Why We Started RuggedBlack
What If I Told You Athleisure Was Created By Urban Black Millennials in the 1990s?
Athletic, technical clothes worn for leisure. Sounds eerily similar to the striped trackpants we used to wear in high school. The skinny-cut, overpriced athleisure you see today is a sorry imitation of real athleisure activewear of yesteryear. Stretchy black yoga leggings didn't create the athleisure category. No more than Columbus's journey to the Caribbean "discovered" America. There were streetwear-shaped footprints here before. We started RuggedBlack to retake the category for Rugged Urban Millennials. Comfortable Clothes for Rugged Men
BRAND VALUES
BRAND EXCELLENCE
Our brand is our reputation. Our reputation will be built by delivering the best customer experience - through product quality, customer service, and innovation.
RELENTLESS HUSTLE
Hustle requires three components - humility, hunger, and hard work. To comfort and motivate the Rugged, these qualities are essential to our ethos.
REAL DIVERSITY
Every company claims diversity is a brand value. Being a black-owned company, we truly live it. True Diversity means hiring, developing, and retaining talent from underrepresented groups.
TRUE INVESTMENT
We are not a profit-first company. We want to make an meaningful impact on people and our environment. We practice Corporate Tithing.
OUR COMMITMENT IS TO INVEST IN THE CHANGE WE WANT TO SEE
We commit to donate 10% of our profits to charity. We believe our mission is twofold.
1. We want to encourage and fund entrepreneurs from underrepresented groups
2. We want to be an environmentally-positive company
We believe that reducing inequality in small business ownership will reduce pay disparities, employment/promotion gaps, and socioeconomic injustices. Being an apparel brand, it's just right thing to do - reducing our environmental impact and carbon footprint.
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