Iron Heart Update - 2026
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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! -
I've bought a few things I may not have, as support for a few retailers I appreciate. I doubt I'm the only one.
I prefer IHUK for their super fast shipping, email replies, quality quick hemming.. oh and their stickers.... I love the stickers I know I'm weird. One day I hope to order something during the holidays for a chocolate bar lol. The stars have not aligned! -
The only 2 retailers I would go to Rivet and Hide Danny is more a friend then a seller same applies to Iron Heart Germany my Bro Shane and his Iron Heart Crew.
The magic always stays in Gosport been 13 long years now.
Seen many changes over the years. Am still buying.
This is not a rumor, this is my experience
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@Alex said in Iron Heart Update - 2026:
We are not, and will never, compromise on quality, cut corners, or manipulate supply.
This is why I buy Iron Heart. Please do everything and anything needed to keep the brand what it is
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I purchase the majority through the IH website for all of the reasons listed above. I’ve said it before and I’ll say it again … I’ve never dealt with a company that’s any better than Iron Heart in terms of the customer experience. It’s truly remarkable and exceeds any brand including the luxury ones.
That said, I’ve also purchased from The Shop, Rivet and Hide and Standard and Strange when items have sold out too quickly on the web site. Retailing is a tough business, and I would imagine this won’t be easy for the ones who are let go.
Thanks for the update, really appreciated.
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This must be a tough decision for IHUK to let go of some retailers. For many, Iron Heart is a large enough percent of their business that it will leave them scrambling to make up for it in revenue stream.
But I have also heard from retailers that IH has a sticker shock factor to it for the general shopper browsing a men’s store. That’s why it has so much success online by us who seek it out from online retailers. We use IH site for the best measurements and then buy it from them or a closer retailer if IH sells out quick.
The Inventory has been spread so thin the retailers are basically “drop shippers” who never display the product (as described by Alex recently in the ask Giles or Alex anything thread). They sell out online before they have to.
I hope this keeps IH on track as described above for a long time.
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I don't envy Alex right now. I support small brick and mortar shops whenever I can, and buy in person whenever possible. However, it does make sense that you can't keep unlimited stores stocked with product that so few people can produce.
FWIW I buy as much as I can from Guilty Party. Champ and Heath are fantastic, and their customer service can't be topped.
"Opportunity is missed by most people because it is dressed in overalls and looks like work." -Thomas Edison
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Does this make my closet full of Iron Heart even more valuable
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Transparency is important. Many of us have good relationships with a few retailers. Hoping it's nothing too drastic, but I know the comprehensive list of current retailers is quite broad so it makes sense to dial it in some. The "hunt" has always added a fun element IMO. Needless to say interested to see the list and timeline.
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It’s a tough spot on all 3 sides. I will say that without my local brick and mortar I wouldn’t have been introduced to 21oz 666’s. Wouldn’t have gotten a perfect fitting uhf. Wouldn’t have my Wabash CPO and would never have got my 16oz OD slub which turns out is my favourite of my three iH type 3’s. All of those things I bought because I just happened to be on Queen Street and was curious enough to give em a try on. The other hand, I want to be able to order my Watermelon man or whatever from Gosport without having to set an alarm and anxiously beat everyone to checkout. That turns me off of companies like Ship John tbh so I totally get this decision.
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The simple fact is that we had to do something. As Alex tried to articulate in his communications, we have to do something, or Iron Heart as a company will probably break and disappear, If that happens then nobody can sell Iron Heart. That may sound like an exaggeration, but I assure you it is not.
Alex and Haraki have been trying to fix our supply chain issues in various ways for years, none of the initiatives had relieved the resultant problems. The fact that we still have not delivered all of FW25 is one small indication of the issues we are having.
This has been an awful few weeks, as we work out what to do, how best to make the changes needed with minimum negative impact to our (pretentious word alert) ecosystem. I am proud of Alex because he has had the guts to do something that whilst personally devastating, had to be done. I am not sure that I would have had the balls to do it.
Which is one of the reasons Paula and I handed the reins to Alex when we did.
The last thing he needs at the moment is shit from people who think that they know more than him, he has enough on his plate as it is.
