Picture heavy-duty overalls that keep your beer cold, add a bottle opener, and toss in a secret pocket. That’s the idea behind Muff Waders. Friends Taylor Ness and Garret Lamp brought this concept to life, putting a new spin on what outdoor gear could look like for tailgaters, farmers, and anyone who likes a cold drink on the go.
The two entrepreneurs grew up in Iowa and bonded over a mutual love of having fun and working hard. Taylor came up with the concept late one night, wondering why he could never keep all his drinks, tools, and odds and ends handy outside. What started as a quirky idea has since become a profitable business.
Shark Tank Appearance
Taylor and Garret took their shot on Shark Tank in Season 12, Episode 16, hoping to get the boost they needed. They asked the Sharks for $25,000 in exchange for 25% equity, giving their company a $100,000 valuation. For them, it was about funds and mentorship, mainly around supply chain management.
During their pitch, the guys highlighted what made Muff Waders special. The overalls are made from thick, rain-resistant cotton canvas and feature a built-in insulated six-pack cooler, magnetic bottle opener, and a small, hidden pocket. The concept sounded simple, but it solved a specific problem for outdoor fans.
Sales and cost numbers became part of the conversation. Muff Waders cost about $35 to make, but retail for $85. At the time of filming, they’d hit $54,000 in total sales—not huge, but promising for a side hustle started in Iowa.
Outcome on Shark Tank
During the presentation, Taylor and Garret kept things light. Their pitch was memorable, and the product definitely caught the Sharks’ attention. But after the questions died down, all five Sharks passed on investing.
Robert Herjavec wanted to see broader appeal and more sales. Lori Greiner thought the idea was fun but niche, maybe too much so for mass retail. Daymond John and Mark Cuban raised concerns about how fast they could scale, considering the logistics and inventory challenges. Kevin O’Leary talked about the manufacturing numbers, worried the margins wouldn’t hold up as sales increased.
Taylor and Garret admitted that getting their products made efficiently was their biggest challenge so far. Without a Shark Tank deal, they’d need another way to make growth work.
Progress After Shark Tank
The episode aired, and Muff Waders went viral almost overnight. The extra attention turned into a bunch of new sales and gave the brand more momentum. Still, Taylor and Garret needed funding, so they launched a Kickstarter campaign. Their ask was $10,000—and they raised it in short order, showing real customer demand.
After Shark Tank, the team moved fast. They added more products, including Muff Spenders—suspenders that double as drink holders for cans or bottles and work with both pants and overalls. They played into the fun, practical, and a little bit cheeky vibe that drew fans to Muff Waders in the first place.
Around July, to ride the wave of patriotic marketing, they dropped a “Stars and Stripes” version just in time for Independence Day. Muff Waders became a hit for summer events, parties, and novelty gifts.
Fans started sending in photos wearing their Muff Waders at tailgates, camping trips, and small-town festivals. Some even wore them on fishing trips and to backyard cookouts. That kind of social proof worked as powerful marketing—nothing too fancy, just everyday people using the products the way Taylor and Garret intended.
Acquisition by Stevia Nutra Corp.
Things got more interesting in April 2021. Stevia Nutra Corp., which focuses on hemp clothing and health products, acquired Muff Waders. The price wasn’t made public, but for Taylor and Garret, it meant more resources and a bigger team backing them.
Stevia Nutra Corp. is publicly traded, which gave Muff Waders access to broader distribution and some marketing clout. The Muff Waders brand fit pretty well—slightly offbeat, practical, and positioned for people who spend time outdoors.
With the buyout, Muff Waders could address the main problems the Sharks flagged on the show—namely, production and logistics. Suddenly, supply chain solutions and access to a bigger network were on the table, making it easier to meet growing demand.
In the months that followed, sales jumped. By the time of the acquisition, Muff Waders had hit over $250,000 in cumulative sales, a big jump from where they were during their Shark Tank episode.
Current Business Status
By 2025, Muff Waders is still around and selling well. The company didn’t stop at overalls and suspenders. Taylor and Garret broadened the product line into hats, T-shirts, and a growing lineup of accessories. Some items were quirky, others practical, but all matched the playful Muff Waders vibe.
Their online shop has expanded, and so has their reach on social media. The company now interacts with a larger fan base. The products aren’t just novelties—many customers use them as part of their regular outdoor gear.
The most interesting part might be the new valuation. Today, Muff Waders is valued around $500,000, a massive jump from the $100,000 they proposed on Shark Tank. That kind of growth isn’t what you see every day for a startup formed around a joke between friends. For a deeper look at small business journeys like this one, check out resources at ReadMyBusiness.
The acquisition has also meant more focus on solid marketing. Stevia Nutra Corp. has put muscle behind digital ad campaigns and influencer partnerships. The brand gets shout-outs from people at concerts, on fishing trips, even from social media personalities. That’s helped keep new customers coming in while loyal fans stick around for the next new drop.
Supply chain problems seem smaller, too. Muff Waders can now get products made and shipped faster. That’s not a given in the world of U.S.-based apparel startups, especially after the pandemic shook up how things are sourced and made.
Conclusion
Muff Waders didn’t land a deal on Shark Tank, but that wasn’t the end of the story. Sometimes just being on the show—and being memorable—matters more than a handshake from one of the Sharks. Taylor Ness and Garret Lamp used the TV spotlight as a launchpad, finding their own ways to grow the business.
A successful Kickstarter campaign, loyal fans, and a smart acquisition have taken Muff Waders to places the founders probably didn’t imagine when they first put beer pockets in a pair of overalls. The company’s story proves there isn’t one path to building a business, and you don’t always need Shark Tank money to make it work.
Even now, Muff Waders is alive and kicking, with a broader product line and more reach than ever. It’s a good reminder that a funny idea, executed with some hustle and a bit of luck, can go further than you might expect—even without a deal from the Sharks.
