Torch Warriorwear Shark Tank Update: From Air Force Officer To Entrepreneur
Torch Warriorwear appeared on Shark Tank Season 15 episode 13. Haley McClain Hill, a former active-duty Air Force officer, is the brand founder. She caters to women in the military, with the goal to to empower female service members with attire that meets the demands of their fitness routines and daily activities.
Torch Warriorwear – The Numbers:
- Amount and equity asked: $150,000 for 10%
- Amount and equity received: $150,000 for 22.5%
- Shark(s) in the deal: Lori Greiner
- Valuation of the deal: $666,666
Table of Contents
Torch Warriorwear Shark Tank Appearance
In December 2022, Haley already won $50,000 at the Shark Tank Veterans competitions. And now she’s back, looking for an investment that can catapult her female-military brand to the next level.
Haley McLean Pitch to the Sharks
Haley approached the tank dressed in a military uniform, combat boots, hair perfectly braided, with the American flag behind her, standing confident in front of the Sharks. She was ready to take on what will be a game-changing opportunity for her and her business.
I’m Haley McLean Hill, United States Air Force veteran and CEO and founder of Torch Warriorwear. Today I am seeking $150,000 for 10% equity in my company.
The first time I wore my uniform was 10 years ago. I was an Air Force ROTC Cadet for 5 years. I then served as a lieutenant on active duty for four, and at the same time, I was a professional cheerleader for two NFL teams.
This is my opportunity to give women in the military the opportunity to wear not uncomfortable uniform t-shirts catered towards men. But the opportunity to have both comfort and fashion, without sacrificing functionality.
Haley McLean – Shark Tank pitch
Torch Warriorwear comes with colors that match each branch of the military, and they are also expanding to include cousins in law enforcement, firefighters, and paramedics.
Fun Fact: In response to Kevin O’Leary’s question about her clothing being against a military standard, Haley replied: “Talk to the Pentagon, we are good to go!”
Mark Cuban asked her why, given her background, she wanted to be an entrepreneur. Haley replied that her grandmother, who spent 20 years in the Air Force, was the one who told her to look into the military. She introduced her to the ROTC school, with the advantage of getting free education as long as you spent four years serving after graduation.
Emma Grede then asked about the requirements, to which Haley answered that to wear a bodysuit, it has to match exactly the branch’s colors. It has to be of a specific length as well. She then addresses the issue of women in tactical fields, even outside the military. This is a segue to a laud for Grede’s Skim brand, as Haley sees great potentials in a collaboration with her and her brands.
A few comments came up about protecting the brand. As long as a product meets the military requirements, then anybody could make it. Kevin and Emma wanted to know more. Haley replies that the military prioritizes business with veterans, before opening the doors to any other large manufacturer.
On that note, starting next month (March 2024) Torch became the official vendor for Aafes (Army Air Force Exchange Store), the largest retailer for military around the world.
Sales and Negotiation with the Sharks
In the first year in business, Torch Warriorwear did $16,000 in sales. They quadrupled the next year to roughly $60,000, and they are currently on track for half a million dollars in sales for the current year.
The bodysuits cost around $13 to make, and are sold between $60 and $75.
Fun Fact: Each garment has the word “fearless” embroiled in it. That is Haley’s handwriting, as a way to give encouragement to women in the military that always need that extra support.
Kevin is worried about the potential of a large manufacturer coming in and completely taking over her business, and for that reason, he’s out.
Cuban leaves soon after, mostly because this is not his wheelhouse. Robert Herjavec is out because of the narrow moat of the company. Emma is worried about other players coming in, and with that, she’s out too. When it’s Lori’s time, something different happens.
Listen, I literally just am in love with you, your energy, your commitment ,the fact that you served our country… So I am going to take a flyer on you, my dear. Here you go, I am going to give you an offer!
Lori Greiner
Lori offered $150,000 for 25% equities. Haley, in tears at this point, got really excited. Yet made a counter-offer for 20%. Lori met her in the middle at 22.5%.
With that, the deal went through, for $150,000 for 22.5%, sealing a deal between Lori Greiner and Torch Warriorwear. This brings the company valuation to $666,666.
