TRUEWERK Appoints Matt Snyder as Vice President of Product & Merchandising

DENVER--(BUSINESS WIRE)--TRUEWERK, the performance workwear brand built for modern trade professionals, today announced the appointment of Matt Snyder as Vice President of Product & Merchandising. Snyder joins TRUEWERK as the company continues to grow its product capabilities, expand its merchandising function, and build upon the product leadership that has defined the brand.

“At TRUEWERK, everything starts with our customer. Product is how we serve them, and as we grow, we have a responsibility to keep raising that bar. Matt understands both sides of that equation, and I’m confident he’ll help ensure we remain a product-driven brand focused on building the most technical, high performance workwear in the world,” said Brian Ciciora, Founder of TRUEWERK.

Snyder joins TRUEWERK from KUIU, where he served as Vice President of Product overseeing product design, development and merchandising. Prior to KUIU, he held leadership roles at Big Ray’s and Cabela’s, building a career rooted in the outdoor and workwear markets.

“Matt will be a tremendous asset as we sharpen our focus on go-to-market execution and build new capabilities in product and merchandising,” said Glenn Silbert, CEO of TRUEWERK. “He brings the expertise and perspective we need as we scale.”

“TRUEWERK has built something genuinely special — a brand and a product that people truly rely on to do their best work,” said Snyder. “I’ve long admired what this team has created, and I’m excited to help take it to the next level.”

In his role as Vice President of Product & Merchandising, Snyder will lead product creation and development while expanding TRUEWERK’s merchandising capabilities to support the company’s continued growth.

About TRUEWERK

Founded in 2015, TRUEWERK has been a challenger brand in the workwear space, replacing heavy, outdated materials with technical, performance-driven apparel built for real jobsite conditions. The brand continues to support trade professionals through technical innovation, community partnerships, and a commitment to building gear that helps people do their best work. Learn more at www.TRUEWERK.com.