ThruDark
Technical tactical clothing, founded by former British SBS operators
The ex-SBS marketing is impressive, but quality is uneven according to reviews. Very high prices aren't always justified by product substance.
Philosophy
Two ex-SBS operators launch a tactical clothing brand at Arc'teryx prices. The special forces branding is impeccable, the videos are cinema. The problem: Phalanx fleece patches fall off after two washes, and specialist forums reviews suspect complaisance. Gore-Tex jackets seem to deliver. The rest lives on the legend.
History
Anthony "Staz" Stazicker, decorated with the Conspicuous Gallantry Cross (second highest British military decoration), and Louis Tinsley met in service at the Special Boat Service, the Royal Navy's special forces unit, based in Poole, Dorset. 27 combined years of military service, 18 in special forces. Operating in the most hostile environments on the planet, regularly at night.
Louis left special forces in 2017 and began conceptualizing ThruDark while Staz was still serving. August 2017, first prototypes. Staz left the SBS in 2018 to join full time. Launch at Bremont's London HQ in May 2018, with an "Inception" video narrated by Tom Hardy. Cinematic marketing from day one.
The first product was an ultra-technical "Summit Suit." The gear helped break mountaineering records: fastest time to summit all 14 peaks above 8,000m, and the first ever winter ascent of K2. The outdoor credibility is real.
Manufacturing in Portugal. The range expanded: Gore-Tex Pro technical outerwear, activewear, hot weather clothing. HQ in Poole. On Trustpilot, reviews are mostly positive, customer service is praised.
Among enthusiasts, reality is more nuanced. Technical hardshell jackets (Sentinel, Gore-Tex Pro) deliver. But the specialist forums consensus keeps returning: "way overpriced for what you get." Phalanx fleece patches are "very very poor quality, will only last a couple of washes before falling apart." Suspicions of compliant reviews come up regularly. Esquire compares them to Arc'teryx and Norrona, but fans of those brands contest: pricing is at their level, quality consistency isn't yet.
Staz became a TV celebrity as an instructor on SAS: Who Dares Wins on Channel 4. The special forces branding is omnipresent and effective. But it's a double-edged sword: when the product doesn't follow through, disappointment is proportional to the price.
Iconic Products
Sentinel Jacket (Gore-Tex Pro)
The flagship technical jacket. Gore-Tex Pro, solid construction. The product that almost justifies the price - hardshell jacket reviews are the most positive in the range.
Phalanx Fleece
The mid-layer fleece. Seductive military branding but patches are 'very very poor quality, will only last a couple of washes before falling apart.' The product that crystallizes criticism.