Always Wear Red is getting narrower.
We’re focusing down on doing just one thing.
Really, really well.
And that’s jumpers.
Great brands are almost always narrowly focused.
Duracell know what they do.
And they know what they stand for.
Yet as they have the greatest global market share of around 24%.
Common sense might suggest that such wonderful brand awareness means they are a perfectly positioned platform from which to launch other products.
One of the reasons they are so dominant in the batteries category.
Is because batteries is all they do.
For 3 years I have ignored my own advice.
And I’ve explored.
I’ve mastered how to create, using Britain’s best makers and the world’s best materials, superb caps.
And pocket squares.
I didn’t know what I wanted to do.
I didn’t know where my true love lay.
So I skipped about.
Learning my trade.
As I grew the offering.
The Always Wear Red brand has never changed, mind.
It has always been about creating confidence.
And it always will be.
Making the wearer feel amazing.
So they do amazing.
But the offering was too broad, really.
So jumpers it is.
And in the same way that Hiut Denim are on the or way to creating the best jeans in the world.
And McNair Shirts are creating the best merino wool shirts in the world.
Always Wear Red is creating the best 100% merino wool jumpers in the world.
They will be ready later this year.
It’s taken time.
(And more money).
And a lot of love too.
But it will be worth it.