I question the size of the market for this kind of thing. You might wear one if you're paranoid or an undercover cop, but otherwise who, exactly, would wear this? If you're on a range, an actual vest isn't out of place, likewise for actual security or guard duty. If you feel the need to wear armor every day and can't openly wear a ballistic vest, you might want to consider moving.
I dunno, I could see it making sense for the people who went to that Bitcoin conference in Mexico. Or people traveling in unstable regions generally who want to blend in, but also don't want some basic protection against getting kidnapped or killed.
You can think of them as being just another clothing company. If you had the option for your normal clothes to be bulletproof with no downsides, who would opt out.
Edit: It might be a fine product with practical value to some people, I'm just addressing your post.
Seems like, as they have skus ~$300, that cost of effective bulletproofing has decreased drastically in the past decade or two.
Once you get below a certain price point every low-level employee who has to handle a large amount of cash enters your target market.
They can branch out into "traditional" PPE if they really need to. Work clothing with reinforcement over key areas would be a big hit in some industries (at the right price of course).
>If you feel the need to wear armor every day and can't openly wear a ballistic vest, you might want to consider moving.
Your house doesn't almost catch fire every day yet you probably have smoke alarms. I can see a handgun proof polo shirt being quite popular among politicians on the campaign trail.
I'm not sure if current presidents use bulletproof clothing.
Hunting or hiking in areas where hunters could be present. Obviously you'd want to wear it under some orange outerwear as your first precaution, but still.
I wonder if that is where the idiom "stand behind" comes from...