HebTroCo was launched on Kickstarter, a crowdfunding website, at the end of January 2016, with the aim to sell an initial batch of 176 pairs of trousers, that batch sold in five hours. Since then they have added denim jeans, shirts, socks, hats and other paraphernalia working with makers, mills and factories in Britain.
“Brant and Ed are bike people, they value engineering and good design qualities."Ed rode his own cargo-bike back from Copenhagen with a load of their trousers on board and did pop-up shops along the way,” Antony explains. “All their deliveries go through the local post office. They know the postmaster by name. Sometimes our riders are doing four full loads a day, shipping out products from Hebden Bridge to all over Britain and beyond.”