Well, here we are, sitting on the edge of H-hour with just a few more weeks of battle prep to go.
OPERATION TOA has been a journey like no other, it has had highs and lows, ups and downs, small defeats followed by big victories.
But, nothing worth doing comes easy does it? NO! Nor should it! It is the battle, it is the journey that we remember as the memories begin to fade.
I have shared this journey with you all and for that I can't say thank you enough!
What I can do, is start by sharing what we have created with OPERATION TOA.
It is through blood, sweat, tears, long hours, lots of coffee, zoom calls, WhatsApp messages, never ending email chains, fabric swatches, prototypes, testing missions, and a whole lot of passion and obsession, that I have the pleasure of giving you a look into the results of OPERATION TOA, ladies and gentleman, THE DIRECT ACTION COLLECTION.
Our mission was simple, it was to design high performance technical apparel for the warrior athlete, but let's dig deeper into our mission statement and intent for this project.
Our mission is to design and produce high performance apparel that exceeds the demands of the warrior athlete. We will design and produce technical apparel products that are light weight, durable, functional and made using the latest innovative technologies and materials on the market.
We will design and produce a warrior athlete clothing system that enhances performance, provides protection, and delivers confidence, enabling mission success in the most adverse arenas.
The Problems We Solved
1. High performance apparel that enhances performance
- Lightweight high performance fabrics
- Durable fabrics and construction methods
- Functional Design
- Provide enhanced safety and protection
2. Quality gear at a fair price
- Gear is either cheap and not fit for purpose, or good quality but extremely over priced and unaffordable to those who need it the most. We are bringing high quality gear to the market at a price that is fair and reasonable.
3. Designed and tested by end users for end users
- Too many companies are ran by salesmen and marketers, this causes design, development, and innovation to come second to sales numbers.
- We are driven by the simple ideology of "DEMAND MORE FROM YOUR APPAREL", this means that quality products are the focus, everything else comes secondary.
- We are end users, designing and developing, testing and evaluating, high quality products for end users.
Alright, lets dive in and take a look!
Direct Action Jacket
Designed for warriors, adventurers, and explorers who are on the move, the Direct-Action Jacket is a versatile and feature-rich jacket that delivers durability and performance in all conditions.
Constructed from a 50D polyester stretch fabric, this 3-Layer, DWR coated, waterproof breathable jacket is performance focused. Pit zips allow for quick and easy ventilation, and when the weather closes in, the hem and hood can be quickly adjusted to keep adverse weather conditions out. The 3-point adjustable hood comes with a peak to support vision and soft micro fleece face shield to provide comfort and protection, enabling you to focus on the task at hand. Multiple external pockets have been bonded using YKK water repellent zips, while internal pockets give you extra storage options, making sure your gear stays dry and safe. RECCO advanced rescue technology enhances your searchability to rescuers during search and rescue operations.
Direct Action Pants
Designed for warriors, adventurers, and explorers who are on the move, the Direct-Action Pants are your new go-to, go-anywhere, go-everywhere pants. Extremely functional and versatile, you get extreme protection and durability, in a light weight, quick drying, performance focused package.
Constructed from a 4-way stretch, double weave, DWR coated nylon fabric, the quick drying Direct-Action Pants provide extreme durability and uncompromising performance. Abrasion resistant rip-stop reinforcement panels have been strategically placed on the knees, legs, and seat to provide added protection and longevity. Four pockets bonded with water repellent zips and one zipped seat pocket offer multiple storage options, while the adjustable waist band provides a customized, secure, and comfortable fit. Going the extra mile, we know when you feel good, you perform good, the micro fleece lined waist band provides all day comfort so you can stay mission focused.
Direct Action Hybrid Hoodie
Designed for warriors, adventurers, and explorers who are on the move, the Direct-Action Hybrid Hoodie is an extremely versatile, up armored technical base layer. Optimized for performance and protection during demanding pursuits.
Constructed from a unique blend of postconsumer recycled PET bottles and recycled oyster shells, the Direct-Action Hoodie is extremely quick drying and moisture wicking, helping you to stay dry. This stretch performance fabric also provides UPF 40-50 protection and has built in anti-odor properties that don’t wash out. Strategically designed, using a 2-layer, ultra-lightweight, waterproof breathable, DWR coated fabric to provide up armored abrasion and weather protection in key areas. The chest zip and hood with built in face mask, allow you to adjust to changing weather conditions and workload. This is not your average base layer, put on your armor.
Direct Action LS & SS Tee
Designed for warriors, adventurers, and explorers who are on the move, the Direct-Action LS & SS Tee is a short sleeve technical tee optimized for performance and comfort during demanding pursuits.
Constructed from a unique blend of postconsumer recycled PET bottles and recycled oyster shells, the Direct-Action SS Tee is extremely quick drying and moisture wicking, helping you to stay dry. This stretch performance fabric also provides UPF 40-50 protection and has built in anti-odor properties that don’t
wash out. Light weight, athletic fitting, and flatlock stitching work together to provide all day comfort, allowing you to focus on the task at hand.
Direct Action Fleece - Still In Development
Designed for warriors, adventurers, and explorers who are on the move, the Direct-Action Fleece is an innovative high-performance mid-layer. Regardless of weather, season, or terrain, this high performance piece is mission critical.
Constructed from 100% Recycled Polyester with new innovative DWR Infusion Technology, the Direct-Action Fleece boasts an 80/50+ DWR rating, making sure you stay dry and warm. Ergonomic hood with elastic binding and an adjustable hem ensures the warmth is sealed in when the temperature drops. Raglan sleeves, flatlock stitching, and strategically placed stretch panels ensure maximum comfort and mobility, allowing you to focus on task at hand. Bonded chest pocket and two zipped hand warmer pockets give you quick and easy storage options. Worn as either an outer or mid layer, this innovative, abrasion resistant, and moisture wicking piece knows no boundaries.
Still in development because excellence can't be rushed.
Stand By Stand By...
We are now in the final stage of the project , production! The manufacturing facility is now hard at work making the bulk order, I can't tell you how good this feels! Once production is finished the QC (quality control) team will be going in to make sure everything has been crafted to spec before we get it in the sky and on the seas out to the US and NZ warehouses!
Stay ready and man your comms, we will be running a pre-order that will be packed with multiple reasons to get in early as a way of saying thank you for backing us!
Hint: For those of you selected, the team and I look forward to meeting you in person.