Tellason
Tellason is a San Francisco-based, founder-owned direct-to-consumer apparel brand founded in 2009 that designs, cuts, and sews raw selvedge denim jeans, jackets, and tops in California using proprietary fabrics from Kaihara and Cone Mills, serving quality-focused denim enthusiasts worldwide.
- Company typePrivate
- Founded2009
- HeadquartersCalifornia, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tellason does
Tellason is a privately held, founder-owned direct-to-consumer apparel company founded in San Francisco in 2009 by Tony Patella and Pete Searson. The company designs, cuts, and sews raw selvedge denim jeans, jackets, shirts, and complementary apparel exclusively in San Francisco, California, with all production committed to U.S. domestic manufacturing. The core technology is raw (unwashed, undyed) selvedge denim woven on vintage shuttle looms predating WWII, sourced as proprietary fabrics from Kaihara in Japan and Cone Mills/White Oak in the United States, available in six weight options from 12.5 oz to 19 oz. Tellason does not pre-process the denim before sale, allowing the cotton fabric to mold to the wearer's body and develop personalized wear patterns over years of use. The product line spans eight distinct jean fits (Ankara straight leg, Sheffield straight tapered, John Graham Mellor slim straight, Ladbroke Grove slim tapered, Elgin mid-rise slim tapered, Gustave slim tapered+, Blubaugh mid-rise slim straight, Fredy wide leg), a Tellason Stock sub-brand using non-selvedge Cone Mills denim at lower price points ($149), and an extended assortment of tops, jackets, cold weather wear, and accessories.
The business model is direct-to-consumer only, with all sales conducted through the owned e-commerce storefront at tellason.com plus a separate BigCartel surplus store for discounted overstock. No wholesale or third-party retail distribution is used. International shipping is available to virtually any country at a flat $40 rate. Revenue is generated entirely through one-time product purchases, with a complimentary chain-stitch hemming service included as a value-add. The customer acquisition engine is content-driven: an educational Journal blog, a weekly email newsletter offering 20% off an Item of the Week, an Instagram presence, an affiliate program targeting denim content creators, and a customer referral rewards program that converts successful referrals into discount coupons. Pricing is unit-based, with selvedge denim jeans ranging from approximately $200 to $290+ depending on fabric weight, denim jackets from $180 to $390+, and tops and accessories at varying price points. The target customer segments are quality-focused denim enthusiasts, style-conscious consumers seeking timeless basics, Made in USA supporters, and environmentally conscious buyers attracted to the durability and unprocessed nature of the product.
Tellason firmographics
Firmographics- Name
- Tellason
- Legal name
- Tellason
- Website
- https://tellason.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tellason is a San Francisco-based, founder-owned direct-to-consumer apparel brand founded in 2009 that designs, cuts, and sews raw selvedge denim jeans, jackets, and tops in California using proprietary fabrics from Kaihara and Cone Mills, serving quality-focused denim enthusiasts worldwide.
- Ownership category
- akta.pro rank
Tellason industry classification
Industry- Product category
- Premium Denim Apparel
- NAICS
- Cut and Sew Apparel Manufacturing (except Contractors) (31525), Apparel Manufacturing (315)
- SIC
- Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Denim & Casualwear Brands (CRAAAAAE)
- akta.pro secondary industries
- Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts) (IMAOAEAD), Outerwear & Performance Apparel Cut & Sew (IMAOAEAB), Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE)
Keywords
Where Tellason is headquartered
LocationHeadquarters
- HQ city
- California
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tellason business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- E-commerce Apparel Sales: Direct-to-consumer online sales of raw selvedge denim jeans, jackets, shirts, pants, and accessories. Products are sold at full retail price through tellason.com. The company also operates a separate Surplus store for discounted overstock items. Revenue is generated entirely through one-time product purchases.
- Hemming and Alterations Services: Complimentary chain stitch hemming service offered to customers who purchase Tellason selvedge jeans. This value-added service supports the primary product sale rather than functioning as a standalone revenue stream.
- Tellason Rewards / Affiliate Program: The company operates an affiliate program (commission-based) and a customer referral rewards program (2,000 points per successful referral converted to discount coupons at thresholds of $20, $50, $100, and $250 off). These drive customer acquisition at low incremental cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Raw Selvedge Denim Jeans - Standard fits |
| Unit Pricing | Pay-as-you-go | Tellason Stock Jeans (non-selvedge, sanforized Cone Mills denim) |
| Unit Pricing | Pay-as-you-go | Selvedge Denim Jackets |
| Unit Pricing | Pay-as-you-go | Work Shirts and Tops |
| Unit Pricing | Pay-as-you-go | Pants and Bottoms |
| Unit Pricing | Pay-as-you-go | Cold Weather Wear |
| Unit Pricing | Pay-as-you-go | Accessories |
| Unit Pricing | Pay-as-you-go | Shipping |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Tellason product offering
Product offeringCore offering
Tellason designs, manufactures, and sells raw selvedge denim jeans along with complementary apparel such as jackets, tops, pants, and accessories. Operating from San Francisco, the brand targets individual consumers seeking premium, traditionally constructed denim products.
