California-based outerwear and lifestyle company Tomahawk International has just announced that the brand will be shifting away from in-store retail sales and focusing solely on a direct-to-consumer, online platform.

According to the folks at Tomahawk, the move to one hundred percent online sales will allow the brand to offer “prices that are below industry standard and quality that is of the highest caliber possible.” For more information, see the press release below and visit tomahawkinternational.com.

Press Release provided by Tomahawk International:

In 2006, we founded Tomahawk International to create an authentic brand that was a partnership with our athletes and customers. We envisioned a no frills, quality product that would allow our athletes the opportunity to have great style while being protected from the elements. We all come from a similar one traffic light town and we all share a love of the mountains regardless of what we ride. The Tribe is on it’s own path and we are willing to take chances. Our commitment is to provide quality products at an affordable price without all the bullshit, noise, and overhead of mainstream brands. To further accomplish this, we have decided to take our business completely online and remove the costs associated with having retail partners. We are going to in turn, direct those cost savings to you, our Tribe. What you can expect to see are prices that are below industry standard and quality that is of the highest caliber possible. All of this translates into a great value for our customers and strengthens the bond that we all share.