Construction, coworking, cargo pants: Apparel startup looks inward for new outpost

truewerk ciciora ballew

Truewerk founder Brian Ciciora, left, and Tradecraft Industries founder Bryce Ballew. (Amy DiPierro)

For its latest promo, apparel startup Truewerk decided to look closer to home: founder Brian Ciciora rolled out racks inside his office, the coworking space Tradecraft Industries in Adams County.

“The best way for us to sell our products is to have a guy come in and move around,” said Ciciora, who has set up a Truewerk display in the Tradecraft lobby. “They’re able to try on the product, touch it, feel it.”

Ciciora said heavy, cotton-based work clothes are still the norm for much of the construction industry. He’s betting that once workers slip into his gear – which aspires to be more like performance sportswear than Carhartt – they’ll notice a difference in range of motion and durability.

Truewerk raised a $100,000 seed round in October 2016 and counts Dan Nordstrom, CEO of Seattle-based sports gear company Outdoor Research, among its investors.

truewerk ciciora ballew

Truewerk founder Brian Ciciora, left, and Tradecraft Industries founder Bryce Ballew. (Amy DiPierro)

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