Troll Co.

What Troll Co. does

Troll Co. (DBA Troll Co. Clothing) is a Canadian private apparel company founded in 2017 and headquartered in Lloydminster, Canada, operating a direct-to-consumer e-commerce brand that designs, markets, and sells bold-themed fashion workwear, casual apparel, and accessories targeting blue collar and skilled trades workers in North America. The product portfolio spans men's, women's, and children's t-shirts ($34.99-$39.99), hoodies ($69.99-$189.99 including FR-rated variants), headwear, flannels, outerwear, work pants, hi-vis and FR workwear, plus adjacent accessories (drinkware, stickers, flags, pet accessories, socks), and is organized around named sub-brand collections such as DHCM (Dirty Hands Clean Money) and Twisting Wrenches.

The underlying technology stack is a Shopify-based e-commerce storefront supplemented by a dedicated mobile app, with subscription billing for Tee of the Month and Snapback of the Month products, a PAYDAY Rewards loyalty program, and an ambassador/dealer distribution overlay. No proprietary AI, API, or integration layer is disclosed; the platform is a conventional DTC commerce implementation.

Troll Co. monetizes through one-time apparel purchases, recurring subscriptions, bundle/loyalty promotions, and a wholesale dealer channel, supported by organic social media (Instagram, Facebook, TikTok, LinkedIn), an in-house podcast ('Ol' Boy Podcast'), email marketing, referral, and community ambassador programs. Pricing ranges from $22.50/month for subscription tees to $189.99 for premium FR hoodies, with primary customers being blue collar trades workers and secondary segments covering women, kids, and specialty safety-required occupations.

Name

Troll Co.

Legal name

Troll Co.

Website

https://trollcoclothing.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Troll Co. is a Canadian direct-to-consumer apparel brand selling bold-themed workwear, casual clothing, and accessories targeting blue collar and skilled trades workers in North America via a Shopify storefront, mobile app, and dealer/ambassador network.

Ownership category

akta.pro rank

Product category

Workwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Apparel, Footwear & Accessories Online Retailers (CRAFADAB)

akta.pro secondary industry

Hats, Caps & Headwear (CRAAAJAE)

Keywords

• Blue collar apparel
• Workwear clothing
• Subscription t-shirts
• FR workwear
• Trade themed apparel

Headquarters

HQ city

Lloydminster

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases of apparel including t-shirts, hoodies, hats, workwear, and accessories through e-commerce platform
2. Subscription Products: Recurring subscription model offering monthly tee and snapback deliveries (Tee of the Month, Snapback of the Month) at discounted rates
3. Bundle Discounts: Volume-based bundle promotions such as 'Buy More Save More' sales, pocket tee buy-3-get-1-free offers, and seasonal bundle deals

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Troll Co. sells bold, trade-themed apparel and workwear — including t-shirts, hoodies, headwear, flannels, pants, FR and hi-vis workwear, accessories, drinkware, and kids' apparel — through its own Shopify-based e-commerce site and mobile app. It also operates monthly subscription boxes (Tee of the Month, Snapback of the Month) and a customer loyalty program (PAYDAY Rewards), targeting primarily blue collar workers and their families.

Product overview

Troll Co. is an apparel brand offering bold t-shirts, hoodies, hats, and workwear gear primarily targeted at blue collar workers. The product portfolio is structured as a unified e-commerce platform built on Shopify, offering a diverse range of apparel categories including men's, women's, and children's clothing, along with accessories like drinkware, stickers, and pet accessories. The core offering centers on t-shirts and hoodies available in various styles (standard, heavyweight, pigment dye, FR/workwear), complemented by specialized sub-brands like DHCM (Dirty Hands Clean Money) and the Twisting Wrenches collection. The company also operates subscription services (Tee of the Month, Snapback of the Month), a loyalty program (PAYDAY Rewards), and a mobile application for exclusive deals.

