Finally, an All-European Trucker Hat

Finally, an All-European Trucker Hat

Finding great and flexible clothing manufacturers in Europe who are willing to support a small entrepreneurial business growing at a slow pace has not been simple, but it has definitely been possible with the help of some good people in the industry. However, when it comes to accessories, especially caps, finding reliable factories has been nearly impossible. Since it appears that no caps are produced in Europe, tracking down factories through existing brands in the market has been very challenging. After extensive online searching, we discovered a few smaller suppliers in Europe, but we were unsure if they were still in business since very few responded to our inquiries. Fortunately, one did respond, and this has resulted in our new Europe Trucker, which we are very proud to now offer in the market. With this new item in our collection, we can now proudly claim that 100% of our products are produced in Europe from European materials.

The production cost of the Europe Trucker is nearly three times higher than it would be if we produced a similar product in the Far East. This is largely due to the strict labor laws and regulations in the EU that protect workers and ensure they receive a livable wage. Additionally, choosing only European, sustainable materials - in our case, from Spanish and Polish suppliers - also comes with a significantly higher price tag.

Given these factors and the approximately threefold increase in costs, finding a viable business model and an attractive price point in the market has been challenging. While many consumers claim to be environmentally conscious, few are willing or, respectfully, able to pay extra for European goods and the benefits they offer. Our current offering of the Europe Trucker is priced at 49 euros, which is at the higher end of the market but comparable to many premium, Asian-produced caps. Naturally, our margins are not as favorable, but to generate sales, this is the only viable path at this point. As the sustainable consumer market grows, and more people become willing to pay more for sustainable products, we hope to adjust our margins in the future.

This dilemma is common to all sustainable and locally produced products in our clothing range, as well as in many other types of businesses. While most people want to be and claim to be sustainable, few are willing to change their shopping habits, which often involve buying cheap and buying often.

Arctic Legacy has chosen this path due to our heartfelt commitment to supplying the market with exceptional, locally produced, and sustainable gear that endures not just seasons but decades. However, in order to make a living from this business, consumer behavior and price perception need to change going forward.

Please comment below to share your views on this very important dilemma - or, as some might say, the elephant in the room.

In the picture, we have our great friend Max Lundqvist from TrädMax AB.