View details of this raise on Seedstage

Dallas, TX

Scaling an apparel brand focused on resilience and mental health awareness through strategic investment in operations and marketing.

• Mission-driven brand: Built around mental health advocacy and personal resilience.
• Clear growth strategy: Plans to scale through e-commerce, marketing, and retail partnerships.
• Strong founder story: Inspired by the life journey of a veteran and entrepreneur.
• Unique product identity: Apparel line features a bold message with strong customer resonance.
• Community engagement: Customers become brand ambassadors spreading a positive message.

FISHMO is raising capital to scale its operations and grow its e-commerce-focused apparel and lifestyle brand. Rooted in the message of resilience and recovery, FISHMO produces bold, meaningful clothing designed to inspire individuals, particularly those affected by mental health challenges. The company plans to use the funds to acquire inventory, execute targeted marketing campaigns, revamp its website, and strengthen brand presence. With an emphasis on direct-to-consumer sales and a focus on social media engagement, FISHMO aims to expand its market reach, enhance customer satisfaction, and build a loyal community of brand ambassadors.

Founded by U.S. Coast Guard veteran Pete Sommerfeldt, FISHMO draws from a deeply personal story of perseverance and transformation. After years of brand evolution and lessons learned, the company is returning to its original, customer-favorite design and message: “F*** It. S*** Happens. Move On.” The funding will enable FISHMO to meet growing demand, broaden its product offerings, and pursue partnerships with major retailers. By investing in inventory, marketing, and operational infrastructure, the company is positioning itself to establish a stronger foothold in the competitive lifestyle apparel market while continuing its mission to support mental health advocacy through a portion of proceeds donated to NAMI.

Company Info

FISHMO is a lifestyle apparel brand focused on resilience and mental health awareness through direct-to-consumer sales and impactful design.

FISHMO is an apparel and lifestyle brand rooted in the themes of resilience, mental health awareness, and personal growth. The company designs and sells high-quality clothing and accessories—including t-shirts, hoodies, fishing shirts, and camouflage shorts—featuring a bold logo that symbolizes its core philosophy: “Face It. Shit Happens. Move On.” The brand seeks to connect with individuals facing adversity, particularly those affected by mental illness, by offering products that promote strength, humor, and solidarity. A portion of all proceeds is donated to the National Alliance on Mental Illness (NAMI), further aligning the brand with its mission to empower and support those in need.

Founded by U.S. Coast Guard veteran Pete Sommerfeldt, FISHMO has evolved over the past decade, overcoming challenges in design, capital, and market fit. The company is now focused on scaling its direct-to-consumer model through e-commerce and social media engagement while maintaining operational efficiency through partnerships with manufacturers and fulfillment providers. With a clear target demographic of outdoor enthusiasts aged 18-50, FISHMO differentiates itself through its message-driven branding and grassroots appeal. As it reintroduces its original, more popular designs and expands its product line, the company is positioned to build a loyal customer base and strengthen its presence in the competitive lifestyle apparel market.