On Rising Costs and Fair Pricing: A Transparent Look at Our 2025 Price Changes

Like many brands and small businesses across all industries, we are increasing our prices due to the new tariffs imposed on imports this year. You have probably heard all about this in the news; I will spare you the details or my political beliefs.

Some domestic industries have genuinely benefited from these tariffs, particularly those in sectors we would like to see thrive: energy, pharmaceuticals, rare earth minerals, and steel production. There is a legitimate case to be made for using tariffs as a strategic tool in balanced trade agreements that protect industries critical to our global competitiveness or national security. It is safe to say that is not what is happening here.

Instead, most businesses have simply seen their costs rise with no warning and no time to adjust their supply chains to deal with this new reality. We're one of those businesses.

The Math Behind Our Price Changes

We will have to pay an additional 20% on top of the total value of our imports within thirty days of the products landing at port. This isn't a gradual phase-in or a negotiated transition; it's immediate and substantial.

Our prices are going up as a result. Rather than simply announcing increases, I'd like to show you exactly how we are balancing rising costs while delivering what we believe is a fair price to our customers.

Importers calculate their final "landed costs" by adding duties, fees, and freight to the price of producing the product (the FOB price). The additional 20% tariff is applied directly to the FOB price. While the impact of tariffs on the final cost varies for every brand depending on their supply chain structure, for us, this tariff ultimately increases our costs by approximately 18%.

If we maintained our current margins, and our retailers maintained theirs, our final retail prices would need to increase by that same 18%. A $500 jacket would become a $590 jacket. That's the simple math of percentage-based margins flowing through the supply chain.

Our Approach: Strategic Absorption

We've chosen a different path. Instead of uniform 18% increases across our line, we have balanced our price increases between 5% and 15%. Our margin varies by product, and we've strategically spread the tariff impact to products where we can absorb the most additional cost while keeping our core items as accessible as possible.

This means we're taking smaller margins on some products to keep price increases manageable, while allowing slightly larger increases on items where we have more flexibility. It's not perfect, but it reflects our commitment to our customers and our belief that weathering short-term margin compression is better than losing the relationships we've built over the years.

The PRIMO Evolution

This price adjustment comes at an interesting time in our product development cycle. We've been working for over a year on completely reimagining our best-selling PRIMO line—not just refreshing graphics or tweaking details, but fundamentally rebuilding these products from the ground up.

We've put our best-selling PRIMO styles through a rigorous development process: 3D patterning, multiple rounds of prototypes and field testing, and in-depth collaboration with key ambassadors. The results are entirely new products with improved fit, functionality, storage, and style; truly the best versions of our best-selling designs.

The culmination of this development work, combined with rising costs for our premium materials, meant we had already planned a 10% price increase for our 2025 PRIMO products before the tariff situation emerged. When you see the new PRIMO line, I'm confident you'll understand the value in that investment. I look forward to sharing more details about these exciting developments soon.

Looking Forward

Price increases are never easy to communicate, and they're certainly not easy to implement. However, transparency has always been at the core of who we are as a company. You deserve to understand not just what is changing, but why it's changing and how we're working to minimize the impact.

These tariffs represent a significant shift in how we'll need to operate going forward. While we're hopeful that trade policies will stabilize, we're also exploring ways to diversify our supply chain and reduce our exposure to future disruptions. In the meantime, we're committed to absorbing as much of this impact as possible while continuing to deliver the quality and innovation you expect from us.

We appreciate your understanding as we navigate these changes together. As always, if you have questions about our pricing or our products, we're here to answer them.