Our Story

Every story has to start somewhere.

Ours started on the Gulf Coast.

To tell the story of Deerfish Outfitters, we first have to tell the story of Deerfish Distilling Co.

At a young age, Austin left Alabama to chase his dream of becoming a still builder. That journey led him into distilling, where he met his wife, Ashley. Together they built successful careers in Yakima, Washington, with Austin becoming an award-winning Master Distiller while Ashley managed the day-to-day operations of the distillery.

As the years passed, Austin found himself drawn back to the waters where he grew up. Ashley quickly fell in love with the Gulf Coast's people, traditions, and way of life. Back in Mobile, Austin's brother, Lee, and his wife, Emilie, had built lives of their own. Family, friends, careers, and deep roots in the community had made the Gulf Coast home.

One visit home ended with the four of us sitting around for hours, telling stories, throwing around ideas, and imagining what was possible. Mobile didn't have a distillery. Maybe that was a sign to come home. Over time, the conversation found its way back to one question:

What if we actually did it?

None of us knew we were starting a business.

We were just dreaming about "someday." One conversation became another. Then another. Before long, "what if" slowly became "why not?"

The spark had been lit.

In 2024, Austin and Ashley packed up everything they owned and moved back to Alabama. Together, we took a leap of faith and built Deerfish Distilling Co.

The road wasn't easy. Delays, permits, changing building codes, and countless unexpected obstacles tested our patience. But every setback pushed us to think differently, adapt, and keep moving forward.

While we waited, we refused to sit still.

Ashley and Emilie began designing merchandise while we transformed our historic downtown Mobile building into something that reflected who we are. Alabama met Washington. The bayou met the beach. Every piece of décor, every keepsake, and every design carried part of our family's story.

Before we ever sold our first drink, we had already built a place that felt like home.

When our doors finally opened, our ready-to-drink vodka soda line, Fish Hook, introduced people to Deerfish. Our priority is quality liquor beverages. But along the way, designing had become one of our favorite parts of building Deerfish.

What started as a few shirts inspired by Fish Hook quickly turned into new ideas, new designs, and new stories we wanted to tell. Every design captured a place, a tradition, a memory, or a moment that meant something to us. We weren't creating apparel simply to sell merchandise—we were creating pieces of the Deerfish lifestyle.

That's when we realized Deerfish had grown beyond the distillery.

Some stories are told through what you drink.

Others are told through what you wear.

Deerfish Outfitters became another chapter in the Deerfish story – a way to share the places, traditions, and memories that inspired Deerfish from the very beginning.

We never set out to build just another distillery or another clothing company.

In fact, Deerfish wasn't born in a boardroom.

It was born around a table, with two brothers, their wives, and with far more laughter than business plans.

Because Deerfish has never been just a place.

It's watching the sun set from the boat.

It's sitting around the campfire after a long day.

It's cheering with friends on a football Saturday.

It's family traditions, unforgettable weekends, and the stories that get better every time they're told.

Whether it's a can in your hand or a shirt on your back, we hope it reminds you to slow down, stay a little longer, and make memories with the people who matter most.

Thank you for being part of our story.

We're glad you're here.

Make the memories. Tell the stories.