Under Armour Vets Launch Revtown Denim Brand
Henry Stafford, Steve Battista and Matthew Maasdam have traded in sweats for jeans with the direct-toconsumer start-up.
A group of Under Armour Inc. ex-pats have turned their attention to denim with Revtown, a new and tightly focused, product- obsessed direct- to- consumer play.
“It took us over a year to develop the jeans,” said Henry Stafford, founder and chief executive officer. “There is a reason that there are not a million start-ups in products. Products are hard to do right.”
Revtown, which launched this week, has two styles of men’s jeans, Sharp and Automatic, which sell for $75 and are made with what the brand calls Decade Denim, a patented fabric featuring fourway dynamic stretch. The brand also