Armato operates at the intersection of two massive markets building the category that connects them.
The athleisure market is massive dominated by brands like Lululemon, Nike, and Vuori. The concealed carry market is growing served by tactical companies that prioritize function over form. But no brand sits at the intersection. No one has built athleisure for the 21.8 million Americans who carry every day.
Armato is claiming that space. GearFlex Wear creates a new vertical premium athleisure with integrated tactical functionality and positions Armato as the category-defining brand.
21.8 million concealed carry permit holders in the US predominantly male, 25–55, active lifestyle, disposable income above the national average.
Lululemon aesthetic meets concealed carry functionality. Premium price point. Zero tactical signaling. Athleisure-first design language.
1% market penetration of the addressable $2.1B segment. Strategic expansion across joggers, cargo pants, shorts, and performance tops.
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