1686 partners invests in True Classic to scale Direct-to-Consumer model
In a significant move that underscores the growing appeal of digitally native fashion brands, True Classic—known for its tailored yet affordable menswear—has secured a strategic investment from 1686 Partners, a private equity firm with a focus on high-growth consumer brands. This investment is expected to catalyze True Classic’s global expansion and deepen its market penetration across both online and offline channels.
Founded in 2019, True Classic gained quick traction in the men’s apparel segment by addressing the underserved market of basic yet form-fitting wardrobe staples. With a mission to provide “better basics for men,” the brand specializes in t-shirts, polos, jeans, and joggers designed to offer comfort, durability, and style at a competitive price point.
While financial details of the transaction have not been publicly disclosed, sources familiar with the matter suggest that the investment is structured to fuel omnichannel growth, including brick-and-mortar expansion, global logistics development, and marketing acceleration. Currently operating primarily through e-commerce, True Classic has already launched pilot retail outlets in select U.S. cities and is planning store openings in Canada and Western Europe.
“True Classic has redefined what a modern basics brand can be by pairing premium quality with accessibility,” said Ryan Bartlett, CEO and Co-Founder of True Classic. “Partnering with 1686 Partners allows us to scale with greater efficiency while maintaining our core values of simplicity, quality, and customer connection.”
Bartlett emphasized that the partnership would also support deeper community engagement, with part of the new funding allocated to the brand’s social impact initiatives. Since inception, True Classic has donated over $1 million worth of clothing to homeless shelters and underprivileged communities across North America.
1686 Partners, which has a strong track record in consumer-focused investments, sees True Classic as a brand with massive untapped potential. “We believe True Classic is poised to become a category leader,” said Kevin Harris, Managing Partner at 1686 Partners. “Their customer loyalty, digital agility, and rapid revenue growth reflect a scalable business model that aligns with shifting consumer behaviors.”
Analysts believe that True Classic’s unique blend of affordability and fit fills a niche gap in a crowded menswear market increasingly dominated by fast fashion and luxury hybrids. The brand’s lean supply chain, direct-to-consumer strategy, and strong emphasis on customer reviews and feedback have made it particularly attractive to younger demographics seeking style with purpose.
The investment comes amid broader consolidation and transformation within the fashion industry, as brands race to adapt to post-pandemic realities. With increased demand for comfort-driven apparel and more conscious consumption patterns, True Classic’s model appears well-positioned to navigate the evolving landscape.
Additionally, the company plans to enhance its product innovation capabilities, exploring new fabric technologies and sustainability practices. Discussions are underway to introduce a new eco-friendly product line made from recycled and organic fibers.
With this latest capital infusion and a clear growth strategy in place, True Classic aims to double its revenue over the next 18 months, enter five new international markets, and further solidify its reputation as a brand that blends modern aesthetics with responsible business practices.
