Founder's Statement 

Dear Superior Family,

Today marks a significant milestone in our journey. As the founder of Superior, I've witnessed our evolution from a startup, built on the dreams of a 17-year-old, to a brand that stands at the forefront of the apparel industry. Recently faced with a decision that would have altered the course of Superior, we made a huge shift which was much more than a business choice; it was a reaffirmation of our core values and a commitment to our future.

In this spirit of renewal and growth, we are excited to unveil our rebranded identity—a reflection of our dedication to people, craft, and, most importantly, our environment. This is not just a new look; it's a statement of our promise for a sustainable future and our unwavering respect for the planet through conscious manufacturing practices.

Our new brand identity is deeply rooted in our origins. The topographic imagery and earth-focused color palette pay homage to the heart of the Rockies, where our story began. These elements symbolize our connection to nature and our pledge to honor and protect it.

Our vision is clear: to cement our position as a premium brand that not only delivers unparalleled quality but also cultivates a nurturing and progressive culture for our employees. We aim to be pioneers, leading with our hearts and setting new standards in respecting Mother Nature. This is not just a business strategy; it's a personal crusade that reflects my own journey with Superior.

I've poured my heart and soul into this company, which in return has enriched my life, our community, and the environment. We are committed to creating opportunities for our employees, crafting dreams for our customers, and making a positive impact on the world.

As we step into this exciting new chapter, I want to express my deepest gratitude to each of you who have been part of our story. Your support fuels our passion and drives us to reach new heights. Together, let's embark on this journey towards a more sustainable and inspiring future.

Warm regards,

Dominic Rosacci

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