Born on the layouts
Clay target shooting is a relentless pursuit of mechanical perfection.
It’s the rhythm of the break open, the sharp snap of fresh cartridges seating into the breech, and the quiet stillness right before you call “Pull.” It’s the split-second calculation of lead and line, the fluid tracking of a cross-wind teal, and the instant, explosive satisfaction of turning an orange target into a cloud of dust.
For years, we craved clothing that could actually keep up. We wanted gear that understood the unique physical demands of our sport—apparel engineered with the exact same dedication, precision, and focus that we pour into every shot, every round, and every competition.
Too much of the market offered a choice between bulky, restrictive traditional wear or cheap, off-the-shelf sportswear that bound up across the shoulders mid-swing. We set out to bridge that gap.
LOAD + FIRE was born on the grounds. We design purpose-built, high-performance technical shooting apparel engineered specifically for the movement of the sport. Every stitch, flatlock seam, and dynamic stretch panel is calculated to give you complete freedom of movement, zero distraction on the stand, and absolute confidence when it matters most.
Whether you’re stepping up for your first club target or grinding out a podium finish at a major Open, we build the apparel that works as hard as you do.
We don’t just make clothing; we engineer your advantage. Every stitch, every fabric choice, every design detail is precision-engineered to raise your game. This is high-quality, high-performance apparel that doesn’t just look good; it actively helps you shoot better.
Stylish. Sustainable. Packed with intentional features that respond to your every move, giving you that crucial edge when it matters most.
We know the feeling. The intense focus that narrows the world to just you and that target in that moment. The fleeting sight of a dusted clay, instantly replaced by the raging target that comes at you next. The explosive firework of an orange clay against a blue sky as its middled followed by the rich, smoky scent of the spent cartridges ejecting from the barrel.
It’s not just about taking the shots – it’s more than that. It’s the camaraderie, the banter between rivals, the shared triumphs and even the collective groans over the no-birds and the ones that got away. It’s the unforgettable moments made dissecting the day’s shooting over a buttie in the clubhouse with a steaming mug of builder’s tea warming your hands on a cold winter day. Or the overnights before a major championship trying to doubleguess the course setters’ approach over dinner and few beers.
(Just few though, right?)
Right across to the adrenaline-fuelled pressure of representing our clubs at big Opens to the pure joy of simply popping a few caps with mates one afternoon, we understand the thrill, the exhilaration, the community and the profound satisfaction of clay shooting.
This isn’t just a sport to us; it’s a way of life. This incredible world is who we are, and it’s from this deep-rooted passion that LOAD+FIRE was born.
And in those moments when your gear’s cleaned and packed away for the next shoot, your passion for the sport doesn’t fade.
Our collection lets you carry that pride, dedication, badge of honour and perfectionist mindset with you, everywhere you go. From the intensity of the shooting ground to the comfort of your local, LOAD+FIRE has you covered.
In our world, we know every single detail matters. The difference between glory and a missed opportunity can hinge on a single target.
That’s why every element of every LOAD+FIRE garment is precision-engineered to give you the ultimate edge on the stand.
From intelligently engineered cuts that ensure unrestricted movement to moisture- wicking fabrics that keep you cool under pressure, our clothing is engineered to raise your game when it matters most.
It’s time to break free from the drab, muted browns, greens and beiges that have been haunting our world for too long.
At LOAD+FIRE we champion bold, dynamic design that not only enhances your performance but also makes you look and feel undeniably good.
With vibrant colours and modern, athletic cuts, our apparel ensures you look the part both at the ground and when you step away, showcasing your passion with unmatched style.
LOAD+FIRE isn’t just a brand; it’s a testament to the unmistakable exhilaration that only comes from what we do.
We are by shooters, for shooters, and we’re incredibly proud to be a part of this unique, passionate tribe.
We understand the shared joy, the camaraderie, and the singular rush of that perfect shot, whether it’s over a muddy winter field or a summery sun lit lake.