Differentiator

Problem solved

Functional benefit

Products and services

• T-Shirts Men's and women's t-shirts in standard, heavyweight pigment dye, and pocket tee variants with various prints and colors, priced from $34.99.
• Hoodies & Crewnecks Hoodies and crewnecks in standard, heavyweight, FR (flame-resistant), and RealTree camo styles, priced $69.99–$189.99 for FR variants.
• Headwear Snapback, curved brim trucker, meshback, foam trucker, and beanie hats in various colors and designs, priced at $36.99 per hat.
• Workwear Specialized workwear including FR (flame-resistant) clothing, high-visibility apparel, durable Forged Utility Work Pants ($89.99), and jackets/vests.
• Long Sleeves Men's long sleeve t-shirts in various colors and designs.
• Tank Tops Men's tank tops in various styles and colors.
• Flannels Men's and women's flannel shirts in various patterns and colors.
• Outerwear Jackets and vests for outdoor work and casual wear.
• Kids (Lil Guys) Apparel Children's apparel including t-shirts ($29.99), hoodies ($49.99), and hats in smaller sizes.
• Accessories Brand accessories including stickers, patches, keychains, decals, flags, and pet accessories.
• Socks Men's and women's socks in various styles.
• Drinkware Insulated drinkware products including The Mini Keg, The Outlaw, and The Drifter.
• Gift Cards Digital gift cards available in various denominations for gifting.
• DHCM (Dirty Hands Clean Money) Collection Dirty Hands Clean Money (DHCM) branded collection featuring designs celebrating skilled trades and craftsmanship.
• Twisting Wrenches Collection Specialized sub-collection featuring wrench-themed designs celebrating the mechanical trades.
• Tee of the Month Monthly subscription box delivering a curated men's t-shirt each month, billed at $22.50/month (sale price from $34.99).
• Snapback of the Month Monthly subscription box delivering a curated snapback hat each month, billed at $24.49/month (sale price from $36.99).
• Troll Co. Mobile App Mobile application for iOS and Android providing early access to new arrivals and exclusive deals for Troll Co. customers.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ariat International: Work and western lifestyle apparel and footwear brand targeting trade-adjacent and rural blue collar consumers; overlaps on identity-driven workwear positioning and lifestyle crossover.
• Cuts Clothing: DTC apparel brand selling bold, identity-led tees and hoodies with a community- and ambassador-driven GTM model — directly comparable in DTC mechanics and brand positioning.
• Carhartt: Iconic American workwear brand selling rugged apparel (t-shirts, hoodies, FR, workwear) to the same blue collar trade demographic that Troll Co. targets. Most established direct comparable in the trade workwear category.
• Tact Squad: Workwear and public-safety apparel supplier with FR and specialty lines, comparable to Troll Co.'s FR and hi-vis safety products in the workwear category.
• Buck Mason: American DTC apparel brand with its own retail footprint and direct e-commerce, serving a heritage working-class and Americana consumer aesthetic adjacent to Troll Co.'s positioning.
• 1620 Workwear: U.S.-based DTC workwear brand selling durable, trade-focused apparel through owned e-commerce; closest head-to-head comparable in business model and trade-target customer base.

Broad incumbents

• Dickies: Major workwear and uniform brand with broad B2B and retail distribution; overlaps directly with Troll Co.'s workwear line but operates at much larger scale across more categories and geographies.
• True Religion: Lifestyle apparel brand with bold, identity-driven design language and logo-heavy apparel; relevant as a brand-positioning comparable rather than a direct workwear competitor.

Emerging players

• Dovetail Workwear: Niche DTC workwear brand focused on women's trade apparel; partial overlap with Troll Co.'s women's and workwear segments and comparable in DTC-first specialty workwear positioning.

Regional players

• Blaklader: European workwear brand with rugged trade apparel and FR offerings; relevant category peer but operates primarily outside North America where Troll Co. is concentrated.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xinstagram.com/trollcoclothing
• Facebookfacebook.com/TrollCoClothingLtd
• LinkedInlinkedin.com/company/troll-co-clothing
• Instagraminstagram.com/trollcoclothing
• TikToktiktok.com/@trollcoclothing

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Troll Co.