The Genesis of Torch Warriorwear
Torch Warrior Wear’s brand has a strong ethos and a passion for supporting women in the military through innovative attire. The brand offers a fresh perspective on what functional and empowering clothing for women should embody.
Haley’s Background
Haley McClain Hill, the 28 years old brainchild behind Torch Warrior Wear, is a former U.S. Air Force officer and NFL cheerleader for the San Francisco 49ers and the Atlanta Falcons. During her four years of service, Haley was responsible for 300 airmen in her team, and managed almost $10 million in Air Force assets.
Thanks to her background, she merges military precision with an appreciation for athleticism and performance. Hill’s academic journey took her to Penn State. Here she became a cheerleader, developed further her leadership skills, and got passionate about entrepreneurship.
TORCH Warriorwear came from my heart. It came from my 4 years being an Active Duty Air Force officer and my 5 years being an AFROTC cadet at Penn State. I woke up one day wishing there was a more comfortable, CUTER option I could wear underneath my uniform. I know I am not alone when I say those t-shirts just were not cutting it! I loved wearing bodysuits but never saw a bodysuit the color and cut I needed to wear in uniform. So, I took my butt down to LA and asked around until I found an amazing team of people to bring these bodysuits to life.
Haley McClain – CEO – https://torchwarriorwear.com/
During the pitch in the tank, Haley addressed what investments were used to start the business. Overall, she is the investment of the company. Her military retirement, her personal money, and even $50,000 from her grandmother went into making Torch Warriorwear a reality.
Shark Tank Veterans competition in 2022
Later down the road, Haley also received an investment of $50,000 from Shark Tank veterans.
I was definitely the youngest entrepreneur there. It was my first time pitching in person, so I was definitely nervous. […]
[…] I tell people I felt like I had won the Super Bowl. That was the first time I had ever done anything strictly for a cause I feel strongly about and not just representing a team. It was just a win all-around for military women.
Haley McClain Hill – Interview with Military Family Magazine
Branding and Vision
Torch Warriorwear is not simply a clothing line; it’s a brand encapsulating a vision to empower military women. The bodysuits embody resilience and versatility, mirroring Hill’s ambitions to support and inspire women warriors.
With practical designs tailored for both military and civilian women, Torch Warriorwear seeks to redefine the concept of strength and beauty in apparel.
Torch Warriorwear Design Philosophy
The design philosophy of Torch Warriorwear centers on creating apparel that embodies the essence of empowerment and utility for women warriors.
Empowerment Through Apparel
Torch Warrior Wear places a significant emphasis on empowerment. It transpires from the word “fearless” on every bodysuit. Written in Haley’s own handwriting, it is a direct way to imbue women warriors with a sense of strength and confidence. Each piece tells a story of resilience, designed not just as clothing but as a testament to the power and capability of its wearer.
Blending Style and Functionality
Functionality is key in Torch Warriorwear’s design, but not at the expense of style. They meticulously engineer their bodysuits to offer durability and comfort without compromising a modern, sleek look. This approach ensures that the modern-day warrior is not only well-equipped for their tasks but is also wearing a brand that reflects their personal style.
Torch Warrior Product Line Highlights
Torch Warriorwear’s product lines focus on durability and function, while catering to a military-inspired aesthetic.
How Much Does Torch Warriorwear Cost?
| Product | Details | Price |
|---|---|---|
| Short Sleeve Fearless Bodysuits | Flexcomfort – 95% Rayon, 5% Spandex | $60 |
| Long Sleeve Fearless Bodysuit | Flexcomfort – 95% Rayon, 5% Spandex | $75 |
| Fearless Cap | Military-Style | $40 |
| Satin Scrunchie Collection | Black, Brunette, Strawberry, Blonde, Grey colors | $10 |
Depending on the item, costs range between $10 for the scrunchy, to more than $200 for the military kit. In between you can find the short and long sleeve bodysuit, for $60 and $75, respectively. The Torch baseball cap sells for $40 and the 2-pack of scrunchies sits at $10.
Accessories and More
Beyond bodysuits, Torch Warriorwear extends its product range to include a variety of accessories. The line showcases a military-style cap and hats engineered to complement the bodysuits, as well as a satin scrunchie that combines a touch of femininity with the brand’s robust image.
