The offshoot entity is targeted toward
single drivers and fleets, and the clothing
can be customized with logos and has
driver-centric features that include
enhanced sweat and odor resistance,
reinforced backs and extra lengths. Apublic
launch of the business is scheduled for the
Great American Truck Show this summer
inDallas.
“We’re here and we’re ready to serve,” Roth
said. “We look at it as more than just
clothing for truck drivers. We look at it as a
way to help the next generation of truck
drivers coming in. If you look good, you’re
going to feel better and do better, so that’s
kind of our vision for this – bringing in and
instituting more functionality and being
able tohelp.”
46 | BusinessWorld |
June-July 2014
