What defines a brand? For some, the answer comes in the form of good branding—a fancy logo, a compelling name, or a catchy jingle. Others seek to define their brand solely through the quality of their products. All important pieces—but only pieces. At TRUEWERK, we believe a brand is something bigger, something much more fundamentally connected to the human experience. We believe a true brand is built on deeply-held values and beliefs—brought to life through an unyielding commitment to ensuring every decision and action is driven by those core principles. In everything we do, we believe in challenging convention, and creating a community rooted in shared values. We believe in elevating the trades—illuminating the pride, professionalism, and standards of the people who make our society function.
And so, we’re absolutely committed to delivering great products that respect tradition and push expectations, setting a new bar of excellence for workwear. But what excites me most is seeing the same values and passions that drive the creation of our products (and all the ways in which we do business) reflected by the people who wear them. At the end of the day, it’s pretty simple: what people do while wearing TRUEWERK, and how they do it, ultimately defines the TRUEWERK brand.
Our community spans a wide range of occupations—from plumbers to electricians, ranchers to wind-turbine techs, and many more. These men and women embody the same values that guide us. They’re committed to developing their skills and abilities, they champion curiosity and communication, and remain calm and capable in the face of adversity —to name just a few. Time and again, I see how our community steps up, going the extra mile in service to their clients, teams, and families. Though the trades, climates and backgrounds of our community may differ. If you look a little closer, though, it’s clear that there’s a way of life that’s common to all of us.
Many of the thoughts above were inspired by a recent backcountry ski trip I took with a group of my closest friends—all very connected to TRUEWERK and exemplify the core of what I believe our brand represents. I’m thankful for them, and for all of you who’ve come with us on this adventure, helping us all give deeper definition to the TRUEWERK brand every day.
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