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Field & Stream Brand Engages Graj + Gustavsen to Create Licensing Platform for 137-Year-Old Brand
April 29, 2008 11:10am

NEW YORK - (BUSINESS WIRE) - Field & Stream Licenses Co. announced today it has secured Graj + Gustavsen (G+G), a New York strategic/creative branding firm, to develop an updated brand platform for the 137-year-old brand.

"G+G's experience with heritage lifestyle brands along with their licensing and retail experience made them ideal candidates for this project'" said Mike Tewey of Field & Stream Licenses Co. "Their approach helped us to bring the brand to life and paint a picture of the world of Field & Stream."

The platform G+G created recently helped Field & Stream conclude a major licensing agreement with Dick's Sporting Goods for fishing, camping and hunting gear for 309 stores and their e-commerce site. The licensing agreement with Dick's covers fishing, hunting and camping gear, as well as technical apparel.

Field & Stream Licenses Company, which has the rights to the Field & Stream trademark in 115 U.S. and international categories, is owned by a private investment group led by Mike Tewey, Larry MArtin and Barry Sternlicht of Starwood Capital Partners. Field & Stream is also pursuing additional licensing opportunities with manufacturers and retailers in the categories of apparel, accessories, home and pet products. In addition, the company will open its first two Field & Stream Lifestyle Resorts in Islanorada, Florida and Mammoth Lakes, California.

About Graj + Gustavsen

Graj + Gustavsen is a New York based strategic and creative branding firm. For over 20 years, G+G has partnered with brand owners, investors and operators to successfully maximize broaden value by creating, extending and rejuvenating businesses and brands. For more information, please visit

Field & Stream Licenses Co.
Mike Tewey, 203-221-0050