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When Moses Mandelbaum started his company True Outliers, he understood his product would not appeal to everyone, but that is the very ideal that sets the company apart from others. After exceeding expectations and selling out of the luxury mink-lined parkas within the first year, Moses knows he is onto something special. He is building a business, while beating to the tune of his own drum, in True Outlier fashion – Unapologetically Canadian and Humans First.
Growing up in the fashion industry, Moses always envisioned creating a beautiful winter parka made of sustainable materials that are warm enough, while being fashionable, to endure the Canadian winters. After years of testing and numerous prototypes, Moses came to the realization that the combination of a Teflon-treated cotton outer shell with a mink-lined fur parka was the winner. Although consumer preference has shifted to faux furs in recent years, Moses explains, “Real fur is environmentally responsible. From family owned fur farms to local stores and boutiques, even on a mass scale, real fur is a renewable resource. When an old fur coat is done with, it can be sold and restyled. It has years and years of wear, before being discarded and eventually decomposed.” Moses tested a variety of furs, including rabbit and fox, and came to the conclusion that mink fur was the best option for several reasons including: warmest fur, light material, doesn’t shed and it is incredibly soft.
Rather than attempting to appeal to a mass audience, Moses Mandelbaum opted to restrict distribution to the True Outliers website to maintain brand integrity. His methods have proven successful as there is more demand for the products than are currently available. As such, True Outliers implements a screening process. Before checkout, customers simply provide a few sentences about why they are inline with the True Outliers mission and their social media handles. This year they are offering a customized option to have the coat painted anyway desired, truly making each person who purchases a parka part of the True Outlier tribe.
Moses Mandelbaum doesn’t see himself as running a business, rather he views himself to be in a leadership position of like minded people. Everyone is equally valued and each opinion is important. Mandelbaum developed the True Outliers Campaign to highlight someone that demonstrates the values of a True Outlier. The definition of a True Outlier “is not only someone that doesn’t fit in. They embody a passion that is uniquely theirs. They do what they feel is right without any care of what everyone else is doing.” The company recognizes those that stand out from the crowd because they are different.
As the company and tribe continues to grow, True Outliers will offer new products such as vests, bomber jackets and mink blankets However, as he is a perfectionist Moses is only releasing them once he deems them to be perfect. Moses is on the quest to provide the perfect product for his tribe members.
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