By Amish Jindal, Communications & Marketing Intern
Brute Athletic Apparel is on a mission to address what we all know. Women are not Small Men™.
Michelle Pharand, President of the Sinking Spring-based, custom sports apparel company, noticed “women-specific uniforms were an underserved marketplace” in an industry dominated by men. As a result, the Athena line was born.
The new line emphasizes unique fits and comfort for the female athlete of all sizes,” said Pharand. Previously, women competed in smaller men uniforms.
The line’s creation did not come without challenges. When Pharand first introduced Athena, she was taken aback by some of the stubbornness she faced from members of the industry.
“Most people wanted to push women into smaller sized garments,” Pharand said.
Pharand, who has 20 employees, also faced the risk that the line may not get enough traction. But, after some time, she has seen an uptick in demand.
The company creates tailored uniforms for each sport, and now gender. This allows athletes to not only have the most comfortable fit, but also have the best competitive advantage. Brute is continuously adapting to changes in sports fashion. For example, it is shortening the length of basketball shorts following trends in the NBA.
To allow for a 15-day turnaround, Brute a uses a fully integrated manufacturing process. This is achieved through “operational efficiencies and an emphasis on lean manufacturing.”
The company also uses a process known as sublimation. This cutting-edge technology uses the transfer of ink through heat and pressure on garments. This process is not only efficient, but also offers an overall higher quality product.
Brute is also proud of being 100% American made. This is a clear advantage as they “do not have to worry about global supply chain issues.”
Brute doesn’t sell directly to consumers, but to local dealers who then sell to consumers.
Through cutting edge technology and forward-looking thinking Brute Athletic Apparel is reshaping the sports uniform industry.