Building American Manufacturing: The Origin Story with Pete Roberts
In a compelling episode of Wolf Untamed, host Derek Wolf sits down with Pete Roberts, the visionary founder and CEO of Origin and Jocko Fuel, to discuss American manufacturing, entrepreneurship, and the unwavering commitment to building products entirely on American soil.
From Humble Beginnings to Manufacturing Revolution
Pete Roberts’ journey began in Gloucester, Massachusetts, where his early years shaped his future path. However, it was his involvement in Brazilian Jiu-Jitsu that would eventually spark the creation of Origin. As a dedicated practitioner, Roberts noticed something peculiar about the gis (uniforms) used in the sport:
“As I started researching, I discovered that these gis were based off of upholstery fabric. I was like, okay, so we’re wearing cotton upholstery fabric. That doesn’t make a lot of sense.”
This realization, combined with his background in design and product development, led Roberts to envision a better gi. However, his initial search for American manufacturing partners proved fruitless, forcing him to start by importing products from overseas – a decision that would later lead to a pivotal moment in his entrepreneurial journey.
The Turning Point
In 2012, while competing at the World Pro Trials, Roberts experienced a moment that would forever change his business trajectory. After winning the Brown and Black Belt Division and making it to the final eight in the world, he witnessed something that sparked both pride and anger:
“I saw someone walking by and I noticed immediately they were wearing my gi… As she walked by, there was a different logo on the back and I knew that my manufacturer had been ripping me off and selling my intellectual property into other brands and other countries.”
When confronted, his overseas manufacturer’s response was telling: “Business is business. Like you can’t do anything about it.” This betrayal catalyzed Roberts’ determination to bring manufacturing back to American soil.
Building from the Ground Up – Literally
With no capital but an abundance of determination, Roberts took an extraordinary approach to starting his manufacturing operation:
“I just had a singleness of purpose and a bit of a crime of passion and just cut down a bunch of trees in the woods behind my house and had a bunch of eastern white pine sun into big old timbers. And my friends and I, and family, we raised this timber frame factory.”
To fund the initial construction, Roberts hosted a cash-only jiu-jitsu immersion camp with 27 participants, using the proceeds to pay for wood and concrete. They started with two old L.L. Bean sewing machines rescued from a scrap pile, powered by a generator – a humble beginning for what would become a manufacturing powerhouse.
The Built by Freedom Standard
Roberts’ commitment to American manufacturing goes beyond simple patriotic sentiment. He created the trademarked term “Built by Freedom” to distinguish truly American-made products from those that merely complete final assembly in the US:
“We don’t even like to use the word made in America. I use the word built by freedom, which we trademarked, which is if it carries a built by freedom mark, you know that every part of it came from American soil.”
This uncompromising stance on domestic manufacturing has attracted attention from high-profile figures who share Roberts’ values. Notable customers include Joe Rogan and Mark Zuckerberg, who discovered and purchased from the brand organically, drawn to its authentic commitment to American manufacturing.
Vision for the Future
Roberts operates with a remarkable long-term perspective, thinking in terms of centuries rather than quarters:
“I have a hundred year plan, right? And we’re literally the first decade into that hundred year plan. We just started the second decade, like 2013. We built the factory. 2023. 2024.”
His immediate goals are ambitious yet focused. Origin currently produces 100,000-150,000 units annually, but Roberts aims to manufacture a million pairs of jeans yearly within the next three years. This goal represents more than just numbers:
“When we’re able to make a million pairs of jeans a year in a single year, we’ve done something pretty special. We have reshored the most iconic thing that was ever made in America – denim blue jeans, the thing that built America.”
Leadership Through Crisis
Recent challenges have led Roberts to make tough decisions, including stripping back product lines to focus on core strengths. Taking inspiration from Steve Jobs’ return to Apple in 1997, Roberts is implementing a strategy of simplification and focus for 2025:
“I knew I had to refocus on doing one thing and one thing really great. I stripped a lot of the new product out of 25. We’re leaning back to basics, the things we’re good at, we’re gonna improve our efficiencies on the factory level.”
The Greater Purpose
For Roberts, success isn’t measured purely in revenue or profit. His vision extends to the broader impact on American society:
“What you leave is what you’ve done and the impact you’ve had. Employ as many people as we can. Rehabilitate as many people as we can. Inspire the middle class again, remind people why we had such a strong American middle class and that factories were the melting pot where we came together and unified around common goals and values.”
This mission resonates deeply with those who share Roberts’ values, creating organic brand ambassadors who support Origin not for payment but because they believe in its mission. As Roberts notes, “We are unwavering and unapologetic in what we’re doing, and people like that recognize it.”
As Origin enters its second decade, Pete Roberts continues to demonstrate that American manufacturing isn’t just possible – it’s vital to preserving the American dream. Through unwavering commitment to domestic production and quality, Origin stands as a testament to the potential of American manufacturing renaissance, proving that with determination and the right values, it’s possible to build a successful business while staying true to one’s principles.
