The Process

Technology & Purpose

Design and ingenuity that becomes everyday technical apparel.


We create out of necessity. It starts with identifying everyday technical needs for life on the Florida Panhandle, then it goes to pencil and paper. The minds and hands of our engineers, creatives, designers, and manufacturers work together to reimagine your β€œgo-to” for every outing.


Fit and performance tested. Each Choona product undergoes testing for the best fit, performance, and durability. Our high quality garments stand the test of time, dirt, and any adventures. Trust us, we’ve tested them.


In an industry that profits from low labor wages and dangerous work environments, we set out to make a positive impact on the way we manufacture garments. We trust the factories and the humans that make our products, and ensure they are paid fairly. Every Choona garment sold provides 5 children in Leon, Nicaragua with meals through our giveback partnerships. It’s bigger than clothing.


We believe sustainability is a mindset, a foundation for every decision we make. That is why we partnered with industry leading suppliers that focus solely on more efficient and effective ways to mill the materials that we have hand selected for each garment.

We strive to make every product with a blend of organic, recycled, and repurposed materials, keeping as much as possible in your closet rather than in landfills.

We strive to use low-impact fiber reactive dyes that are free of heavy metals, chemical mordants, and AZO's when possible.