WHY AMABILIS EXISTS
AMABILIS was built on the belief that what you carry and how you live should be aligned.
This is not a brand created to follow trends or serve a single environment. AMABILIS is built for men who move between roles, responsibilities, and challenges without losing their edge. Men who lead, build, protect, and adapt often in the same day. That reality demands more than style, it demands readiness.
At its core, AMABILIS exists to carry forward a standard—one rooted in resilience, integrity, and higher purpose. We are about forging men of character as much as we are about building high-performance gear. Our standard reflects not just what you can do, but also how you choose to operate.
Our core values guide everything we create. Integrity and honor define our decisions. Strength and excellence drive our performance. Wisdom and humility keep us grounded. Courage and creativity push us forward.
Our mission is simple: build high-quality, technically advanced gear that prepares you for uncertainty, protects what matters, and empowers you to move with confidence across any environment—urban, outdoor, and beyond.
AMABILIS is bigger than our collection of products.
We seek to build a brotherhood, forged on shared standards, mutual respect, and the pursuit of constant improvement. We are committed to helping you show up prepared, live with intention, and leave something behind that lasts.
This is AMABILIS.
OUR STORY:
2024- Present
Hunter Johnston - CEO/Chief Business Officer
AMABILIS is led by Hunter Johnston—a West Point graduate, retired Army Airborne Ranger Paratrooper, and seasoned Executive with a career defined by focused performance under
pressure.
His experience spans elite military operations, where gear is tested in darkness, extreme environments, and unforgiving conditions where failure is not an option. From high-altitude climbs in his early years to leading airborne and special quick reaction units, he developed a lifelong understanding of what works—and what does not—when it matters most.
Trained as an engineer and grounded in operations research, his approach to design is systematic and exacting. Every element is evaluated through the lens of critical variables—durability, ease of use, adaptability, material performance, and real-world functionality. Years of executive leadership across public, private, and entrepreneurial businesses further refined this discipline, reinforcing a standard of quality, precision, and accountability.
AMABILIS is built on that foundation.
The gear reflects a field-first perspective—engineered for real conditions, informed by lived experience, and refined through an understanding of both performance and presence. Systems like the Vector platform are designed with purpose—where access, organization, and material selection are driven by the realities of operating under pressure. The High Point | Peak Series reflects elevated style and comfort with a combination of technology driven fabrics. The Iron Line Series is designed for grit and grind - the hard working man who is an Iron Horse. The Responder Series is engineered and styled for tactical performance for First Responders and Operators.
This is not about following trends or leading a brand in the traditional sense. It is about establishing an exceptional standard—and building a brotherhood of men who carry it.
AMABILISGEAR exists for those who move through Work, Life, and Elevation with intention—men who expect more from themselves, and from what they carry. AMABILIS Men whose positive influence inspires excellence and mastery.
2016-2024:
Brian Abrams - Founder
AMABILIS was founded in 2016 by Brian Abrams—an experienced designer, master class mountain athlete, and pioneer in high-performance technical apparel and gear.
Brian’s background began in textiles and advanced design, combined with years of operating in extreme environments—training military and tactical units in mountain movement, climbing, and survival. His work led to the development of specialized gear for elite units, including the Marine Assault Climbers Kit, and earned him distinction as a licensed manufacturer and designer of GORE-TEX® products for both military and consumer applications.
Through his company, Adventure Tech, Brian delivered high-performance systems to Special Operations units, government agencies, FEMA, and First Responders—gear built to perform in unforgiving conditions where durability, function, and reliability were critical. His work extended beyond apparel into complete systems, including lightweight sleep solutions and mission-specific equipment designed for real-world use.
The concept of AMABILIS was born in the mountains of Washington State—on a cold snowy morning in Snoqualmie Pass—where Brian drew inspiration from climbing AMABILIS Mountain while experiencing the enduring character it represented. That vision led to the creation of the brand and its first signature product, the Dave Duffle, named in honor of his close friend, collaborator, and Marine, Dave Ruiz.
In 2024, AMABILIS entered its next phase.
After working with Brian on strategic direction, Hunter Johnston acquired the brand with a clear vision—to build upon its foundation of real-world performance and elevate it into a broader standard. Combining Brian’s legacy of technical excellence with Hunter’s military experience as an Operator, Engineer, and Business Executive, AMABILIS continues to evolve—expanding from high performance gear into a complete system of apparel and equipment designed for men who move through Work, Life, and Elevation with intention, unique style, accountability, and deliberate action.
