Private listing #881162

The company was launched in 2010 with a pair of pants made from softshell fabric from Schoeller Textiles in Switzerland. Schoeller is widely known in the apparel industry as one of the finest and most innovative textile companies in the world. The focus was to sell only on-line using SEO (search engine optimization) technics combine with traditional public relations efforts focused on on-line gear review to drive traffic to the website.

Over the next three years, there were a number of PR wins as well as the introduction of a lighter weight pant made from less expensive fabric. Operational work including customer service and distribution were outsourced to third parties. As the business grew the founder, realizing the business needed more attention than he could devote to it, decided to sell the business in 2014.

The business was subsequently purchased by three apparel industry veterans that recognized the value that had been created and a shared a vision for building a bigger business with the softshell jean concept and foundational tenants of 1) world class fabrics that offer high levels of performance 2) Local manufacturing that allows for control over quality and scale 3) Versatile design and features that create apparel that can be used across multiple activities and environments that create sustainability the quality and functionality that allows the consumers to buy fewer garments.

The company is exploring options with regard to the future ownership of the brand and are actively looking for either an outright buyer or new majority shareholder. We have great product and great opportunities for growth but are seeking to divest for the following reasons: - Limited time to commit to the brand. The three active partners have all either have launched or are in the process of launching other businesses and cannot continue to commit the time the brand requires. - Limited Capital. As a partnership group we do not have any available resources available to fund the growth plan.

Growing the brand through marketing, managing apparel design, development and production. Developing new sales channels and fulfilling direct to consumer orders.

The future for the brand is strong with the right mix of leadership and capital. - Develop a good, better, best strategy within in each product area to attract a bigger consumer base. We have focused solely on “best” and have limited our customer base as a result. - Within the pant category develop a new fit profile for a slimmer/urban fit profile. We have consistently received feedback for the need for this but have not had the resources to develop and market it. - Broaden the product offering to include women-specific fit - Develop a wider range of price points. - Expand into wholesale to increase brand awareness. -Greatly increase the marketing spend inline with growth expectations.