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The outdoor retail world has pretty much worked on the same sales model for the last 75 years - manufactures build the product which they sell through representatives to retail stores and they in turn sell them to the end consumer. This process creates cost markups at every junction, driving the price higher than necessary for the quality of the product that the consumer buys. We have seen this from every angle while working in retail, as sales reps and building our own line. We decided to sell direct to the consumer because we could build clothing with high-quality materials, such as our merino blend, at a lower final cost and we could be honest to the consumer about what they're paying for. The consumer isn't paying for traveling reps, manufacturer's shows and all that goes into the "old" sales model. Higher-quality at a lower price and being honest to our customers sounds good to us.
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