Leaving a lasting impression
When you first meet Seth Reno of FreeHorse Work Wear, the first impression is a "can do" attitude and a conviction of hard work and determination.
Reno works with his fiancé, Amanda Drake, and the pair have built up their Work Wear Brand from referral and word of mouth. Their predominant marketing strategy is social media.
According to their website, production is kept at the local level, so they can ensure first-hand knowledge of each component of the business (clothing, branding, screen printing, custom engraving). The dominant nature of their brand is custom hats.
"The core of the Work Wear brand is strengthening the community where we live, while making a global statement," it went on to say.
FreeHorse Work Wear came onto the scene early in 2019, and Reno and Drake decided to put their determination, fortitude and creativity into action to outfit a shop.
"Aside from having our own brand, we like the ability to bring things to life—not just for us but for other people," said Reno. "I always had this idea, I wanted to be the best hat maker around (and best-in-craft), so I started investigating different equipment."
In the Work Wear shop, Reno has screen printing equipment, a laser engraver, industrial sewing machines, and custom design software for creating distinguished designs and graphics. They can engrave on an assortment of products, including leather, textiles, water bottles, mugs and glass—to name a few.
"The whole brand started out with 'I wish,' like, 'I wish I had that, I wish I had this.' We incorporated that into our brand with 'I DID.' We take people from 'I wish,' to 'I DID,'" he added.
"I DID" is now incorporated into their intellectual property as a trademark, "I DID."
Reno elaborated that they could create a logo based on a customer's style and go from concept to execution. They recently added screen printing into their service.
"We're visionaries here at FreeHorse Work Wear, bringing visions to life. We make things happen. Our shop capabilities allow us to control the whole process."
They most recently added a large format inkjet printer for stickers and heat transfers.
"We are 'concept to execution'; that is one of the fun parts of what we do—you have a concept in the morning, and you can have a finished, sellable product in the afternoon."
Reno indicated that their business has one additional part-time employee, in addition to him and Drake. They are hoping to add an additional employee soon, as their business continues to grow, and they are also considering franchising their business to fit all industries.
The pair is also planning to utilize their technology to create wedding announcements, using their own designs and supplies. Drake commented that they have increasingly found ways to create products and designs with the technologies in their shop.
Reno said that what he likes best about having this business is the freedom to innovate, be creative, and produce best-in-class products for the Work Wear brand and their customers.
"It's not what you do, it's what you do different," emphasized Reno. "We prefer to say, 'I DID.'
"Sometimes a customer will bring us something, and they aren't really sure about the graphic or how it is set up. We will bring it in and make it right, and hopefully when we crank out the final product, upon delivery we can say, 'I DID,' and we made that here."
Reno formerly worked as a traveler adjuster and went back to school to get a master's degree in finance. He aspired to work in high finance and be a trader, but he also had a passion for creating and having his own clothing brand.
"We decided that we can invest our own money and compound our own dividends for a better return on our investment, which has ultimately been more rewarding," he concluded.
FreeHorse Work Wear
Owners: Seth Reno and Amanda Drake
Call for an appointment: 541-604-5828
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