Product overview
Tellason is a San Francisco-based raw selvedge denim company founded in 2009 that produces high-quality jeans and jackets made exclusively in the USA. The core product line consists of eight distinct raw selvedge denim jean fits (Ankara straight leg, Sheffield straight tapered, John Graham Mellor slim straight, Ladbroke Grove slim tapered, Elgin mid-rise slim tapered, Gustave slim tapered+, Blubaugh mid-rise slim straight, and Fredy wide leg) available in multiple fabric weights from 12.5 oz to 19 oz. The company also offers Tellason Stock, a sub-brand of non-selvedge denim made with Cone Mills denim at a lower price point, as well as tops (shirts, jackets), other bottoms (fatigue pants, chinos, shorts), accessories (belts, socks, watch caps), and limited edition collaborations. The company provides complimentary hemming services and a customer rewards program.
Differentiator
Problem solved
Functional benefit
Brands
- Tellason Stock: A sub-brand offering jeans and jackets made in San Francisco, California from 14 oz. non-selvedge sanforized Cone Mills denim. The main difference is the fabric is made on modern machines rather than vintage shuttle looms, resulting in lower cost passed to customers. Available in Slim Tapered and Straight Leg fits, plus denim jackets.
Products and services
- Raw Selvedge Denim Jeans Raw selvedge denim jeans designed and manufactured by Tellason, targeted at individual consumers seeking premium, traditionally constructed denim.
- Denim Jackets Denim jackets produced by Tellason for individual consumers as part of its raw selvedge denim apparel assortment.
- Tops Top garments offered by Tellason alongside its denim products, targeting individual consumers interested in heritage-style apparel.
- Pants Non-denim pant offerings from Tellason for individual consumers, complementing the brand's raw selvedge denim core.
- Accessories Accessory items offered by Tellason to complement its denim and apparel product lines for individual consumers.
Quantifiable outcome
- Jeans develop completely personalized wear patterns after just a few days of wear, becoming unlike any other pair in the world
- +2 more outcomes
Companies that use Tellason
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles1 record
Tellason technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Tellason partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- Proximity Manufacturing CompanyminorA manufacturing company referenced in a guest post on Tellason's Journal. Evan Morrison from Proximity Manufacturing Company wrote about the connection with Tellason founders Tony and Pete, indicating an established manufacturing/supplier relationship.
- Kaihara (Japan)coreKaihara is Tellason's primary supplier of proprietary selvedge denim fabrics from Japan. Tellason sources multiple fabric weights (12.5 oz, 14.75 oz, 16.5 oz, and specialty weights) from Kaihara, woven on vintage shuttle looms. The company visited Kaihara in Okayama, Japan and specifically sourced a unique mustard yellow 11.5oz denim for a limited edition Coverall jacket.
- Cone Mills / White Oak (USA)coreCone Mills and its White Oak plant are Tellason's American supplier of selvedge denim. The White Oak plant in Greensboro, North Carolina was reopened by a nonprofit in 2021. Tellason uses Cone Mills denim for its core product line, including the 14.75 oz weight which is a flagship fabric.
- Tanner GoodsminorTanner Goods supplies the leather patches used on Tellason jeans. Every Tellason jean features a Tanner Goods leather patch.
- Indigo ProofminorPortland, Oregon-based denim tailor and repair specialist recommended by Tellason for repairs and alterations beyond chain-stitch hemming (which is done in Tellason's own factory).
- Brooklyn Denim Co.minorBrooklyn, New York-based denim tailor and alteration specialist recommended by Tellason for repairs and custom denim tailoring services.
- Salvage StudiominorSan Francisco, California-based denim tailor and repair specialist recommended by Tellason for repairs and alterations. Located in the same city as Tellason's manufacturing.
- Science & KindnessminorSt. Paul, Minnesota-based denim repair and tailoring specialist recommended by Tellason for repairs and alterations.
- Ferrario Made GoodsminorOakland, California-based leather goods and repair specialist recommended by Tellason for repairs and alterations.
- Reserve Supply CompanyminorHouston, Texas-based supplier mentioned in Tellason's Journal. Tellason founders Pete and Tony described Jason at Reserve Supply Company as 'one of the best parts of this business is the people you meet.' Implies an established supplier relationship for fabric or components.
- ValsportminorTellason collaborated with Valsport on a co-branded sneaker product (Tellason x Valsport Sneaker), sold through Tellason's accessories category. Limited edition collaboration combining Tellason's denim aesthetic with Valsport's footwear expertise.
