The inspiration for creativity was formed in 2019 when Kurt Tobias was commuting to his corporate engineering job and daydreaming of a sun hoodie with flare, pop and technical application with lifestyle appeal. The passion for fishing, the draw to the water and the desire to flash a little style fueled the curiosity to develop something new. Inspired to bring purpose and originality to the apparel we wear, the pursuit began. Engineering his way into entrepreneurship, cashing in the 401k and a hundred iterations later, the Grayton Hoodie landed. Choona officially launched in May of 2021 as an organic, Florida Panhandle brand, inspired by creativity and curiosity for nature. Bootstrapped from the start and on a mission to get people outside, Kurt shifted his focus to the work of Choona.

In January of 2022, Kurt was connected to Will Frankum who had a background in real estate, finance and some apparel through his wife’s business. Having just completed the development of an apparel manufacturing facility in the Dominican Republic, Kurt and Will kicked off their friendship. Over the next few years, a deeper mission was formed in the fishing, in the strategy conversations and as accountability partners taking on the hardships of life. In 2025, Will joined Choona full-time with the same passion and drive for creativity, purpose and intent behind everything we do.

We strive to keep authenticity alive. We hunger for time spent in nature and cherish the community we create. Choona is our avenue to inspire, to mentor and to live with purpose. Thank you for your support and we welcome you along for the ride! Choose Your Nature.

—The Choona Boys