True Classic

True Classic makes apparel that people genuinely love wearing. With Wayflyer as their financing partner, they've become one of the fastest-scaling DTC brands in the world.

Challenge

True Classic was built on a deceptively simple idea: make clothing that actually makes people feel good. Ben Yahalom, President, and his co-founders started the business with $3,000. Two years later, it had crossed $100 million in revenue.

But rapid growth creates its own complications. True Classic had ambitions to expand into new categories—like activewear—and to reach customers across more than 190 markets globally. Traditional banks weren't interested. Their short trading history made lenders uncomfortable, even as the business numbers pointed overwhelmingly upward. In 2022, a significant investment in activewear exposed a cash flow gap that made one thing clear: True Classic needed a financing partner who could keep pace with its ambitions.

Solution

True Classic found that partner in Wayflyer. Where traditional lenders focused on history, Wayflyer focused on trajectory—assessing True Classic's growth potential rather than just their balance sheet. That meant True Classic could access the financing they needed without raising equity capital or navigating the restrictive covenants that come with conventional lending.

That flexibility had a direct operational impact. True Classic could commit to new product categories—like the 2022 activewear line—without getting squeezed by cash conversion cycle constraints. Financing from Wayflyer allowed them to move inventory, realize revenue, and reinvest, keeping growth momentum ahead of capital limitations.

"For True Classic, Wayflyer is basically being that very flexible financing partner—very few restrictions or covenants on the terms on how and when to pull the cash out and how to use it. It really enabled us to avoid the need to go and raise capital." Ben Yahalom, President, True Classic

Results

The impact was measurable from the start. True Classic generated $20 million in additional revenue directly tied to their Wayflyer partnership, while sustaining a 300% annual growth rate. In 2023, they matched their entire lifetime sales figure—$207 million—in a single year.

What makes that number even more impressive: True Classic runs on a team of just 55 employees. The combination of smart financing and operational discipline has allowed them to achieve what most brands would need hundreds of staff to deliver. From $3,000 in the bank to a business valued at nearly $1 billion, it's a story of what's possible when great product meets the right financing partner.

"We would not be able to do that unless we had that financing partner in Wayflyer." Ben Yahalom, President, True Classic