BRUNT Workwear

What BRUNT Workwear does

BRUNT Workwear (legal entity Maverick Work Wear, Inc.) is a Boston-headquartered, direct-to-consumer workwear brand founded in 2020 by Eric Girouard, targeting the US construction and trades workforce estimated at 17 million workers. The company designs and sells work boots and apparel with proprietary comfort and durability technologies, including the patented BRUNT Toe exterior toe cap system, CUSH'N multi-layer insole, SWITCH-FIT adjustable width system, FARMGUARD waterproof leather, and waterproof membrane construction. Core SKUs are organized around the Marin boot family (6"/8" heights, soft and composite toe variants), complemented by additional work boots (Ohman, Bolduc, Vastbinder, Sullivan, Perkins, Ryng, USA-made welted models), technical apparel (Costello pants, McKenna hoodies, Torra shorts), and accessories (Super CUSH'N insoles, socks, hats).

The business model is predominantly direct-to-consumer e-commerce at bruntworkwear.com, supported by a 14-day risk-free trial, an auto-reorder subscription program, a points-based loyalty program, and a curated BRUNT Box bundle subscription. Price points span $144.99–$264.99 for boots, $69.99–$84.99 for work pants, $24.99–$74.99 for shirts and hoodies, and $9.99–$39.99 for accessories. Distribution is supplemented by authorized retailers and a Canada e-commerce extension, while marketing leverages social media, the Bucket Talk podcast, product comparison guides, NASCAR sponsorships, and community content featuring real trade workers. The company has raised approximately $43.9 million across disclosed rounds ($8.4M Series A in 2021, $20M Series B in 2022, $15.5M in 2023), reached $146 million in 2024 revenue, and reported 500,000+ workers converted and over 1 million pairs of the Marin boot sold.

Name

BRUNT Workwear

Legal name

Maverick Work Wear, Inc.

Website

https://bruntworkwear.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

BRUNT Workwear is a direct-to-consumer workwear brand selling boots and apparel to construction and trades workers through proprietary comfort technologies and DTC e-commerce, reporting $146 million in 2024 revenue.

Ownership category

akta.pro rank

Product category

Workwear & Safety Footwear

NAICS

Footwear Manufacturing (31621), Shoe Retailers (4582), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Work, Safety & Occupational Footwear (CRAAACAE)

akta.pro secondary industries

Boot Manufacturing (Work/Fashion/Western/Combat) (IMAOAIAF), Outdoor & Hiking Footwear (CRAAACAD), Workwear, Uniforms & Safety Apparel Cut & Sew (IMAOAEAC)

Keywords

• Work boots
• Workwear apparel
• Safety footwear
• Construction clothing
• Industrial workwear

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Work Boot Sales: One-time purchase of work boots at price points ranging from $144.99 to $264.99. Core revenue stream with high customer satisfaction and 500,000+ workers having switched to BRUNT.
2. Work Apparel Sales: Sale of work pants, shorts, shirts, hoodies, jackets, and tank tops. Products include pants ($69.99-$84.99), shirts ($24.99-$39.99), hoodies ($49.99-$74.99).
3. Accessories: Sale of socks, insoles, comfort tech boxers, hats, boot laces, belts, and boot care products. Ranges from $9.99 to $39.99.
4. Subscription/Reorder Program: Automatic reorder subscription service for recurring product purchases with initial one-time charge followed by recurring period charges. Subscription runs for one year.
5. Loyalty Program: BRUNT Loyalty Program where customers accumulate points to use on promotional items or future purchase discounts. Points expire after one year of inactivity.
6. Gift Cards: Electronic and physical gift cards sold at bruntworkwear.com. No fees, no expiration on purchased cards.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

BRUNT Workwear designs, manufactures, and sells direct-to-consumer work boots, work apparel, and accessories for trade and construction workers. Its core offerings include the Marin boot family (waterproof moc-toe wedge boots in composite and soft toe variants, 6-inch and 8-inch heights, and welted constructions), slip-on and pull-on boot styles, technical work pants, hoodies, shorts, and accessories such as the CUSH'N insole system. The company also operates a subscription bundle (The BRUNT Box), an automatic reorder program, and a points-based loyalty program.

