Price Increase Coming on USA Built Everything
A note from Jason, our Cofounder
Up front: we’re increasing the prices on our USA built gear from 10-40%.
This price increase will go into effect March 31st. We expect demand in units to decrease after that, and that’s OK. We’re committed to building the best gear we can in the USA and charging a fair price. |
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The Fuller Story
We started with “3 bags and a hat” - all Built in the USA, in 2010. Our first website is shown above. We were especially proud of the shopping cart logo - and I still am, I LOVE IT! It didn’t get filled up very often back then, but there was honor in that struggle to survive, and I miss the absolute clarity of live or die.
We have a lot more than 4 SKU’s now — 7,626 more to be precise. And as long as I’m breathing and at GORUCK, we will build a meaningful and significant amount of gear in the USA. In the past two years we’ve built over 200,000 pieces of gear here at home in America, and we’re proud of that:
- Our original rucksack, GR1 is the reason we exist, and it’s built exclusively right here. If you have a laptop or like traveling or walking anywhere, this is one ruck to rule them all.
- Ten million pounds of Ruck Plates later, we’ve gotten a lot of American workers strong, and a lot of mailmen and women, too — because you wanted to challenge yourself to some extra fun miles.
- The owner of our factory (Joe) where we built over 50,000 pieces of apparel in the last two years is a dear friend. We’ve been to Normandy together with our families, we’ve even been front row together at a Smashing Pumpkins concert together, in his town of Spokane, Washington, USA.
The point is, everything we do is personal. GORUCK is family owned. We have no investors, we’re beholden to nobody except for you. I hope that when our kids are running things, that they learn this lesson: we work for you, and don’t you let us forget it. (I have a feeling that today especially, you won’t!)
So here’s the deal. You have five weeks till the prices go up significantly. GR1 will cost $395, GR1 Heritage will cost $525. Yes, for a “backpack”. I get it, it’s crazy. Our job is to continue to communicate value and stories, and if you choose to trust us with your hard earned dollars, we’ll stand by your gear for life. We honor that commitment feet away from my desk in Jax Beach, Florida, and we’re proud to do so.
Thanks for the support, thanks for helping us build something that matters. If you’ve made it this far, thank you for giving enough of a shit about what we’re building to even care to read this. If you have any feedback for me about anything we’re doing, my email is jason@goruck.com. I don’t have a secretary and never have. It’ll go direct to me with zero filters and I’d love to hear from you.
We’re grateful to work for you.
Cofounder, GORUCK
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