We started Truewerk to solve a product problem - namely, workwear in the US was stuck in the 1800s and something needed to be done about it. Inspired by systems used by elite military personnel and professional mountain guides, we knew we could make dramatically better performing workwear by leveraging today's high-performance materials, modern construction techniques and a deeper connection to the job-site.
After meticulously developing our first few pieces, our test crews confirmed the benefits of our approach and gave us the nod. It was time to bring Truewerk to market.
So, we contacted the locally owned hardware store in our home town which prides itself on working with local companies and higher-end products. After more than a year and many attempts, we couldn't get the buyer to look up from his computer much less sit down to hear about what we were doing. 'Yeah, yeah...come back later' was all we heard.
We learned first hand the extent to which local specialty shops, who once carefully hand-selected the best products for their customers based on genuine interest and job-site knowledge, have given way to the methods of over-grown box retailers. With nervous hands and Wall Street looming over their shoulder, they bow to spreadsheets that dictate the products, brands, prices and terms for each item.
Then they "keystone" it, their term for doubling the price, before stuffing it on their shelves. After a few weeks they start slashing the prices until their customers settle for the products their spreadsheets bought. If the product fails after two weeks of use, the customer hears "read your receipt...7 days to return with the tags still on."
No thanks. We can do better.
It quickly became apparent that we were going to need a new approach to more than building workwear to achieve our mission. So like Tesla, Kuiu and others pushing the limits of technical performance, we threw out the middle-man retailers and began working directly with our customers.
This model enables us to offer:
We take the significant dollars that once went to retailers and reinvest them in the better fabrics, higher quality production processes and in our job-site focused approach to product development.
Our direct2U business model is foundational to our continuing to push the boundaries of performance workwear while insuring it remains affordable for those who rely on it every day.
We're also excited about this approach because it insures we get to work directly with you - answering questions, listening to what you need and talk'n shop.
Thanks for joining us!