| Brand Focus - About iRule |
About iRuleiRule has been carving itself a reputation in the adventure sports world as a manufacturer of truly innovative and high quality clothing wear. Supporting racers and events in order to foster an iRule community spirit that provides feedback on product development, they have been growing rapidly in the Southern Hemisphere and are now making a presence in the UK thanks to Urban Adventure Gear's exclusive UK retail outlet. Check out our iRule UK site here: www.iruleshop.co.uk. We spoke to Daryl Foy, founder of iRule and asked him about the company
What is iRule?We are a family owned and operated business based in the Southern Alps of NZ that has built its small success on the back of innovative products, first-rate original technology and prompt,polite and efficient personal service. Everything we do is 100% NZ designed and made - here; it’s the real deal. Value-added quality training content and the ability to individually customise products are further testimony to our ability and dedication to providing the best products and services to our customers - from around the world. Who owns iRULE?IRULE is a privately-held 85% NZ family-owned SME with the firm's technology and sports advisory team comprising the remaining 15%.
Where is iRULE from?iRULE's Design-Technology-Administration-Advisory team are based in Fairlie in New Zealand's South Island part-way between Christchurch and Mt Cook/Aoraki.
Who makes your gear?We do 100% here in the Southern Alps; not offshore. Outsourcing to us abrogates responsibility for quality and care. IRULE is completely dedicated to designing, making, delivering and supporting our own products. When was iRULE started?October, 2002. What does iRULE value?
InnovationWe pride ourselves on original designs, functions and fabrics. We also place a great deal of emphasis on producing state-of-the-art e-business access for our customers.ParticipationOn-line off-line, racing and training, we are very much a brand by the customer - for the customer. We make every effort to encourage positive feedback and improvements to our products, service and systems; we are hear to listen and learn.KnowledgeIt has never been enough for us to just send out a shirt or pair of shorts; with our training and interests we continually strive to enhance the off road endurance experiences of our customers by providing accessible, informative articles.
QualityWe long ago worked out we are not in this to be the biggest and loudest. Instead, we get excited about constant improvement and excellence; doing our best to get you the best products for your training and racing and ensuring you get to talk to real people who give a damn.A look at our other brandsNuun
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