Welcome to the mind-melting world of flame resistant (FR) apparel.
The self-extinguishing garments that protect oil and gas and electric utility workers in an arc flash or flash fire event. Total life saver. And, total pain in the blue-collar butt. It’s bulky. It’s itchy. And it turns wearers into hard-working Houdinis. Unbuttoning, untucking, and escaping compliance just to stay cool. Leaving them exposed to potential tragedy – and the safety managers watching over them open to disaster and deposition. Nevertheless, OSHA makes it mandatory. Which makes FR big business, with mega-brands like Carhartt, Dickies, Wrangler and Red Wing entering the field. Brand names with big budgets and zero differentiation. After all, FR is a uniform. By definition, everything’s the same. And when it’s all the same fabrics, products and fashion, industrial laundries can beat them up on price.
Ain’t that a kick in the coveralls?
Enter Bulwark. A 46-year-old brand that eats, sleeps and breathes FR, but had little awareness and a fraction of the category’s biggest spenders.
What in the FR do you do?
In Bulwark’s case, you change your go-to-market mindset. Entirely. You get to know safety managers. Intimately. And you transform yourself from just another FR manufacturer into the world’s leading FR authority.