Meet Revtown, a denim brand on a mission
There’s a new clothing brand in the ‘Burgh on a mission to create the most comfortable, versatile jeans on the market.
Sound ambitious? Revtown and its team believe they’re up to the challenge.
It launched its first denim styles for men, along with coordinating shirts, in late January at www.revtownusa.com. Next, options for women will be in the works.
“A lot of great products are developed when there’s a problem. There’s a casualization in America that’s happened. What we found looking at ourselves and talking to folks is that people are uncomfortable in the jeans they are wearing,” says CEO and cofounder Henry Stafford, a 43-year-old Mt. Lebanon native who now resides in Shadyside. Prior to Revtown, he worked with Gap, Old Navy and Abercrombie and Fitch. He went on to become chief merchandising officer at American Eagle Outfitters and in 2006 joined Under Armour, where he oversaw product and North American business.
Other core team members include chief merchandising officer Steve Battista (formerly head of brand and creative at Under Armour), chief operating officer Chris Lust (founder/partner of Dock Street Capital Management and SLC Capital Management) and chief digital officer Matthew Maasdam (a 14-year Navy SEAL and a Navy aide at the White House before running e-commerce operations for
Under Armour).
In total, Revtown employs “fewer than 20 but more than 10,” Mr. Stafford says.
According to market research firm NPD Group, denim sales have rebounded in recent years, with a 4 percent increase in 2016. In particular, “innovation and newness” are driving that growth. Meanwhile, Revtown’s research found that people, on average, wear jeans five out of seven days a week; those who can wear them to the office opt for a pair four out of five days of the workweek.
To improve feel and fit, the classic jean can learn a thing or two from the athleisure industry, which continues to dominate the runway and retailers alike.
“When people get home from work, they’re slipping into something that’s more comfortable, like athletic shorts or yoga leggings,” Mr. Stafford says. “We challenged our design team to develop a high-quality premium [denim] design that had to be comfortable and mobile enough to rival anything in the athletic world.”
To pull that off, Revtown partnered with a denim mill outside Milan, Italy.
“We took the strongest fibers used in apparel today and basically wove them together to create this denim,” he explains. “It creates something very, very soft that’s also very mobile and comfortable. Very importantly, the strong fibers are very durable and will last from year to year.”
Simplicity is another hallmark of the brand. Men’s jeans come in two styles: the automatic (your any time, any place jean) and the sharp (a sleeker style suitable for work). Each fit is available in four washes, as well as in more than 20 sizes. The Revtown website walks shoppers step by step on how to pick the right pant. Plus, no need to know inseam or waist measurements. The site has an algorithm that suggests a jean size based on age, weight and height.
“Our goal is to be very clear to the consumer,” Mr. Stafford says.
To streamline prices — a single pair of jeans goes for $75 — Revtown has opted for a direct-to-consumer model and a lean staff that works out of Industrious, a coworking space in Downtown’s PPG Place. It also has satellite offices in New York City and Los Angeles. Wardrobe in need of a pick-me-up? Try the Revtown Crate, two pairs of jeans and three shirts for $210.
So far, Pittsburgh has proved to be a supportive place to build a startup brand.
“The identity of Pittsburgh really kind of aligns with the identity of Revtown,” says creative and design director Courtney Powell, who also owns the men’s shop Kinsman in Lawrenceville. “Pittsburgh honors its gritty, blue collar, Rust Belt roots but has an innovative future. Those are the values we celebrate, as well.”
The city’s rich entrepreneurial community also has helped the infant company find its footing.
“There are so many people who are in your corner in this town when you’re doing something from this town. That just feels awesome,” Mr. Stafford says. “It’s not just a friends-andfamily thing. People in this town want to see companies and brands in this town succeed.
“Our goal is to be Pittsburgh’s jean company that makes the world’s best jeans.”