In 1992 Wall Street Journal reporter Alix Freedman reported that Sundance was founded in 1989 by a nephew of George Jennings founder of Raven Industries and patriarch of the Jennings family Saturday Night Special cartel. Sundance Industries sells clones of the Raven .25.
Marketing is primarily limited to the company catalog, which features a Western theme.
The Sundance logo is a 10-gallon hat resting on a pair of cowboy boots and a gun belt.