You can purchase any of the items on their website at https://torchwarriorwear.com/
Marketing Strategies
Torch Warrior Wear implements strategic marketing approaches to maximize brand visibility and customer engagement post their appearance on Shark Tank.
Social Media Presence
The brand uses Instagram, Facebook, TikTok, and Pinterest as a way to connect with their audience, showcase products, and share behind-the-scenes content.
Their Facebook profile has 1,500 followers, the TikTok page stands at 9,000 followers, but it’s Torch’s Instagram account that dominates their social media followers with more than 15,000 subscribers.
Building Community Engagement
They prioritize building a strong community, fostering a sense of unity and support among customers. Their community-driven approach includes leveraging user-generated content as a unique way to showcase their products, while creating a sense of belonging. Both their TikTok and Instagram profile are full of videos that show the utility and wearability of Torch’s bodysuits.
@torchwarriorwear @Rylee 🤧 in our Coyote Brown Fearless Bodysuit 🔥 #torchwarriorwear #usafa #airforceacademy #airforcewomen #rotc #jrotc ♬ original sound – TORCHWARRIORWEAR
Contract with the AAFES – Army Air Force Exchange Sale
Haley managed to have an exclusive deal and become the preferred vendor for the Army & Air Force Exchange Service (AAFES). AAFES is a United States Department of Defense retail organization that provides goods and services to members of the U.S. military, their families, and other authorized patrons.
AAFES was founded in 1895 as the Army Exchange Service. In 1947, it merged with the Air Force Exchange Service to form AAFES. Today, AAFES is a $15 billion enterprise with over 50,000 employees. It operates over 3,100 facilities worldwide, including retail stores, restaurants, gas stations, and movie theaters.
Given the magnitude and reach of the AAFES, it is a fantastic opportunity for her brand to get exposure, and carve a protected market space.
Commitment to Quality
Torch Warrior Wear exemplifies a steadfast dedication to quality, prioritizing durable materials, manufacturing excellence, and a balance between resilience and comfort.
Materials and Durability
Materials: Torch Warriorwear products are made with a blend of Flexcomfort – 95% rayon, 5% spandex. This allows for a fitted comfort without abrasive materials. Both short and long sleeves articles are extremely breathable, so that when facing rigorous exercise and repeated usage (aka in the military), they don’t become a burden, but rather an asset.
Durability: Every Torch Warrior Wear piece boasts robust construction, designed to resist wear and tear. After all, they have to withstand the rigorous physical training in the military, every day, multiple hours per day.
Comfort: Despite their toughness, these bodysuits do not compromise on comfort. The design and materials allow for flexibility and breathability, ensuring that it remains comfortable in any condition, no matter the challenge ahead.
| Key Characteristic | Description |
|---|---|
| Durability | Engineered to withstand rigorous use without compromising on safety and resilience. |
| Comfort | Meticulously designed for breathability and flexibility, ensuring comfort during extended wear. |
| Materials | Selected for their supreme quality and ability to preserve garment integrity over time. |
Consumer Experience
The success of Torch Warrior Wear is strictly linked to their testimonials and to the 2500+ positive reviews.
Testimonials and Feedback
Customers frequently express their appreciation for the utility and comfort of Torch Warrior Wear’s products. Testimonials highlight the apparel’s ability to withstand rigorous fitness routines, a testament to its design, which considers the demanding lifestyle of military personnel and fitness enthusiasts.
Customers often love the company’s commitment to empowering women warriors, resonating well with the target audience.
- Comfort: “The fit is exceptional, and it moves with me, regardless of the activity. It’s like a second skin.”
- Lifestyle Match: “Wearing Torch Warrior Wear makes me feel like my fitness gear finally matches my warrior lifestyle.”
- Empowerment: “There’s a sense of pride and strength I feel when wearing this gear.”
Seb
Seb is a PhD scientist by training, and an entrepreneur by heart. He started his first business while in elementary school, and he got in trouble for it! He then moved onto various online ventures, including consulting and e-commerce. Seb loved Shark Tank since he saw the first episode of Season one on TV. The rest is history.
