The brainchild of Brian Hoffner, a long-time Houston police officer and self-described "kind of a renaissance man," ATA offers Demin pants, khaki pants, and khaki shorts, all made with zippers for easy access to the company's custom covert thigh holster.
"There is NO BETTER WAY to secretly carry your pistol and equipment," the company says on its website. "These pants are engineered for battle, and for everyday operating. For warriors, by warriors."
In an interview with TPM, Hoffner said that after 27 years of making holsters, he's finally come up with a satisfactory way to discretely carry a pistol.
"It's been tough to fix, because the gun either bulges at your waist or you have to wear your shirt out as a cover... or it's pulling at your garment," Hoffner said.
According to Hoffner, his products have the potential to appeal as much to women as men.
"Women, because of their ergonomics, have always had a problem wearing a pistol at their hip," he said.
ATA items are not cheap. The pants will run you $149, and a holster costs $49. But Hoffner believes strongly that his products should be manufactured in the United States, even if that keeps costs up. Plus, manufacturing at home will allow him to do custom orders.
Hundreds of orders have already come in, Hoffner said, and the new products have been generating media buzz.
"I've never been a clothing designer before," Hoffner said. "With that said, I am now."
Here's a video demonstration of ATA's merchandise:
(h/t Houston Chronicle)