Product overview

BRUNT Workwear is a direct-to-consumer workwear brand specializing in work boots and apparel for construction and trades industries. The product portfolio centers on the Marin boot family (including 6" and 8" heights, waterproof and unlined variants, composite toe and soft toe options, and BRUNT Toe reinforced versions), complemented by other boot styles such as the Ohman slip-on, Bolduc pull-on, Vastbinder square toe, and USA-made welted boots. Apparel includes the Costello Tech Pant, Costello HD Tech Pant, McKenna Tech Hoodie, and Torra work shorts. Accessories encompass insoles (Super CUSH'N), socks, boxers, belts, laces, and boot care products. The brand offers subscription bundles via The BRUNT Box, a loyalty program with AI-powered personalization, and automatic reorder subscriptions. Key technology features include the patented BRUNT Toe toe protection, CUSH'N insole system, SWITCH-FIT adjustable width system, and FARMGUARD waterproof leather.

Differentiator

Problem solved

Functional benefit

Products and services

• The Marin Work Boot 6-inch moc-toe wedge waterproof work boot offered in composite toe and soft toe variants, featuring the CUSH'N insole system, SWITCH-FIT adjustable width, and EH-rated oil/slip resistant outsole for construction and trades workers.
• The Marin 8" Waterproof Work Boot 8-inch moc-toe waterproof work boot providing extra ankle support, FARMGUARD waterproof leather upper, 572°F heat-resistant outsole, and SWITCH-FIT width adjustability for trades requiring additional ankle coverage.
• The Marin BRUNT Toe Waterproof Boot 6-inch reinforced composite toe waterproof work boot featuring the patented BRUNT Toe exterior toe caps and heel guards to protect high-wear areas and extend overall boot life.
• The Bolduc Work Boot 9-inch pull-on work boot designed for quick on/off convenience with durable construction for demanding work environments.
• The Ohman Work Boot 6-inch slip-on work boot with water-resistant design and comfort-focused construction, available in soft toe and reinforced BRUNT Toe composite toe variants for all-day wear.
• The Sullivan Work Boot Versatile waterproof composite toe work boot with a 90-degree heel for ladder and climbing stability.
• The Perkins Work Boot Rugged waterproof composite toe work boot with a reinforced toe cap built for harsh jobsite conditions.
• The Ryng Work Boot Lightweight waterproof composite toe technical work boot designed for agility and reduced foot fatigue on the job.
• The Marin Met/PR Work Boot Moc-toe waterproof composite toe work boot with metatarsal guard protection for high-impact jobsite hazards.
• The Ruault Work Boot 10-inch pull-on waterproof work boot with a 90-degree heel for climbing and ladder work.
• The Kasparian Work Boot Lightweight waterproof composite toe work boot with a 90-degree heel.
• The Vastbinder Work Boot 10-inch waterproof square toe composite work boot.
• The DiStasio Welted Logger Boot 9-inch welted waterproof composite toe logger-style work boot with BRUNT Toe exterior protection.
• The USA Ohman Welted Boot 6-inch USA-built Goodyear welted composite toe work boot constructed with domestic and globally sourced components for premium resoleable construction.
• The USA Marin Welted Boot USA-built Goodyear welted waterproof moc-toe wedge composite toe work boot with BRUNT Toe exterior protection.
• The Marin Welted Boot Goodyear welted waterproof moc-toe wedge soft toe work boot for resoleable long-life wear.
• The Mulder Welted Boot Heavy-duty Goodyear welted waterproof composite toe work boot with 90-degree heel for demanding industrial use.
• The Rivas Work Sneaker Composite toe work sneaker blending athletic shoe comfort with worksite protection.
• The Hawthorne Hiker Work Boot Waterproof hiker-style composite toe work boot with BRUNT Toe exterior protection.
• The Costello Tech Pant Lightweight breathable technical work pant designed for comfort and durability on the job, featuring technical fabric and reinforced construction.
• The Costello HD Tech Pant Heavy-duty durable breathable work pant with rugged construction for harsh jobsite environments.
• The McKenna Tech Hoodie Lightweight hoodie with UPF sun protection designed for outdoor work environments.
• The Torra 9" Short Water-resistant stretch work short designed for warm-weather comfort and mobility on the job.
• BRUNT Super CUSH'N Performance Insole Replacement performance boot insole with memory foam cushioning and anti-odor treatment to extend boot comfort.
• The BRUNT Box Subscription Bundle Subscription bundle of curated limited edition BRUNT gear delivered periodically at discounted pricing.
• Automatic Reorder Subscription Subscription service providing automatic periodic delivery of BRUNT products with customizable intervals and recurring billing over a one-year term.