- Barnes & MooreminorTellason collaborated with Barnes & Moore on a co-branded belt (Tellason X Barnes & Moore Belt), sold through Tellason's accessories category.
- 2 Arrows Leatherminor2 Arrows Leather collaborated with Tellason on a chain biker wallet (2 ARROWS LEATHER / TELLASON CHAIN BIKER WALLET) priced at $495, sold through Tellason's accessories category. Premium leather goods collaboration.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Tellason competitors and assessment
Company assessmentBroad incumbents
- A.P.C. French premium denim and ready-to-wear brand known for raw and lightly treated selvedge denim jeans at accessible premium price points. Overlaps with Tellason in raw/selvedge denim positioning and DTC emphasis, but operates a much broader retail and wholesale footprint across global cities.
- Levi's Made & Crafted: Levi's premium heritage sub-line offering selvedge and made-in-USA denim with a focus on craftsmanship and classic Americana. Comparable to Tellason on fabric and Made-in-USA narrative, but with the brand, distribution, and marketing power of the parent Levi Strauss & Co. behind it.
Direct peers
- Naked & Famous Denim: Canadian raw selvedge denim specialist with an extensive catalog of Japanese-milled selvedge fabrics, novel finishes, and creative collaborations. Comparable to Tellason in raw denim focus, premium pricing, and emphasis on Japanese selvedge, though broader in fit, fabric, and experiment-driven products.
- 3sixteen: 3sixteen is a heritage raw selvedge denim brand also headquartered in the U.S., focused on Japanese selvedge denim with strong Made-in-USA and Made-in-Japan production. It is one of the most direct competitors to Tellason in the raw selvedge enthusiast segment with comparable DTC, content marketing, and fit philosophy.
- Raleigh Denim Workshop: Made-in-USA heritage denim brand producing selvedge and non-selvedge jeans with small-batch, artisanal production. Comparable to Tellason in domestic manufacturing, fit variety, premium positioning, and DTC-led model, though with a smaller catalog and more bespoke orientation.
- Samurai Jeans: Japanese heritage raw selvedge denim brand known for heavy, artisanal fabrics and small production runs. Targets the same collector-grade raw denim enthusiast as Tellason, with similar price points and emphasis on fabric quality, though produced entirely in Japan rather than the U.S.
- Iron Heart: Premium Japanese-made heavy raw selvedge denim and workwear brand, very popular among the same raw denim enthusiast audience that Tellason targets. Overlaps with Tellason on selvedge jeans and jackets, American distribution, and content-led enthusiast marketing, but skews heavier and more workwear-oriented.
Emerging players
- Baldwin Denim: Kansas City-based heritage denim maker producing selvedge and raw denim in small batches with a strong craft and provenance story. Overlaps with Tellason in raw selvedge and Made-in-USA positioning, though with a smaller catalog and more limited distribution.
- Left Field NYC: New York-based heritage workwear and raw denim brand producing in the U.S. and Japan with strong emphasis on classic fits and Japanese selvedge fabrics. Comparable to Tellason in raw selvedge enthusiast focus and workwear aesthetic, though with a different geographic and production footprint.
- Mister Freedom: Los Angeles-based heritage workwear and denim brand with strong Americana and vintage Americana storytelling. Comparable to Tellason in raw denim, workwear aesthetic, and small-batch made-in-USA approach, though with a more fashion-forward and collector-driven assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Tellason social profiles
Digital presenceTellason financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tellason leadership team
Management profileNumber of profiles
Profiles2 records
Tellason funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tellason M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tellason
What does Tellason do?
Tellason designs, manufactures, and sells raw selvedge denim jeans along with complementary apparel such as jackets, tops, pants, and accessories. Operating from San Francisco, the brand targets individual consumers seeking premium, traditionally constructed denim products.
Is Tellason a public or private company?
Tellason is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tellason founded?
Tellason was founded in 2009. It employs 11 to 50 people.
Where is Tellason based?
Tellason is headquartered in California, United States, in the North America region.
How does Tellason make money?
Three revenue lines are on record. E-commerce Apparel Sales are the primary driver. The others are hemming and Alterations Services and tellason Rewards / Affiliate Program.
Who are Tellason's main competitors?
Broad incumbents on record are A.P.C. and Levi's Made & Crafted. Direct peers are Naked & Famous Denim, 3sixteen, Raleigh Denim Workshop, Samurai Jeans and Iron Heart. Emerging players are Baldwin Denim, Left Field NYC and Mister Freedom.
Does Tellason have an API?
No public API is recorded for Tellason.
What industry is Tellason in?
Tellason's product category is Premium Denim Apparel. Its primary akta.pro industry code is CRAAAAAE, Denim & Casualwear Brands, with a secondary code of IMAOAEAD, Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts). Its NAICS code is 31525 and its SIC code is 2320.