Former Under Armour execs launched a Pittsburgh-based denim brand - Technical.ly Baltimore

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Jan. 26, 2018 9:47 am

Former Under Armour execs launched a Pittsburgh-based denim brand

Revtown, which was founded by a group including ex-Under Armour executives in product, brand and ecommerce, debuted its first men's jeans.

Revtown is "born in the Rust Belt."

(Photo via Twitter)

A team of experienced apparel execs who once worked for Under Armour in Baltimore launched a new denim company from Pittsburgh this week.

According to the company, Revtown’s CEO is Harry Stafford, who worked at Under Armour for six years heading up product and North American business. Steve Battista, who is CMO at Revtown, was head of brand and creative at Under Armour. The founding team also includes Chief Digital Officer Matthew Massdam, who ran ecommerce operations for UA, is also a former Navy SEAL and military aide to the President of the United States.

“The Revtown product team boasts some of the top designers and engineers from the most innovative athletic apparel brands today, complemented by a denim manufacturing team that has made over 150 million pairs of jeans, with a combined 100 years of denim production experience,” a press release states.

The company is launching with a men’s line of jeans, which are made with a four-way, stretch fabric known as “Decade Demim.” The jeans are offered in two styles: “Sharp” and “Automatic.” A women’s collection is in development, and the company is also offering shirts.

“With Decade Denim, we’ve created a level comfort, fit and feel that hasn’t been experienced in a pair of jeans,” Stafford said in a statement. “And we’re proud to deliver our jeans directly to the consumer for less than half the price of a typical pair of designer jeans.” That price is $75, according to the company’s website.

This is one of the first new brands we’ve seen following numerous executive departures at Under Armour in the latter part of last year as the company reorganized and laid off workers amid a series of tough quarters. It’s also a sign that those former execs might not necessarily stay in Baltimore.

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