Origin of Bears Den

Bears Den Collective is a veteran-owned small business built around lived experience, personal values, and a commitment to discipline, perseverance, and growth.

The foundation of Bears Den was formed through years of travel, training, and real-world experience. While developing the brand, Barrett McCulloch was traveling throughout the United States hosting pool clinics and sharing the skills and knowledge he gained during his time in the United States Air Force Special Tactics community as a Combat Controller. These experiences shaped not only the technical aspects of the brand, but also its deeper purpose.

Barrett brings a background in branding, marketing, design, modeling, and manufacturing sourcing from a previous venture he founded called NFQ (Never Fucking Quit). That experience laid the groundwork for creating a self-sufficient, values-driven brand focused on quality, functionality, and authenticity.

The symbolism of the bear—an apex omnivore—was a natural fit. Bears represent strength, confidence, and the ability to stand firm without aggression. Like the bear, we believe in holding our ground, protecting our vision, and refusing to allow short-term perspectives to distort long-term purpose. This spirit reflects the mindset of those who serve in the military and law enforcement communities.

Historically, bears have been regarded as symbols of wisdom and strength, known for their ability to stand upright and navigate harsh environments with patience and power. These qualities mirror the mindset required to endure challenge, adapt, and lead.

Our training programs and nutritional guides are built to share lessons that have genuinely shaped our lives. Our apparel is designed with the same intent—to inspire resilience, encourage perseverance, and support those who choose to move with purpose.

Welcome to The Den.