theStory

Welcome to theCoder, where fashion meets coding. Founded in 2023 by Wilfred Ruck, a Queens, NY native based in Dallas, TX, we are dedicated to eliminating the stereotypes surrounding coders and embracing diversity and culture in the tech field.

Our mission is threefold. Firstly, we aim to break the stigma that all coders live in dark basements, isolated from the world. We believe that coders can be fashionable, social, and well-rounded individuals who excel not only in their technical skills but also in other areas of life. We want to show the world that coding is not just a job, but a passion that coexists with a vibrant and multifaceted lifestyle.

Secondly, we strive to represent the changing face of the tech industry. We understand that diversity and culture are essential for innovation and progress. Through our products, we celebrate the fusion of fashion and technology, reflecting the evolving nature of the tech field.

Lastly, we believe that we are never just one thing in life. We are constantly evolving, growing, and exploring new horizons. The name "theCoder" stems from the founder's background as an engineer, but it represents so much more. Just like he was once labeled a track-star and will be much more in the future, we believe that everyone has the potential to be more than what meets the eye.

At theCoder, we curate a collection of products that embody our values and aspirations. Join us in embracing the new era of coding, where fashion, diversity, and personal growth intersect. Let's recode our nature together.