Our mission is to build everyday technical apparel that best prepares you to choose your nature.

Featured Products

Drifter Pant

Purpose:Coastal Durability
Use:Coastal Activities, Casual
Fabric:Nylon, Spandex

Grayton Ultra-Lightweight Hoodie

Purpose:Outdoor Performance
Use:Fishing, Boating
Fabric:Polyester, Spandex

Shore Short - Cheeky

Purpose:Coastal Durability
Use:Coastal Activities, Casual
Fabric:Nylon, Spandex

Panhandle Pocket Tee

Purpose:Performance Comfort
Use:Travel, Casual, Everyday
Fabric:Lyocell, Cotton, Spandex

New Drop

Hatters Gonna Hat

New headware is in!! Our new corduroy snapback was inspired by our local friend: the armadillo. They remind us to slow down and enjoy the moment!

Best Seller: Grayton Ultra-Lightweight Hoodie

designed Ingenuity

Everyday Technical Apparel

Choona was created to change the culture of the outdoor industry, every garment is designed with a purpose for a purpose.

Building Local

All core items are designed and manufactured domestically, prioritizing people and process.

Technical Outleisure

We design each garment specifically for all elements of life on the Florida Panhandle.

Responsibly Sourced

From start to finish, we prioritize sustainability with our supply chain partners.

Giving Back

Each garment sold provides 5 meals to kids in Leon, Nicaragua.

Our Origin Story

Kurt Tobias grew up in a home with six siblings and zero video games, cable, or high-speed internet. They fished, explored, kayaked, played paintball, almost died multiple times while mountain biking, but felt alive.

Fast-forward through college.. he married up and moved over to the glorious Emerald Coast.

While working as an engineer, he saw the flaws in Corporate America—what can happen when profit is the priority—and vowed to do things differently.

"I had lived and breathed manufacturing for my entire career, now
I wanted to bring a purpose to the process. This meant going back to square one, and boycotting the sweat shops that manufacture 93% of the world's garments."

At Choona, every hand involved in sewing, cutting, and dreaming is treated with respect and fairly-compensated.

This hoodie feels like a sweet over-the-shoulder hug from your high school crush.
— Isaac A
Absolutely the softest most comfortable tees I own. Perfect for a breezy day on the boat, at the beach, or just hanging out!
— Brandon D

Follow us @choonaclothing