Upper Midwest outdoor goods
Thuja Outfitters
Quiet outdoor apparel rooted in the forests, lakes, and long weekends of the Upper Midwest.
Built for canoe mornings, state park trails, county roads, cold lake air, and cabin fire nights.
First drop
The launch lineup
Northern White Cedar
Made for the close-to-home outdoors
Thuja takes its name from Northern White Cedar, a tree woven through the wetlands, shorelines, and cabin roads of the Great Lakes region. The brand is built for the kind of outdoor life that does not need to announce itself.
Collections
Northwoods staples
A different kind of outdoor brand
Northwoods, Great Lakes, Driftless, Boundary Waters
Most outdoor brands borrow their language from mountains. Thuja belongs to cedar swamps, glacial lakes, quiet rivers, old fire roads, and the public lands of the Upper Midwest.
Lake ready
For the bag by the door
Layer it into the weekend routine: coffee on the dock, county roads, trailheads, lake wind, firelight, and the long way home.
Northern sky
Quiet gear for long weekends outside
Not alpine. Not tactical. Thuja is built around the familiar outdoor life of the Great Lakes and Northwoods.
Launch list
Get the first drop
Join the launch list for first access to the Heritage tee, cedar icon hats, and early Northwoods releases.