Experiencing an 18,000ft drop with a malfunctioning parachute, former special forces operative Anthony “Staz” Stazicker describes it as the worst moment for a jacket zip to fail. During the 2013 incident in the Middle East, he had to contend with a tangled jacket while managing a chute malfunction, ultimately managing to deploy a reserve canopy and come away uninjured.

Reflecting on his time in the special forces, where the quality of equipment often exceeded that of regular army gear, he questioned how high-priced jackets could feature subpar zippers.

Now, at 40, Stazicker has shifted gears from military service to spearheading ThruDark, an outdoorwear company he co-founded with fellow special forces veteran Louis Tinsley in 2016. Initially focused on enhancing military apparel quality, ThruDark has since blossomed into an impressive £13 million business, primarily selling high-performance clothing online for activities ranging from climbing to gym workouts.

Based in Poole, Dorset, ThruDark has seen nearly a 90 percent increase in turnover over the past three years, largely attributed to a dedicated customer base attracted to the founders’ elite military backgrounds. The popularity of Channel 4’s SAS: Who Dares Wins, a show highlighting ex-army officials training recruits, has notably boosted both the visibility of the brand and the special forces community.

“Our social media following exploded by 10,000 overnight after our gear was featured on the show,” says Stazicker, who also participated in the series in 2021.

The authenticity of the brand is apparent, with both founders having endured extreme conditions in environments such as jungles, deserts, and heavy snows. This firsthand experience informs their choices in materials and technologies suited for rigorous outdoor activities.

What began with cold-weather gear and bespoke mountain suits designed for subzero climates has now diversified into skiwear and fashionable athletic clothing, produced in Italy, Vietnam, and Eastern Europe. With customers predominantly aged 30 to 40, who are willing to invest up to £1,000 for quality outerwear, it signals a sustained shift in outdoor apparel towards a more upscale market.

According to McKinsey’s 2024 State of Fashion report, outdoor apparel revenues surged 24 percent in 2022 compared to pre-pandemic levels. This trend is echoed by UK retailer Mountain Warehouse, which reported record revenues of £386 million last year, marking its highest earnings in a 27-year history.

While the journey from special forces to a thriving clothing brand is rare, the foundation of ThruDark reflects a strong vision and determination amid past skepticism from peers.

“Leaving the military on my own terms was crucial for a smooth transition to civilian life,” shares Stazicker, who notes the challenges faced by many veterans in securing stable livelihoods post-service. Teaming up with a trusted partner has been instrumental in navigating this new venture.

Though the duo initially lacked business experience, their military-acquired skills—such as meticulous planning and effective leadership—have served them well in the business realm. They approach their new roles like ascending the ranks in the armed forces, engaging in everything from mastering spreadsheets to overseeing product packaging.

Adapting from the military’s intense feedback culture has been a learning curve, requiring Stazicker to foster greater empathy and understanding with his 40-member team.

“In special forces, the emotional investment and camaraderie are paramount, but translating that to a business context presents its own challenges. Finding dedicated team members is critical,” he explains.

The support of the Poole-based Clark investment group, introduced in 2017, proved pivotal, providing necessary funding and mentorship for early-stage development.

With a strategy targeting the burgeoning American market—projected to be worth $10.5 billion in 2023—ThruDark aims to grow significantly, leveraging social media influencers and Stazicker’s military connections.

Despite rapid expansion and prospects for future growth, caution guides plans for retail presence, currently limited to a small footprint in Selfridges and at ThruDark’s headquarters in Poole.

“Navigating the high street remains challenging, especially as growth amplifies responsibilities and cash flow considerations,” Stazicker notes. “Ultimately, it boils down to problem-solving, a skill we are accustomed to honing.”

ThruDark has achieved recognition as the No 61 company on The Sunday Times 100 list for 2024, highlighting Britain’s fastest-growing private enterprises.