Nomad was built for the pursuit—by hunters, for hunters. From day one, Mossy Oak was a key part of that journey, bringing the patterns and heritage that spoke to hunters everywhere. Today, that bond runs even deeper. We caught up with Jason Hart, one of Nomad’s original founders and now the Director of Community Marketing at Mossy Oak, to talk about the brand’s beginnings, the story behind its name, and how the partnership between Nomad and Mossy Oak continues to shape the future of hunting.
Talk us through your history with Josh, the Nomad brand and how that started?
Josh and I were fraternity brothers together and then started our first jobs at Under Armour on the sales side. After a few years, we started the Huk brand and quickly realized there was a greater opportunity to develop a brand centered around hunting. I also had much more experience in the hunting space, which made it a natural fit.
The whitetail deer market was largely untapped—most brands at the time were focused on waterfowl and western big game. No one was focusing on whitetail deer. When we started, we were based in Maryland and South Carolina, which shaped our initial focus on products designed for the eastern hunter.
How did the name "Nomad" come about?
We wanted a name that represented hunting in its most basic form—thinking of the first hunters to roam the land. Initially, we considered the name "Obsidian," inspired by Native American arrowheads, but it didn’t resonate.Everyone we talked to just didn’t get it.
At the time, I was working for Mossy Oak, and all three of our other original founders had resigned. I planned to get through turkey season with Mossy Oak before leaving, but I ended up resigning that same day. I had to quit my job and move out of my apartment. I was literally homeless, and while taking a shower, I thought, “This Nomad lifestyle is whooping my ass.” That’s when it hit me—Nomad!
I jumped out of the shower and texted our business partners. When we researched the word, the first result was “Nomadic Hunter: the first person to hunt and roam for game.” It resonated perfectly with those who travel to hunt and embodied the spirit of the brand. From that moment on, Nomad stuck.
During your initial years with Nomad, and now back with Mossy Oak, how do you spearhead the relationship between the two?
At Nomad, we always knew our focus would be whitetail deer and turkey, and Mossy Oak has long been the leader in turkey hunting camo patterns. Mossy Oak was the first brand we approached to partner with. Eventually, after Nomad was established in the industry, Mossy Oak invited me to return. Over the years, Mossy Oak’s legacy has remained unparalleled.
We are launching with Bottomland and Greenleaf. What is your favorite use case for each pattern?
Bottomland was designed in 1986 to hide hunters from wild turkeys in the southern lowlands, but over the years, we’ve realized it’s effective everywhere. I’ve even hunted in Africa and South America wearing Bottomland.
Greenleaf came shortly afterward and is similar to Bottomland, but with added leaves for depth. I vividly remember the first time I saw both patterns. In 1987, when I was in fourth grade, I walked into an old bow shop in Moncks Corner, SC. A suit of Bottomland and Greenleaf hung on the wall—it made a lasting impression on me.
Greenleaf is perfect for anywhere in the South, with its three-dimensional quality and depth. Bottomland, on the other hand, can be worn anywhere for hunting anything.
You’re such a historian of camo. What are your thoughts on the legacy of these patterns, even today?
Both patterns were designed before computers were widely used. Toxey, the founder of Mossy Oak, went into a factory with dirt, bark, branches, and leaves, saying he wanted to mimic those elements. He studied trees to create vertical bark patterns that worked perfectly for camouflage.
Over 30 years later, these patterns are cooler than ever. There’s a strong sense of nostalgia around them for hunters of my generation. Bottomland and Greenleaf were iconic in the late ‘80s and early ‘90s when hunting VHS tapes first appeared, transforming the industry.
Today’s younger generation leans into that nostalgia. These patterns tug at heartstrings, connecting hunters to those earlier days. And now, camo isn’t just for hunting—it’s become a lifestyle. From a fashion perspective, what’s old is cool again.
With this relaunch of Nomad, how do you connect the past to the present?
From a heritage standpoint, we didn’t want a spokesperson for the brand when we launched. At the time, most brands focused on TV hunters, but we wanted to go a different route.
Our goal was to build a brand centered on the pursuit itself—not on a single individual. This approach pays homage to the brand’s roots while allowing it to resonate with hunters everywhere.
