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As Moses Mandelbaum learned, even if you grow up in the fashion industry, that doesn’t mean you can design the perfect parka in an instant. Finding the right materials to create a luxurious, sustainable and warm coat able to withstand Canadian winters took more time than originally thought. However after several years of prototypes and lessons learned, Moses Mandelbaum launched True Outliers in 2019. This Unapologetically Canadian company is doing business to the beat of their own drum and creating a tribe. The website defines the True Outliers tribe as “We are a group of people that are not concerned with what everyone else is doing. We beat to the tune of our own drum, making us True Outliers.” The logo for True Outliers is based on Jewish history of Kohen’s outstretched hands representing his ability to be apart from the crowd because he requires no blessings.
Moses understood when he started his business that he would face backlash since fur is no longer en vogue. However he persevered and handled each challenge head on and leveled up to create the ultimate luxury parka. Moses would tell anyone starting their own business to “Believe in yourself, and if it’s hard and you want to give up, then know that you are getting somewhere and see it through until the end.” The success of True Outliers exceeding expectations in the first year has proven the method works for Moses Mandelbaum.
The year 2020 has affected all industries across the board, and businesses have shifted accordingly. As the demand has outweighed the supply of the True Outlier parkas, potential customers must complete a brief questionnaire and provide social media profiles to ensure they have the traits of a True Outlier, which include being true to yourself, proud of who you are, genuine and not caring about others’ opinions. The screening process, which may have hurt sales for another company has only boosted True Outliers popularity, with an average of over 100 applications a day.
The luxurious parka is quite thought through with a Teflon-coated cotton exterior and a removable mink-fur lining and a fox-lined hood with collar. Special features are zipper pockets holding the largest smartphone and vents that adjust the airflow as desired. This year, True Outliers is taking the parka game up a notch by introducing the option to have your coat painted in any design imaginable. They are also offering the bespoke option which entails a house tailor measuring you at your convenience, anywhere in the world you choose your fabrics for a truly unique and bespoke parka.
Moses Mandelbaum is always working on new product lines and projects however when pressed for details Moses prefers to say little, yet do a lot and reveal it as it comes. Keep up to date with the True Outliers on Instagram.