Building A Merino Wool Running Apparel Brand

Yep. We’re giving it a go. After many months of research, planning and more than a few cathartic long runs, we’ve decided to launch Pettet Endurance Project – a merino wool running apparel brand.

Sounds risky, right? Well that’s because it is. The apparel business is notoriously tough, even more so when it comes to athletic apparel. It’s a knock down, drag out brawl – a brawl that can traditionally only be won by whomever has the biggest marketing budget. And simply put, we think that’s bullshit. As endurance athletes we’ve longed for something different than the norm and have grown tired of the same brands, running the same business model, making the same cheap clothes from the same oversees factories – all the while creating a huge amount of waste in the process. So here we are, the anti-establishment, making a move to shake things up a bit.

So, What’s different about Pettet Endurance Project?

To start, we’re a direct to consumer Ecommerce brand. That means there’s no brick & mortar store, no middlemen, and none of the crazy markups you see with traditional brands.

Second, we’re a product-first company. At the risk of sounding completely lame: Every garment we sew is made with exacting standards, from the highest quality materials, using the most advanced manufacturing processes. No, seriously. We don’t believe in “feature rollback.”

Third, we’ve focused entirely on merino wool as the main fabric. It’s naturally wicking, anti-stink, sustainable, and full of awesome.

And the best part is that every stitch is sewn in Washington & Oregon.

We’re still in the very early stages of this effort. Some would argue too early to be authoring a blog like this. As of December 2012 we have no product, we have no logo, and we operate out of a garage. But that’s by design. We’ve set out to build a different type of company, one that is truly transparent. And that means involving each and every one of you from the gun.

You can expect us to share everything from product sketches, to brand development, to business processes on this blog. Your thoughts are highly encouraged. And by all means, please be honest.

Looking forward to your feedback and what 2013 has in store for all of us!

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