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Who We Are

Founded in 2008, Bonehead Outfitters is an apparel company with the highest respect for all things U.S.A., focused on hunting, fishing and freedom. Before founding Bonehead and Direct Impulse Design (parent company), William Shoeben, our fearless leader of the past, served in the U.S. Marine Corps and paired what he learned in serving his country with his Midwest values to launch Bonehead Outfitters. William served as President before passing the torch to Barbara Shoeben, current President, in 2016.

Located in Hiawatha, Iowa, Bonehead Outfitters is an established, reputable brand here to serve your apparel needs with honor, courage and commitment. Our dedicated team of ten individuals are an enthusiastic and passionate bunch ready to make you a Bonehead fan for life. Bonehead isn’t just another apparel company, it’s a lifestyle.

What We Do

Featured at over 200 retail locations across the United States and Canada, Bonehead Outfitters’ product lineup includes a variety of creative, witty and casual apparel. Bonehead products are perfect for those passionate about all aspects of the great outdoors and freedom. They are designed with one-of-a-kind artwork and crafted with quality materials – many of which are made in the USA by hard-working Americans. Bonehead is committed to serving both our retail and commercial customers with top-tier customer service, helpful sales support and timely packaging and shipping.

Supporting Non-Profits

Like you, we care deeply about our law enforcement, firefighters and heroes actively serving overseas.
That’s why we donate a portion of proceeds from many of our products to the National Law Enforcement Officers Memorial Fund, the National Fallen Firefighters Foundation and Operation Second Chance.
We’re proud to support making it safer for those who serve, our actively deployed military and programs to honor our fallen fire heroes and assist their families and co-workers.

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