It's on the elbow of the guy posing with a cigar and a handgun wearing sunglasses indoors in a pub, next to a bartender who is poking himself with a knife.

It'd be a decent parody of toxic masculinity if it wasn't for the fact that this guy has, in fact, tattooed a confederate flag on his body. So I'm worried they might be serious, which makes me question a number of things.

(more on topic, I'd probably just get a pair of Fjällräven Keb Agile, but I know OP wants to explore other options)

Listen up. Varustelka started as surplus store and they are producer of a custom brand called Särmä.

Their gear is on par with Savotta (same sewers) and the customer service is excellent. But yes; their main audience is the tactical community. But they also have great items for hiking and re-creational stuff (take a look at the merino stuff).