EP 272: Here’s What Happens When Your Customers Design Your Clothes

We'd love to have your feedback and ideas for future episodes of Retail Unwrapped. Just text us!Here’s an interesting fact: 1.6 million tradespeople trust their friends over impersonal brands. And here’s why: Most workwear brands claim they understand their customers, but they're designing products by committee in the boardroom and based on their P/L.  Join Shelley and Eric Gerard who discuss how he built his BRUNT Workwear brand with the people who actually wear the work gear.  They reveal how BRUNT was launched with the encouragement of childhood friends who were brought up in a blue-collar manufacturing town. Unlike Eric and his colleagues, the workwear industry has forgotten who it serves and would be better served by paying attention to what happens when customers help design their own products.  BRUNT eliminated PFAS from water-resistant fabrics before regulations required it, positioning the brand ahead of market demands while legacy competitors are still scrambling to reformulate. BRUNT stays close to its customers, outfitting the New England Patriots field crew this season, partnering with unique talent like Diesel Dave who tricks out trucks and professional motocross athlete Travis Pastrana. It’s also a mainstay in rally racing, NASCAR, and automotive stunt performance. BRUNT’s Bucket Talk is “a monthly podcast that takes listeners across America to meet the “most badass tradespeople, industry leaders and personalities.” Growing from an initial 110 stores to 858 doors nationwide while maintaining its brand integrity proves that authentic products are relevant and can scale when you understand your local communities and customers. Guest: Eric Girouard, Founder + CEO at BRUNT WorkwearFor more strategic insights and compelling content, visit TheRobinReport.com, where you can read, watch, and listen to content from Robin Lewis and other retail industry experts, and be sure to follow us on LinkedIn and Twitter.