ThruDark
| Private | |
| ISIN | 🆔 |
| Industry | Apparel |
| Founded 📆 | 2016 |
| Founders 👔 | Anthony Stazicker, Louis Tinsley |
Area served 🗺️ | Worldwide |
Key people | Anthony Stazicker (Co-founder), Louis Tinsley (Co-founder), Chris Reynolds (CEO) |
| Products 📟 | Outerwear, activewear, base layers, accessories |
| Members | |
Number of employees | |
| 🌐 Website | thrudark |
| 📇 Address | |
| 📞 telephone | |
ThruDark is a British technical apparel company founded in 2016 and headquartered in Poole, Dorset, England. The company designs and manufactures high-performance outerwear, mid layers, base layers, activewear, and accessories. It was founded by former Special Boat Service (SBS) operators Anthony "Staz" Stazicker and Louis Tinsley, whose experience in United Kingdom Special Forces (UKSF) informed the brand's product development ethos. ThruDark was publicly launched in summer 2018 and has since been listed twice in the Sunday Times Fast Track 100, a ranking of the United Kingdom's fastest-growing private companies.[1] By early 2025, the company reported approximately £16 million in annual turnover and around 120,000 customers across more than 100 countries.[2]
Background and founding
The concept for ThruDark was developed in 2016 during a United States military parachute canopy course. According to co-founder Anthony Stazicker, the name refers to the nature of special operations, which are "almost always conducted in the dark," and also to the idea of going through adversity.[3][4] The initial business idea was discussed at a Starbucks in Blythe, California, where the two founders, facing the transition out of military service, identified a gap in the market for technical outerwear informed by genuine operational experience.[5]
Both founders spent years in active service modifying and improving their issued kit when it underperformed in demanding conditions. This direct experience became the central premise of the brand's product development approach.[5][2]
The company was incorporated in the United Kingdom in 2016 (Companies House number 10351946). Its first collection was publicly launched in summer 2018 at the Bremont boutique in Mayfair, London.[3] The launch was originally planned for spring but was delayed by a production issue.[3] British fashion designer Jeff Griffin, whose label Griffin had pioneered technical outerwear in the UK market, mentored the founders during the early development phase and facilitated introductions to Italian manufacturers.[2]
Founders
Anthony "Staz" Stazicker CGC
Anthony Stazicker enlisted in the Royal Marines in 2005 and joined 40 Commando, where he first met Louis Tinsley in 2006.[4] He subsequently passed UKSF selection and joined M Squadron SBS in 2009, serving for approximately 10 years in UKSF in total. He served as a chief sniper instructor and demolitions expert and was deployed to Afghanistan.[3][5]
In 2013, Stazicker was awarded the Conspicuous Gallantry Cross (CGC) for combat actions in Afghanistan. The CGC is the United Kingdom's second-highest military decoration for gallantry in combat.[3][5] He left the SBS in 2018.[4]
Louis Tinsley
Louis Tinsley enlisted in the Royal Marines in 2003 and met Stazicker at 40 Commando in Somerset in 2006.[4] He served approximately 14 years in the British armed forces, including around eight years in UKSF within the SBS, and was deployed to Iraq and Afghanistan.[3][4] Tinsley was facing a medical discharge at the time he and Stazicker began planning ThruDark and was medically discharged in 2017.[3][4]
Products
ThruDark produces a layering system of technical apparel comprising outer shells (hardshell and softshell jackets), insulated mid layers, fleeces, seamless base layers, activewear for training and running, and accessories including bags, headwear, and gloves.[6][2] The range has been described by British GQ as "your new go-to brand for outerwear"[6] and the ThruDark Patriot jacket was named best for hostile environments by outdoor media outlet Wired for Adventure.[7]
The company's flagship product is the Summit Suit, a high-altitude mountaineering garment that had reached its fifth generation as of 2025. The suit uses a three-layer breathable outer shell with hybrid insulation and reinforcement in high-stress zones.[5] The Centurion Alpine Jacket won the Polartec Apex Award in 2022.[8] Technical fabrics used across the range include Polartec Thermal Pro, Pertex Quantum, Schoeller, Dyneema, and merino wool.[5]
Products are tested by the founders and ambassadors in environments including the Scottish Highlands, the Cairngorms, the Alps, Norway, and the Himalayas.[3] The company manufactures across multiple countries, with facilities in Italy, Ukraine, Portugal, and Vietnam.[3]
Notable expeditions and use
Project Possible (2019)
In 2019, Nepalese-British mountaineer Nirmal Purja wore ThruDark's Summit Suit during Project Possible, his record-breaking ascent of all 14 eight-thousanders within six months and six days, a world record.[9]
