Ares Gear has long been a quiet benchmark in the duty and EDC world. If you’ve spent time around serious shooters, cops, or hard-use civilians, you’ve probably heard the Aegis belt mentioned with a tone usually reserved for mission-critical kit. Now, the U.S.-based company is stepping into a new chapter with the launch of a refreshed website—and a clear roadmap for growth.
New Owner, Same No-Compromise Ethos
Ares Gear was acquired by Victory First on June 1, 2025, with industry veteran Matthew Jacques at the helm. While acquisitions often signal a pivot in direction, Jacques is adamant that Ares Gear’s DNA isn’t changing. The brand’s core promise, premium belts and accessories built without compromise, remains intact.
That commitment starts with materials. Ares Gear continues to source American-made components for every product, down to the bonded thread used in its belts. In an industry where “Made in the USA” can sometimes be marketing shorthand, Ares has built its reputation on actually delivering on that claim.
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A Premium Digital Experience
The newly launched AresGear.com website isn’t just a facelift, it’s designed to be a best-in-class shopping experience for both longtime users and first-time buyers. Cleaner navigation, updated visuals, and a streamlined checkout are aimed at making it easier to spec out gear that often becomes a daily-wear staple.
For a company whose products are built to be worn hard and trusted implicitly, the updated site finally reflects the premium positioning of the brand. It’s a digital storefront that feels as purpose-driven as the gear itself.
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Dealer Program & Product Expansion Incoming
Beyond the website refresh, Ares Gear is laying the groundwork for a new dealer program. The goal is simple: build a stronger network of retailers who understand and can communicate why Ares belts and soft goods sit at the top of the category.
On the product side, expansion is already in the works. Jacques brings a background that spans U.S. Marine service, retired law enforcement, and nearly two decades in the gear industry. Combined with direct customer feedback, that experience is driving new prototypes and designs focused on real-world needs, and not spec-sheet gimmicks.
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Expect the brand to push beyond its current lineup while maintaining the same focus on durability, function, and understated design.
Built for Those Who Carry
Ares Gear’s tagline says it all: “If you carry a gun… it’s on an Aegis.” It’s a bold statement, but one that resonates with users who understand that a belt isn’t just an accessory… It’s foundational life-support gear for concealed carry, duty use, or military applications.
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With a refreshed digital presence, a dealer expansion strategy, and new products on the horizon, Ares Gear is clearly positioning itself for its next phase. The mission, however, hasn’t changed: build the best belts and soft goods in the business, using the best materials, for people who rely on their gear when it matters.
You can check out the new site and see what’s next for one of the industry’s most respected belt makers.
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