Brand Collaboration Targets Adventure Buyers
Toyota is extending its Land Cruiser brand equity beyond vehicles. The automaker has launched a limited-edition collaboration with Howler Brothers, an Austin-based outdoor apparel company. The intent is strategic: position the 2025 Toyota Land Cruiser as more than a utility vehicle—it's a branded gateway into the outdoor lifestyle economy.
Instead of relying on traditional advertising to sell the 2025 Land Cruiser, Toyota is converting the vehicle’s heritage into a lifestyle platform. The new Howler Brothers Land Cruiser Collection, expected in Summer 2025, includes limited-run outdoor apparel and gear designed to attract off-road enthusiasts and style-conscious buyers in the $50–$160 price range.
Key Highlights of the Land Cruiser Collaboration
- Launch Date: Summer 2025
- Product Range: Technical apparel, insulated vests, utility packs, lightweight jackets
- Design Cues: Pulled directly from the 2025 Land Cruiser First Edition’s Trail Dust and Heritage Blue trims
- Target Market: Outdoor-oriented buyers aged 30–55 with an interest in performance apparel
- Sales Channels: Available through Howler Brothers’ website and select Toyota events
This campaign expands the reach of the Toyota Land Cruiser nameplate without altering the vehicle. It’s about expanding cultural relevance—not engineering specs.
Why It’s a Strategic Play for Toyota
This collaboration gives Toyota immediate traction in the lifestyle retail space. But the broader purpose is simple: increase brand stickiness among outdoor buyers. This audience often overlaps with potential off-road SUV customers, especially those considering:
- Ford Bronco
- Jeep Wrangler Rubicon
- Land Rover Defender 90
Instead of pouring more money into traditional SUV campaigns, Toyota is feeding the outdoor lifestyle economy where brand loyalty and gear culture are tightly connected.
Key benefits to Toyota:
- Grow Land Cruiser brand equity among a younger demographic
- Tap into Howler Brothers’ built-in audience of outdoor consumers
- Position the Land Cruiser as both a product and cultural signal
Estimated Price Points for the Gear
Howler Brothers maintains a premium but attainable pricing strategy. The Toyota co-branded gear fits within that structure:
| Product Type | Estimated Price Range (USD) |
|---|---|
| Technical Shirts | $55 – $85 |
| Insulated Vests | $95 – $130 |
| Utility Backpacks | $70 – $110 |
| Lightweight Jackets | $125 – $160 |
The pricing undercuts most premium outdoor brands like Patagonia or Filson, offering similar functionality at more competitive levels. Toyota wants buyers to view this gear as usable, not decorative.
Collection Design Anchors
The gear takes direct inspiration from Land Cruiser’s signature design elements, including:
- Trail Dust and Heritage Blue colorways pulled from the 2025 First Edition
- Functional features like water-resistant materials, modular pockets, and packable insulation
- Minimal branding – both Toyota and Howler Brothers logos appear subtly, avoiding flashy co-branding
Toyota VP Lisa Materazzo called the collection "a way to bring the spirit of the Land Cruiser beyond the driver's seat.” No fluff. Just a direct play for a gear-buying audience already aligned with the brand’s utility-first image.
What the 2025 Land Cruiser Brings to the Table
The 2025 Toyota Land Cruiser returns to the U.S. as a leaner, purpose-driven off-road SUV priced under $57,000 USD. It represents a clear shift away from the luxury overreach of its predecessor and repositions the model closer to its original off-road mission.
Key performance specs include:
- 2.4L turbocharged hybrid i-FORCE MAX engine
- 326 horsepower
- 465 lb-ft of torque
- Full-time four-wheel drive system
- 8-speed automatic transmission
- Multi-Terrain Select and Crawl Control for off-road precision
- Electronic locking rear differential for low-traction environments
Trim Highlights:
- The First Edition model features classic round LED headlights, exclusive roof racks, rock rails, and premium interior details.
- Color palette options in Trail Dust and Heritage Blue—both of which directly inform the Howler Brothers collection.
With this model, Toyota targets customers who skipped the outgoing luxury-priced Land Cruiser and instead sought functionality, price efficiency, and mechanical simplicity—without sacrificing capability.
