True Classic to Expand Internationally
• Ryan Bartlett didn't have a fashion background but he knew what he didn't like when it came to a menswear staple: the T- shirt. “The cheap ones fell apart and the good ones cost $ 50 or more,” he said. He thought he could better.
So he teamed up with Nick Ventura, who had cofounded the men's basics brand Venley, and Matthew Winnick, who had a financial background, to create True Classic.
They started out with one T- shirt in a variety of colors and offered it directly to consumers on their website. They didn't think much of it initially — “It was a side project,” said Bartlett, whose background is in digital marketing. But to their surprise, the product started gaining traction and in its first month True Classic sold $ 20,000 worth of Ts, a number that ballooned to $ 200,000 within five months, Bartlett said.
They have since expanded into polos, henleys, joggers, shorts, hoodies, sweatpants and other menswear basics, all with the same ethos: comfortable product at a reasonable price. A six- pack of T- shirts retails for $ 89.99, a fleece jacket and jogger is $ 49.99, and a polo is $ 25.99. Denim and activewear will be launching shortly, Bartlett said. The brand offers a range of sizes, from small to XXL.
The customer response was swift and True Classic is projecting sales will hit $ 250 million this year.
Now True Classic is making the move outside the U. S. border. It has partnered with Global- e, a company that helps businesses expand internationally, to launch this week in the U. K., Canada, Australia and New Zealand.
Bartlett said the plan is to start with English- speaking countries before expanding to other regions. “We want to test this on a smaller scale to see what works and what doesn't,” he said.
Down the road, Bartlett said True Classic is exploring opening a retail store in its hometown of Los Angeles with a partner so “customers can get their hands on the product.”
The company has a strong philanthropic bent. It works with local homeless organizations in L. A. and donates more than 120,000 pieces every month to various charities.