Mission: Everest (2025)
In May 2025, Anthony Stazicker joined a team of four veterans, including Al Carns, the UK Veterans Minister, in an expedition called "Mission: Everest," aiming to summit Mount Everest and return to London within seven days.[10][11] The team survived an avalanche at approximately 5,000 metres during the ascent and completed the summit-to-London leg within the target timeframe.[5][9] The expedition raised over £1 million for veterans' charities[9] and received coverage from Esquire UK,[5] The Times,[10] The Washington Post,[12] the Evening Standard,[13] The Sun,[14] and Men's Health.[15]
Business development
Retail
ThruDark's primary retail presence is its Unit Four store, located on an industrial estate in Poole, Dorset.[2] In January 2023, the brand launched an exclusive retail concession at Selfridges, Oxford Street, London, with a further pop-up at Selfridges Birmingham in March 2023.[16] In November 2025, a pop-up opened at Battersea Power Station in London.[17] In January 2026, ThruDark secured a £4 million trade loan from Barclays UK Corporate Bank to support further retail expansion.[18]
Sunday Times Fast Track 100
ThruDark was listed in the Sunday Times Fast Track 100 in both 2024 and 2025. In the 2024 edition, the company ranked 61st, with reported three-year revenue growth of approximately 89.5%.[1][19]
Resurgence resale platform (2025)
In August 2025, ThruDark launched Resurgence, a dedicated platform enabling customers to buy and sell pre-owned ThruDark products.[20]
Call of Duty collaboration (2024)
In October 2024, ThruDark collaborated with Activision on the Call of Duty: Black Ops 6 "C.O.D.E. Endeavour: Tracer Pack," described as the first-ever British operator skin in the franchise. The pack was a charity initiative, with net proceeds directed to the Call of Duty Endowment, a veteran employment charity.[21][22] The launch event featured co-founders Stazicker and Tinsley alongside television presenter and former SBS operator Jason Fox.[21]
Invictus Games (2023)
ThruDark was named the official clothing partner of the Invictus Games Foundation for the 2023 games held in Düsseldorf, Germany.[23]
Triumph Motorcycles partnership (2024)
In April 2024, ThruDark was announced as the official teamwear partner to Triumph Motorcycles for its racing programme.[24]
New Era collaboration (2024)
In December 2024, ThruDark released a collaborative capsule collection with headwear brand New Era.[25]
Devizes to Westminster sponsorship (2024)
In December 2024, ThruDark became the multi-year title sponsor of the Devizes to Westminster International Canoe Race, a 125-mile endurance canoe race held annually in England.[26]
Awards and recognition
Sunday Times Fast Track 100 — listed in 2024 (ranked 61st) and 2025[1]
Polartec Apex Award — Centurion Alpine Jacket, 2022[8]
Country & Town House Great British Brands — featured in the 2025 edition[27]
Barclays Entrepreneur Scale Up Company Award — 2025[18]
Notable ambassadors
Aldo Kane — former Royal Marine and television adventurer[5]
Jason Fox — former SBS operator and presenter of SAS: Who Dares Wins (Channel 4)[21][28]
Victoria Pendleton CBE — two-time Olympic cycling champion[29]
Dylan Hartley — former England rugby union captain[29]
Nirmal Purja MBE — mountaineer; wore ThruDark Summit Suit during Project Possible (2019); former ambassador[9]
References
[1] "ThruDark — Fast Track 100". The Sunday Times. December 2024. https://www.thetimes.com/sunday-times-100-fast-growth/company-profile/article/thrudark-fastest-growing-sunday-times-100-cksbxp3qv O'Flaherty, Mark C.
[2] "ThruDark wants to dress you like the special forces". Financial Times (How to Spend It). 11 March 2025. https://www.ft.com/content/fb711c85-dd44-4d3a-89e5-a5dd860c861b
[3] "Cover Interview: Anthony 'Staz' Stazicker". New Business Magazine. June 2025. https://www.newbusiness.co.uk/articles/entrepreneurs/new-business-magazine-summer-edition-cover-interview-anthony-%E2%80%98staz%E2%80%99-stazicker
[4] "Interview with ThruDark founders Anthony Stazicker and Louis Tinsley". Oceanographic Magazine. c. 2022–2023. https://oceanographicmagazine.com/features/interview-with-thrudark-founders-anthony-stazicker-louis-tinsley/
[5] "How Two Ex-Commandos Built Britain's Toughest Clothing Brand". Esquire UK. May 2025. https://www.esquire.com/uk/life/a64890198/thrudark-everest-britain-s-toughest-clothing-brand/
[6] "ThruDark is your new go-to brand for outerwear". British GQ. 18 December 2020. https://www.gq-magazine.co.uk/fashion/article/thrudark-clothing
[7] "Technically dream coats". Wired for Adventure. February 2022. https://www.wiredforadventure.com/article/technically-dream-coats
[8] "Polartec 2022 Apex Award Winners". GearJunkie. December 2022. https://gearjunkie.com/news/polartec-2022-apex-award-winners
[9] "Mission: Everest". Red Bull Bulletin. July 2025. https://www.redbull.com/gb-en/theredbulletin/thrudark-mission-everst-project Brown, Larisa.
