Woden client BRUNT Workwear has secured a $20 million Series B investment, led by growth equity firm Stripes.
BRUNT Workwear is a modern apparel brand that provides high-performance boots and clothing specifically designed for the tools and environments of today’s construction workers and tradespeople.
Founder and CEO Eric Girouard engaged Woden to help translate his personal mission into a scalable narrative as the brand grew beyond its early startup phase.
Woden uncovered their StoryKernel to capture why the status quo in workwear doesn’t cut it for the modern worker. By reframing workwear around the modern tradesperson’s daily reality, the story defined the founder’s personal voice in way that BRUNT’s growing team could use, challenging legacy incumbents and celebrating the creativity and skill of the modern trades.
Woden developed BRUNT’s StoryGuide and conducted several on-site sessions to translate this reality for the market and ensure every worker can access a workwear experience that amplifies their unique contribution to the American workforce.
With this new funding, BRUNT continues to use its narrative to amplify the connection between its high-performance gear and the dedicated community of tradespeople who build the world around us.
