Guys, we’ve got BIG plans. You already know that we founded Toren to create high quality, stylish technical apparel at a fraction of the price currently offered by the market. In this era of informed, savvy consumers, we think it’s important to explain exactly how we’re going to make good on our promise.Generally speaking, the technical apparel market operates in the traditional retail model. This means that a brand manufactures a product, retailers (like your local gear shop or REI) buy the product and those retailers sell the product to consumers. As you might expect, at each stage of the process, the price of the product goes up. We’ll give you a quick example using the fictional brand “Outdoor Co.” If Outdoor Co. makes a jacket for $100, in order to earn a profit, they might sell it to retailers for $200. The retailer will in turn sell it to you for $400, so they can make a profit too. The only person losing out in this equation is you. You might be thinking, “wait, plenty of brands are also selling online, directly to consumers – why are their prices still so high?” The reason is twofold. First, these brands can’t sell their products for a lower price than the price offered by retailers (their partners). That would damage relationships with retailers, and it would look pretty silly if the same jacket were to cost 50% less at Outdoor Co.’s store than it did at REI. Second, these brands and retailers have tons of stores throughout the country, each of which costs money. Don’t get us wrong, we love playing on the climbing wall as much as the next guy, but it’s not cheap to keep the lights on. By selling online, we can accomplish two goals. First, by eliminating the retail middle men and their markup, we can pass those savings along to you, our customers. Second, instead of spending money on tons of retail stores, we’re spending money on what we think is most important – the best materials and thoughtful, useful and flattering design. Toren’s equation is simple: great product - everything in the middle = a happily outfitted customer.