Quantifiable outcome

• 4.5-star rating with 87% of buyers recommending the Marin boot based on nearly 10,000 verified reviews.
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Black Rifle Coffee CompanycoreGTM or Marketing Partner · 1 February 2026Co-sponsoring NASCAR drivers Travis Pastrana and Cleetus McFarland for the season-opening race at Daytona International Speedway. Both brands share authentic, American-made values targeting trades and action sports audiences.
• Niece MotorsportscoreGTM or Marketing Partner · 1 February 2026NASCAR CRAFTSMAN Truck Series team sponsored by BRUNT Workwear and Black Rifle Coffee Company for the 2026 season opener at Daytona.
• BrijminorStrategic or Co-development Partner · 1 June 2025BRUNT Workwear participated as strategic angel investor in Brij's $8M funding round. Brij is an agentic AI-powered platform for offline-to-online customer relationships, currently powering data capture for over 150 brands.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Wolverine World Wide: Major work and outdoor footwear parent (Wolverine, Cat, Harley-Davidson Footwear, Bates, Hytest). Most direct incumbent to BRUNT in work boots with established dealer and B2B channels.
• Caterpillar Footwear: CAT-branded work and casual boots leveraging the heavy equipment brand. Direct competitor in work boots with strong brand recognition among construction workers.
• Carhartt: Iconic American workwear brand spanning workwear and work boots. Overlaps with BRUNT on apparel (pants, hoodies, jackets) and brand authenticity among trades workers.
• Timberland PRO: Work-specific sub-brand of Timberland (part of VF Corporation), selling EH-rated, waterproof work boots for trades. Direct competitor with massive distribution scale.

Regional players

• Ariat International: Western/work boot and apparel brand with strong presence in ranching and equestrian segments and growing footprint in construction work boots. Comparable in lifestyle-meets-work positioning.

Direct peers

• KEEN Utility: KEEN's utility/work division produces composite-toe, EH-rated work footwear targeting trades. Closest direct competitor with a similar comfort-tech and modern-styling ethos.
• Duluth Trading: DTC-leaning workwear retailer selling work pants, shirts, and accessories for trades and outdoors. Comparable DTC model and target customer overlap with BRUNT's apparel line.
• Red Wing Shoes: Heritage work boot brand (Red Wing, Irish Setter, Worx) focused on trades workers. Closest direct competitor in core work boot category with similar trades-targeted positioning.

Others

• Buck Mason: Premium DTC apparel brand known for direct-to-consumer storytelling, limited retail, and quality-first positioning. Tangential reference for DTC brand-building comparable to BRUNT's approach.
• Thorne (Thorne HealthTech workwear-adjacent): Direct-to-consumer brand leveraging subscription model and brand storytelling. Not a workwear peer but adjacent reference for DTC brand-building in a niche category.

Market position

Strengths6 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@bruntworkwear
• Facebookfacebook.com/bruntworkwear
• LinkedInlinkedin.com/company/brunt-workwear
• Instagraminstagram.com/bruntworkwear
• TikToktiktok.com/@bruntworkwear?lang=en
• Xx.com/bruntworkwear

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BRUNT Workwear