This time I am going to give you a background on how this happened and what it means for TRU
I have started TRU with the intention to make the world's best toolbelts, this led me to a custom only work path. It suited the scale of operation, but most importantly, I didn't need to guess what makes a perfect toolbelt. People had the chance to pick and choose exactly what they wanted.
With 3 years of RnD work, a million ideas, thousands of conversations on toolbelts and hundreds of customers, we learned a lot. And with this experience, we are comfortable to move ahead and start scaling this.
I had this idea of direction all along and I knew eventually we will need to make standardized products, but I never liked the idea of boring stuff. It had to be something special and this is where Ryan comes in. I wanted to work with him for a very long time, I believe we have similar values and approach to work, which made this the right collaboration.
We worked on this for about 5 months, long conversations on design and his needs as carpenter for a tool belt. A lot of things had to line up for this to happen and once it finally did I am damn happy with the result.
What's the future for TRU? More standard items that are not boring. We know what you want, we know the people that we want to work with and we have the muscle to get it done.
I hope we will never stop making custom tool belts, but from a business perspective, it's not sustainable. 5 month lead times aren't great and being late stresses the fuck out of me. We need to grow and learn to control this better, while keeping the unmatched attention to detail on everything we do.
STAY TRU 🙌
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