[10] "Veterans minister aims for record-breaking Everest climb". The Times. 14 March 2025. https://www.thetimes.com/uk/defence/article/ex-special-forces-team-aims-for-record-breaking-everest-climb-fhj65z3mp Burgess, Kaya.
[11] "Briton attempts 'fastest ever' Everest mission, using xenon gas". The Times. 14 January 2025. https://www.thetimes.com/uk/science/article/climbers-gas-could-help-you-rocket-up-to-everest-summit-8wbh8p3bg
[12 ] "Climbing Everest in one week? It could happen thanks to xenon gas." The Washington Post. 15 May 2025. https://www.washingtonpost.com/sports/2025/05/15/everest-climb-one-week-xenon-gas/ Robinson, Martin.
[13] "Inside Mission: Everest and their record-breaking 7-day ascent attempt". Evening Standard. 15 March 2025. https://www.standard.co.uk/news/mission-everest-al-carns-b1216840.html
[14] "How UK's toughest MP plans to climb Everest in record breaking 7 days". The Sun. 8 April 2025. https://www.thesun.co.uk/news/34342211/uk-mp-everest-doping-gas-xenon/
[15] "This Is the Intense Training Plan Behind a Record-Breaking Everest Ascent". Men's Health. August 2025. https://www.menshealth.com/uk/fitness/a65168977/everest-training-plan-special-forces-london-summit/
[16] "ThruDark launches pop-up at Selfridges Birmingham". The Industry Fashion. 30 March 2023. https://theindustry.fashion/special-forces-inspired-brand-truedark-launches-pop-up-at-selfridges-birmingham
[17] "ThruDark unveils pop-up at Battersea Power Station". The Industry Fashion. 6 November 2025. https://theindustry.fashion/thrudark-unveils-pop-up-at-battersea-power-station
[18] "ThruDark secures £4m trade loan to fuel retail expansion". The Manufacturer. January 2026. https://www.themanufacturer.com/articles/thrudark-secures-4m-trade-loan-to-fuel-retail-expansion/
[19] "Making the jump from special forces to outdoor clothing enterprise". The Times. 20 September 2024. https://www.thetimes.com/business/entrepreneurs/article/making-the-jump-from-special-forces-to-outdoor-clothing-enterprise-network-j73gxl322
[20] "ThruDark launches new Resurgence resale platform". The Industry Fashion. 1 August 2025. https://theindustry.fashion/thrudark-launches-new-resurgence-resale-platform
[21] "Call Of Duty: Black Ops 6 announces UK Special Forces-approved charity pack". NME. October 2024. https://www.nme.com/news/gaming-news/call-of-duty-black-ops-6-announces-uk-special-forces-approved-charity-pack
[22] "C.O.D.E. Endeavour Tracer Pack". Call of Duty Official Blog. October 2024. https://www.callofduty.com/blog/2024/10/call-of-duty-endowment-endeavour-tracer-pack
[23] "ThruDark unveiled as official clothing partner of the Invictus Games Foundation". Retail Times. 15 September 2023. https://retailtimes.co.uk/thrudark-unveiled-as-the-official-clothing-partner-of-the-invictus-games-foundation/
[24] "ThruDark x Triumph Motorcycles Teamwear Partnership". Triumph Motorcycles. 19 April 2024. https://www.triumphmotorcycles.co.uk/for-the-ride/news/racing/thrudark-partnership
[25] "ThruDark x New Era capsule". Fashion Network. 24 December 2024. https://fashionnetwork.com/news/Thrudark-x-new-era,1688509.html
[26] "ThruDark announced as title sponsor". Devizes to Westminster International Canoe Race. December 2024.
[27] "Great British Brands 2025". Country & Town House. January 2025.
[28] "ThruDark x Jason Fox collection". Fashion Network. 13 February 2024. https://fashionnetwork.com/news/Thrudark-x-jason-fox,1604286.html
External links
ThruDark official website: https://www.thrudark.com
External links
References
Category:Clothing companies of England Category:Companies based in Dorset Category:Outdoor clothing brands Category:Companies established in 2016 Category:Private companies of the United Kingdom
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