TideWe

Online outdoor retailer TideWe claims that its origins as a company trace back to a hunting trip the two founders took deep in the woods of western Wisconsin.

As the story goes, the hike required crossing several creeks, for which they did not have the proper gear:

Once we arrived at our hunting location, we both realized we were doomed with the failing temperature, as we had acquired wet feet due to leaks in our boots.

They purportedly launched TideWe so that hunters wouldn’t meet a similar fate.

Versions of the origin story appear on the TideWe website and in the company’s Amazon listings for a variety of TideWe hunting gear.

But did this consequential hunting trip ever actually happen? And who are these brave founders who went on to create the “No. 1 online hunting brand,” according to the company’s Amazon listings? We may never know.

After receiving a tip from a consumer, TINA.org looked into the origin of TideWe and discovered some interesting facts consumers may want to know before pulling the trigger.

For starters, TideWe isn’t registered in its purported origin state of Wisconsin. It’s also not registered in California or in Tennessee, where some of the company’s social media accounts claim it is headquartered or based.

In addition, the owner of several TideWe trademarks isn’t an American company, but a Chinese company, Beijing Huaqing Technology. And on its contact page, TideWe lists a different company name – MountPax Company Limited – and a Hong Kong address.

Also of note, in response to a question regarding its origin that a consumer left on Amazon in 2022, the company said that its hunting boots, while purportedly designed in the U.S., are “made in China.”

TideWe’s origin story is not the only marketing raising questions. Despite its claim to be the “No. 1 online hunting brand,” TideWe does not appear on several lists of the top hunting companies.

TideWe did not respond to TINA.org’s request for comment.

The bottom line

If a brand’s backstory is important to you, make sure to check for inconsistencies before making a purchase.

Find more of our coverage on origin claims.