We launched SHRED DOG to raise the level of performance in outdoor youth apparel because that's what our families needed and we thought yours would too. We've worked to build a brand based on better product quality, lower (no retail markup) pricing, and a great customer experience.

We always planned to expand into men's and women's styles and, due to overwhelming demand from our customers, we’ve accelerated those plans. And given our goals to appeal broadly to all outdoor enthusiasts, whether they have kids or not, we need a different brand for what we’re doing next. One that can take the "elite performance at a lower price" concept even further in the adult market. 

We explored continuing both brands, one for kids, one for adults, but the reality is that would be cost-prohibitive. Rather than spend on promoting two brands, we'd rather invest in more great products for your whole family and keep our prices as low as we can.

For AKOVA™, we wanted a timeless design. One with impact. And one, of course, that evokes the meaning behind the brand.

The design of the logo's emblem represents the ups and downs, the peaks and valleys, of the journey described above. And simultaneously it is meant to incorporate elements of the outdoors: peaks, valleys, waves, rivers, or even moguls, jumps, or mountain bike tire treads.

The typeface of the logo's wordmark element denotes the bold strength required for this journey to be our best, strongest, selves.