Decatur-based Twisted X is bringing some of its footwear manufacturing back to the United States, and CEO Prasad Reddy says it’s just the beginning.

The company launched its Built in the USA Collection July 4, assembling the line domestically using globally sourced materials. In an interview with Dallas Innovates, Reddy shared how the move fits into the company’s diversification and innovation strategies.

CEO Prasad Reddy [Photo: TwistedX]

“The current administration has made domestic manufacturing a national priority, and we believe footwear should be part of that conversation,” Reddy said. “For Twisted X, bringing more of the process home is about investing in American workers, strengthening supply chain resilience with diversification and supporting the communities that have always shaped our brand.”

The shift to U.S. production

Twisted X currently is manufacturing at multiple U.S. factories and has put a six-figure capital investment behind the initiative, Reddy said.

Getting domestic assembly off the ground meant leaning on relationships he had built over three decades in the footwear industry.

“We knew we needed to find the right partner for this endeavor, so I relied on my existing industry relationships,” he said. “I’ve known these contacts for over 30 years, and we have worked well together in the past. This was the perfect opportunity to plan and innovate together.”

Reddy wouldn’t disclose the locations of the current factories but said Texas is on the list for consideration as Twisted X weighs further expansion. The company plans to evaluate that after the line has been in production for 12 months.

“Although it is more expensive to make the product here, the quality is high, and we’re able to use automation to reduce labor costs, so our retailers and consumers aren’t getting a big price increase,” Reddy said.

Meet Twisted X Work

[Photo: TwistedX]

The footwear brand’s Built in the USA Collection debuted under the Twisted X Work label. It features nine new styles, including work boots and mud boots with nano toe and steel toe options, waterproof construction, electrical hazard protection and slip-resistant outsoles.

Twisted X Global Brands, the parent company behind Twisted X, also makes lifestyle, outdoor and western shoes.  It plans to expand domestic production to other footwear categories later.

The onshoring trend

Reddy isn’t alone in shifting some manufacturing to the U.S.

Companies across a wide range of industries are making similar moves as they seek to shore up supply chains and move production closer to product innovation. For example, in January, the drone technology company EagleNXT announced plans for its first U.S. production line. In February, pharmaceutical giant Novartis chose Denton for its fifth U.S. manufacturing site. And a wave of global semiconductor chip makers are locating plants in North Texas.

For Twisted X, the move is a natural extension of the brand, Reddy said.

“This line exemplifies the brand’s diversification plan,” Reddy said. “We source the best materials from the best locations, resulting in higher quality and readily available footwear.”

Don’t miss what’s next. Subscribe to Dallas Innovates.

Track Dallas-Fort Worth’s business and innovation landscape with our curated news in your inbox Tuesday-Thursday.