Eric Girouard Facebook ad: “This photo is a bit of a risk.”

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1418923979912202

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This photo is a bit of a risk. We’re tearing this place down to the studs to build the first-ever BRUNT Flagship Store. It looks like chaos, but to me, it looks like a fresh start. But here’s the thing: we’ve been here before. We already did this with our best-selling work boot, the Marin. The easy move? Coast on success. The old-fashioned workwear brands stick with "good enough" for decades, selling you the same boot, even after the flaws show up. But we don't believe in "good enough" at BRUNT. A couple years ago, when the Marin boot, named after my buddy Matt Marin, started selling hundreds of thousands of pairs, we didn’t activate cruise control. We did what we always do - listen to the guys on the job. They told us the original leather color was inconsistent from pair to pair, some of the initial eyelets were popping out, and we experienced more defects than we ever expected to warranty. So, we did the hard thing. We took our most popular, most successful products and tore them down to the studs, and rebuilt them from scratch. We obsessed over the leather, finding one of the best tanneries in the world for both quality and consistency. We found the best hardware vendors to make metal eyelets and lace hooks that will outlive the boot. We changed 26 different parts on the inside of the boots to make them not only more durable, but maintain the insane comfort we had become known for. And since then, every new boot we’ve introduced, like the slip-on Ohman, has been built with all of the learnings and feedback from the original Marin. This building, stripped bare and ready for a total rebuild, is a physical representation of that mindset. It’s tempting at times to try and make what already exists work, but sometimes you need to strip things down to the studs to build something better. When you’re in the chaos it might seem scary. It doesn’t matter if your goal is a perfect work boot, a new store, or just a better life for you or your family - don’t be afraid to strip things down to the studs when you’ve got bigger dreams. www.bruntworkwear.com

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