Iron Heart Update - 2026
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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 post is deleted!
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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.
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Would hate for anything to happen to this brand. I really do cherish all my IH because I really can see the hard work and love put into these products. As well as the customer service I constantly see striving to do their best to help me or even my wife. Don’t envy the decisions Alex has to make. Best of luck 🫡.
This is Steve.
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I wish that more businesses knew when to concentrate on their core values rather than spread themselves too thin.
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Iron Heart has my respect and I am glad they are focusing on quality over quantity.
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It's amazing that there's a forum you guys share all this information on, it's one thing sending an e-mail to customers about changes but putting it out in a public forum where people can ask questions etc must be stressful.
I agree with Giles, people shouldn't be giving anyone shit for this.
I think it's more important to keep the lights on at Gosport than try "branch out" with your retailers.
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@Giles
you have a point... -
Seeing such openness from a brand/company is refreshing. The respect for this community is outstanding, and a testament to IHUKs broad customer service.
We aren’t entitled to any of this information.
I hope this improves things for you as hoped, that will improve things for all of us too!
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“While concerns can be raised, my experience with these businesses has been consistently transparent and respectful, with no sign of exploitation.”
As for you, have 101 things to do every day, your job is never easy to keep up with supply and demand.
Iron Heart a company is booming its way up.
For an example SelfEdge are what they are because of Giles bringing Iron Heart.You do yearly promotions of new products, retailers like what they see.
In my eyes that’s where the problem can be created, with what happening with FW25.
Time is money. Keeping things in balance core stuff along with new season need be delivered on time.
This is a no win one for nobody.
Iron Heart in Japan Boss has a lot of pressure, still giving 100 percent working along with UK Iron Heart
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I think a lot of people are missing the fact that it's not just supply and demand, the demand is getting too high for all Japanese denim companies... They literally can't keep up with demand, and it's putting pressure on mills which could turn around and stop doing business with them if they're too pushy... I think it's just becoming difficult to supply retail partners, when they're not able to supply themselves with much due to demand.
