Iron Heart Update - 2026
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Does this mean my dream of opening an Iron Heart retailer has been placed on hold?
"Opportunity is missed by most people because it is dressed in overalls and looks like work." -Thomas Edison
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@Go-For-Chill It's always good to dream and how Giles, Paula, and Alex have got where they are. For now though, I would say wait to ask that question for when the supply chain is stabilized.
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I don’t men to fuel a discussion you aren’t ready to be having, but I think the email is a bit confusing:
It says: “To achieve this, we have been making several adjustments behind the scenes.“
That sounds like the process is finished. And that is why I asked if there was an updated list.
However reading the mods replies here it sounds like some stuff is still going on. That’s perfectly fair, and I appreciate the early update, but maybe Alex’ post could be updated to explain that the process with reducing the number of retailers is ongoing.
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@TeflonDon In due time. Thank you.
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@goosehd You’re welcome.
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For what it’s worth and this is just my opinion, if it means the retailers that are still on board continue to order roughly the same amounts while the brand’s own website has product available for longer, that actually makes a lot of sense to me. It feels strange to go directly to a brand’s site and see everything sold out, only to find the same items readily available at other retailers. That may not be the intent, but as a consumer it would feel better and more confidence inspiring.
Personally, I’m going to buy where I buy, when I buy, and how I buy. Edit: meaning IH I will find it where I can lol. But if I were new to the brand, seeing availability on the brand’s own site would feel like a positive signal and a more welcoming experience overall.
If I’m totally off base and reading this wrong that’s fine…just my two cents.
Edit: I’m fine with what ever you all do. just spouting my opinion. Hopefully it doesn’t come across in a negative way.
@selveldgesteps
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@northsouthdenimguy not to mention IH's return/exchange policy is miles better than most retailers
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My preference has always been to buy direct. The shipping is free, the service is unbeatable and the boys have the most inventory to check if I’m between sizes.
I’ve noticed over the last couple years that some releases are becoming hard to get/luck of the draw. I can definitely see why they are starting to tighten up on dealers.
On a different note, can’t wait for SS26!
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@nrtphotos agree with you and the ability to upgrade snaps when you order is a plus too.
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Retailers are nice for promoting the brand and reaching customers from countries with stringent export laws but not all are created equal. Streamlining the retailer market to get the biggest bang for your buck is smart in this sideways fucked economy. As for providing details to us in emails or here in the forum, that’s a courtesy and it certainly isn’t mandatory.
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I prefer buying direct from the IH site, but very much appreciate that occasionally there are retailers that may have something the IH site is sold out of. Also, I love having more than one place to look for things that may be on sale. I can't always afford my taste, but every now and then I get to buy and wear something I likely wouldn't have been able to buy at full price, so there is an interest for customers to see IH in more stores, not fewer. With that said, if pulling back on some retailers means you'll be able to avoid increasing prices for longer, or if it means you're going to be able to eventually open an IH store in the US eventually (to be clear, this is a hypothetical example, this would be amazing though), there is an equal or greater interest in that option for customers as well. I run a company with 95 employees, and I fully understand that these behind-the-scenes decisions aren't meant to hurt anyone or anything, and I make sure not to see it that way. I appreciate the transparency, and support you guys in a huge way for many reasons. I'll just say that everyone in my life knows about Iron Heart by now, and not always because they went looking for it
Thanks guys -
This isn’t about “shakedowns” or “opening a US store”, this is about the stress placed on the supply chain and having to dial things back to get things under control. If they keep pushing the way they are, something’s going to break. In the best interests of the future of Iron Heart, something had to give in order to prevent that from happening.
The reason I’m pointing out those two examples is this is how internet rumours are started, and I’m quashing them now.
"I don't give a shit what anyone else is doing, we will do what is best for us and our customers" - Giles P. :)
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Yeah it's unfair on the people actually making this stuff, more demand and being rushed... It's the same for all other brands, they're all competing for mills to make their product and wait times can be years. It's a shame things sell out so quick, but I feel like if I really want something and show up on time there's a high chance I'll get it. It's just better for the people in Japan etc to not be so rushed, and as we all know IH is known for it's craftsmanship and quality so that's not something they want to lose...
I'm not bothered about this update and although I'm biased as being in the UK, I've heard IHUK have spectacular shipping times to overseas customers.
Thanks for sharing with us Alex. Here's to many more years of IH!
