A few pics of GR1’s that em and I used to find the Lost City (Ciudad Perdida) in Colombia. They were all we carried all over Colombia for two weeks. GR1 remains a pillar of our one ruck to rule them all (roller bags suck) way of life. Also, we both still have and use these GR1s hard and they’ve only gotten better with time.
Now, the update.
New Prices will go into full effect on Friday. Currently you can see the slashies on the site - call it a “sale”. Definitely call it last chance on most of what’s in there, as we’re evolving and paring down the line which is currently massive by our standards. We remain 100% committed to USA Manufacturing in real volumes, including GR1 our flagship everyday carry.
A few notes:
GR1 Black Cordura. These will sell out long before a restock (we have zero on order currently and under 500 units on hand split between 21L and 26L).
GR1 Heritage - sold out. Back in Q3/Q4 in Black and Dark Oak.
GR1 remains and will remain 100% built in the USA.
GR2 USA - our costs on this have increased by $175/unit (cost to us, I mean — emphasis on increased). I don’t see us building these in the USA again - there is so much labor in these.
GR3 - same story - we have 181 units of the 35L USA version. When they’re gone, they’re gone.
USA Apparel - we’re moving toward a pricing model where we charge ~double what we build it for. The only thing that lets us keep it this LOW is that we sell direct, to you. We’ve spent the last decade “seeding” quality. If we can’t charge double with all the hidden costs baked in, we can’t build it here anymore. Of note, the Merino line is the flagship of our USA Apparel - we won’t discontinue, we would simply pare it down and rebuild with greater comms on the value — which is on us to explain.
I’ve been conflicted about our own pricing since the beginning when GR1 cost $295 in 2010. It’s high, and I don’t love that. It also is what it is, and that is something we have to make our peace with. A dollar still means something real to me.
To those of you out there who have sent respectful notes and questions in, thank you. To the few of you who sent complaints in about profiteering, I’ll just say this. I enjoy our mission at GORUCK. If profiteering were my goal, I could have been sitting on a beach doing nothing a long time ago. That interests me absolutely zero, and it interests Emily even less (I’m insufferable with idle hands). GORUCK is a vessel that lets us fight for and build community, and to help solve the loneliness epidemic. If money could solve those problems, they would have been solved already — it’s not a money problem, it’s a commitment problem. I’ve never been money motivated and if given the choice to live comfortably or to commit with 100% of all I have to a cause I believe in, my answer is the last 18 years of GORUCK and the thousands of times I’ve said no to or ignored Private Equity money. I believe in what we’re doing, on our terms, and I believe that our mission is worth fighting for, with a heavy ass ruck on my back and company goals that no man can achieve in ten lifetimes, let alone one. So, on we continue and we’re grateful for the support.
--jason Cofounder, GORUCK
"If something is lost, SEND ME next time"
Love, Monster President, GORUCK Nation
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