd has Gymshark.

They have apparel that’s actually fit for purpose and shows their passion for the sports they love.

Meanwhile we’re actively held back by what we wear on the stands – fighting our own clothing instead of focusing on the target – and have nothing wearable to show our clay shooting allegiance.

Enough is enough. The time for ‘making do‘ is over.

Introducing PAIR DEAD – the world’s first performance-led clay shooting apparel brand.

We’re fed up shooting in country clothing that often feels like fancy dress on the stands. Or heading out in general sports gear that might look passable but actually hinders our performance.

Yet these are the choices we face as shooters, and both are about as appealing as using marshmallows for ear defenders.

Did you know clay shooting is the biggest Olympic sport without a dedicated apparel brand?

We’re here to take aim at that gap – and we’re doing it the right way.

We’ve crafted and designed apparel that performs on the stand, looks great at the same time and identifies us as shooters wherever we wear it.

This isn’t about selling a pre-made badged-up hoodie with a gun manufacturer’s name on or some crappy 100% polyester base layer that plays havoc with the environment at the end of it’s life.

There are some “clothing brands” (we use that term very loosely) out there doing that already in the clay shooting space and quite frankly they’re taking the p*ss out of us all with what they offer and what they charge.

We’re done with that. We all want, need and deserve better.

Every PAIR DEAD garment is precision-engineered to give shooters like us an edge. We’re talking high-quality, distraction-reducing kit that supports THE PURSUIT OF PERFECTION.

Because nature is our playground, sustainability is a priority – not just a box to be ticked or some marketing nonsense that says “hey, we’re sustainable” – it’s done with purpose.

So we’re using premium, sustainable materials like corozo buttons, TENCEL™ thread, organic cottons, recycled stretch fabrics and lots more besides.

We’ve even integrated Eco Si-PTV transfers that release no microplastics and Polygiene® freshness technologies because we know the mechanics of a long day at the ground.

We’ve obsessed over the details so you don’t have to.

All the hard work has been done.

Garment designs, technical detailing, factory sourcing, product sampling, trademarking – you name it, we’ve done it.

We’ve been out there for months, sourcing the best fabrics and embellishments we can. Visiting trade shows to gather inspiration and finding the perfect manufacturing partners for every little detail.

We’ve even been sneakily testing our gear at registered shoots around the UK to make sure they are fit for purpose. The good news: every test has been passed with flying colours.

No stone has been left unturned and now we’re ready to hit the production button.

We’ve got a massive few weeks ahead of us before our eCom store officially opens for the Summer right here at PAIRDEAD.com.

We’re so excited to get it live… but this is just the start of the journey.

We’ll be diving deeper into the technical spec’s of our apparel, sharing every step we’ve taken to produce the finest clay shooting gear in the world. Transparency matters.

We’ll also zero in on why each and every detail counts and the work we’ve done to deliver marginal gains to shooters like us.

There’s no better feeling than smashing a perfect pair and seeing two puffs of black smoke. We’ve made the clothing to match that feeling.

PAIR DEAD hits the stands soon…

PS – if you want to be the first to know when the launch range drops, throw your email address into the NEVER MISS A THING form below and we’ll give you a shout.