Business Profile: Britches Great Outdoors
Britches Great Outdoors is a revival of an iconic brand that was brought back to life right here in Old Town Warrenton by local entrepreneur Matt Carson. Offering high quality casual and outdoor clothing, the shop specializes in flannels, rugbys, polos, tees, and everyday wear built with craftsmanship and comfort in mind.
A Brand Reborn
For Matt, Britches isn’t just another business, it’s a piece of his childhood. Growing up in Warrenton, he was an avid Britches fan. When he met one of the original founders shortly before the pandemic, he asked what became of the brand. The answer sparked an idea: bring Britches back.
Within three days of that conversation, Matt had sent a term sheet and signed a deal to resurrect Britches from the ground up. Because the brand had been shuttered for more than 20 years, everything had to be rebuilt—size charts, manufacturing specs, tech packs, and production systems. The process was intense but fueled by passion and a commitment to honoring Britches’ original quality and spirit.
Why Fauquier County?
Born and raised in Warrenton, Matt knew store #1 had to be in Old Town. “This is home,” he says—and bringing the brand back where it all began just felt right.
Opening in a Pandemic
Britches first appeared as a holiday pop up in December 2019, which quickly convinced Matt to sign a long term lease. Despite the challenges of 2020, he opened the store in the middle of the pandemic.
Warrenton’s willingness to stay open, get creative, and try new things—like outdoor dining and Old Town After Hours—played a big part in Britches’ early success.
Current Challenge: Finding the Brand’s Voice
Marketing is the toughest hurdle today. With customers ranging from teenagers to seniors, narrowing down the Britches vibe isn’t easy.
Matt wants to avoid the cheesy, unrealistic feel of most clothing ads and instead craft a brand identity that’s authentic, timeless, and uniquely Britches.
Advice for New Entrepreneurs
Matt frequently speaks to high school and college students about entrepreneurship, sharing lessons learned from all three of his businesses. His biggest takeaway: Just start.
The beginning will be messy. You will get knocked down. But if the market gives you even the smallest hint of positive feedback, that’s enough to keep going.