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.