As an independent operation, we have shaped our business to save money for our customers. In most of the fashion industry, a brand will buy a jacket from a factory and then sell it at 2x the cost to a retailer. The retailer will then mark up that price by another 2.5x. We don’t use middle-men: no retailers take a cut and no online stores take a commission. We don't currently have a marketing budget, which sometimes can drive a product's price up by 20-30%. We source our leather and manufacturing services from carefully and personally vetted tanneries and factories in Leon, Mexico. All of this reduces the cost to the consumer without sacrificing the quality of our product. I know for a fact that certain high fashion retailers sell jackets at around $1200, that cost them the exact same amount at the factory as our jackets.