Born on the River.
Built for Life Outside.
we’re All about FunLuvin’
Playful by design. Built for real adventure.
FunLuvin’ brings personality, warmth, and function to life outside through guide-inspired layers, original prints, and gear made for river days, camp mornings, and the FUN of everyday livin’.
Meet our Founder
Kelli O’keefe
The river fuels my soul, and it was on the river where FunLuvin’ Fleecewear was born…Sweep Boat Driving on the Middle ForkI founded FunLuvin’ in 2017 after years of guiding multi-day river trips and living a life shaped by adventure, wild places, and the kind of gear you come to depend on. For over 20 years, I’ve guided on the Colorado River through the Grand Canyon, Idaho’s Middle Fork and Main Salmon Rivers, and the Daqu and Salween Rivers in Western China. The river has given me so much, and FunLuvin’ grew directly out of that life.
I started this brand because I wanted clothing and gear that felt fun, functional, affordable, and versatile enough for all the moments that come with being outside. I wanted pieces that could move from river trips to camp life to everyday wear, while still feeling playful and true to the spirit of adventure.
What began as me sewing garments myself has grown into something much bigger. Over the years, FunLuvin’ has expanded from those early handmade pieces into a growing line of guide-inspired apparel and gear, including skirts, shorts, Cuddle Buddies, Coffee Talk Blankets, sun hoodies, hats, beanies, Pearl Snaps, and new denim midlayers that mark an exciting next chapter for the brand.
As FunLuvin’ has grown, so has the community around it. Through a connection first made on the river, I was able to begin building manufacturing relationships that helped increase production and move the brand forward. That growth has allowed FunLuvin’ to reach more people while still holding onto what matters most: making gear that feels personal, useful, and rooted in real outdoor life.
Today, FunLuvin’ continues to grow in ways that feel both exciting and true to its roots. As the line expands, collaborations grow, and more people find the brand through the river and beyond, the heart of it remains the same: fun, functional gear inspired by a life outside.
FunLuvin’ has already taken me on quite the ride, and I’m so excited for what’s still to come.
Motoring below Upset Rapid on the Colorado River
All smiles when you’re on the Daqu RiverBuilt by Women who Lead with Love for the OutdoorsMeet the Team at funluvin’
Founder & DesignerKelli is the heart of FunLuvin’ Fleecewear. The brand was born on the river, and that spirit still shapes everything she creates. Based in McCall, Idaho, Kelli spends her time guiding, chasing snow, designing new products, and growing FunLuvin’ with the same fun-loving energy that started it all.
Kelli O’Keefe
Website, Marketing, & PhotographyTaylor leads website design, marketing, and brand storytelling for FunLuvin’ at Downstream Creatives. Based in Flagstaff, Arizona, she helps shape the brand through campaigns, launches, photography, and site updates. Taylor and Kelli first met on the Colorado River in 2020 and have been friends ever since.
Taylor Miller
Photography & FulfillmentSam brings a strong creative eye to FunLuvin’ and helps keep the brand moving behind the scenes. She photographs products, supports fulfillment, and plays a big role in day-to-day operations when Kelli is on the river or on the road. She lives in McCall and runs her own photography business.
Samantha Sais
We work with artists to give you the best designs
Featured Artists and Collaborators
Ellē Olsztyn
Featured ArtistEllē is an artist, educator, and river guide whose work is inspired by ecology, movement, and connection to place. Through illustration, pattern design, and storytelling, she creates art that feels vivid, playful, and rooted in the natural world. Check out the Sunhoodie they made for FunLuvin’ Here.
Work of Harris
Featured ArtistHarris is an illustrator, river guide, ski patroller, and ceramic artist based in White Salmon, Washington. Her work is playful, colorful, and shaped by life in wild places. We’re proud to feature her art as part of the FunLuvin’ story. Check out the Denim River Party Design Here.
Pearl Snap Pattern DesignerMillie is a longtime river guide whose pattern work helped inspire and shape FunLuvin’s Pearl Snaps. She has spent years guiding on the Salmon River and brings that lived river experience into everything she creates. Her influence helped make this product launch possible.
Erica Laidlaw
Artist & Textile DesignerErica is a designer based in McCall, Idaho, where she runs a design-build business with her brother. She created the fabric details for our Snap Shirt pockets and cuffs, along with artwork for other FunLuvin’ pieces. Her work brings a thoughtful, place-rooted feel to the brand.
Millie
Ongoing Artist FeaturesCollaborating with artists is part of what keeps FunLuvin’ feeling alive, personal, and connected to the outdoor community that inspired it from the start. We’re proud to highlight featured artists whose work adds depth, originality, and a strong sense of place to the brand, and we look forward to continuing those collaborations as the line grows. If you are an outdoor creative and would like to work with us, we’d love to heart from you.
Ready to see what FunLuvin’ is all about?
From Pearl Snaps and Cuddle Buddies to artist-designed details and new midlayers, FunLuvin’ is made for river days, camp mornings, and all the ways you get outside.
