HoldFast Gear

American Made Since 2011

Matthew Swaggart

Tulsa, Oklahoma
A Classic Americana aesthetic centering around style, durability and functionality. Carrying cameras should be easy & never hinder your style.

Tell us about your business.

My name is Matthew Swaggart. I founded HoldFast in the midst of a personal creative reinvention. During this time, I was inspired to holdfast to three very basic values. Taste: Things must look right. Logic: Things must make sense. Faith: Because logic takes us only so far... and then we must leap. I’ve traveled the world, capturing stories of humanity’s highs and lows. I always disliked the bulky and militaristic style of today’s photographer’s gear. And after years of creeping back pain, I became intolerant of its poor function. I determined to create a brand that blended the elegant styles of yesterday with unsurpassed modern functionality. HoldFast was born from a sense of adventure and the belief that history is waiting to be captured and made. I believe an image can tell a story. And a powerful story can make history--and change its course. My hope is that HoldFast equips my fellow image-capturers to better tell such stories.

What makes your business stand out?

Not settling. I work extremely hard to have all of my products made within my own local community. I branch out statewide when I have to, then out a little further but ALWAYS within the US borders. Everything I make is made locally, greatly benefitting local businesses and a small number of products are made in New York. Even the materials I source I strive to buy within the US. I believe that carrying cameras shouldn't hold your wardrobe hostage. You should look as good as the things you shoot, and blend in by not standing out like an militiaman with a camera.

What's the best business advice you've received?

Don't worry about companies that copy, they can't copy your brain so keep dreaming big. Stay out in front by innovating, not worrying about those that copy your innovation.

Comments (0)


Mark Your Calendar

    Oct. 17, 2014

    2014 Award Winner and Audience Choice Winner announced.

    See past Award Winners
    Nov. 7, 2014

    Join Martha at the American Made Summit kickoff cocktail party.

    Buy Tickets Now
    Nov. 8, 2014

    Don’t miss our networking event and maker lecture series in New York City.

    Buy Tickets Now
    Nov. 15 - 16, 2014

    Shop for holiday gifts at the Martha Stewart American Made Pavilion.

    Learn More

More Finalists

  • 2014 Audience Choice Winner
    Self taught metal artist opened up a gallery on bridge-less low country island 13+ years ago to specialize in handcrafting coastal sculptures.
    Crafts, Recycled, Upcycled, Vintage Crafts
  • 2014 Crafts Finalist

    Jessie Lazar, LLC

    Jessie Lazar
    Born and bred New Yorker, I love to work with my hands. My interest in fine, hand crafted ceramics drives me to make unique functional ware.
    Crafts, Ceramics, Pottery & Glass
  • 2014 Food Finalist

    Tin Mustard

    Tin Dizdarevic
    Tin Mustard is a delicious mustard produced with great care in Brooklyn, NY.
    Food, Bottled, Jarred & Canned
  • 2014 Style Finalist

    Alaska Glacial Mud Co.

    Lauren Padawer
    Alaska Glacial Mud Co. combines raw glacial minerals and sub-arctic botanical to produce high quality pure glacial-derived skin care products.
    Style, Beauty