TILIT – D2C Ranking & Growth Metrics
Chef coats, aprons and workwear for hospitality professionals
Last updated · August 2026 edition · method v1.2
TILIT ranks #252 of 312 D2C brands in the August 2026 edition and #55 of 63 in Apparel, down 1 place on last month. We estimate TILIT's revenue is flat year on year (high confidence). Branded search is growing over the past year. Among apparel brands selling chef workwear, its closest competitor is Hedley & Bennett (#82).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big TILIT is today: #252 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is TILIT's revenue growing?
We estimate TILIT's revenue is flat year on year (high confidence). Branded search is steady and site traffic is declining year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is TILIT growing?
TILIT's Momentum score is 51.1, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is declining over the same 12 months. Since September 2025 it has moved from #222 to #252 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About TILIT
TILIT designs chef coats, aprons, pants and related workwear for people working in professional kitchens and hospitality venues. The range covers chef shirts and coats, bottoms such as pants, jumpsuits and overalls, aprons in bib, waist and cross-back styles, plus accessories including hats, socks and bags, offered for both men and women. The brand also supplies uniforms to teams and restaurants through a wholesale and bulk-order programme, alongside its direct-to-consumer online store, and periodically collaborates with other brands on co-branded bags and apparel.
TILIT was founded by Alex McCrery, a working chef, and Jenny Goodman, who met while working front and back of house at a New Orleans restaurant. The brand positions itself around functional, considered design for people working on restaurant lines and in hotel kitchens, aiming to replace generic uniform options with purpose-built clothing. It sells primarily through its own website, with a dedicated wholesale channel for restaurant and hotel teams ordering in bulk, and ships orders directly to customers from its New York base.
TILIT branded search volume
How often people search for TILIT by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing; the last three months, compared with the same months a year earlier, are steady. Demand is fairly steady through the year.
TILIT's audience, products and channels
Social audience
- Instagram tilitnyc 76,986
- YouTube TilitchefgoodsNYC 116
Also on Pinterest, X and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store134
- New in the last 90 days0
- Typical price98
- Price range3 – 311
From TILIT's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US.
TILIT competitors
The apparel brands closest to TILIT: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Aprons, knives and kitchen gear for chefs and home cooks.
Rugged outdoor clothing, bags and accessories made from durable fabrics.
Backcountry-focused ski and snowboard outerwear, bibs and jackets
Montana-made Merino wool clothing and layering systems, made in the USA.
Eco-minded outdoor apparel and accessories for adventure and everyday life
TILIT vs Hedley & Bennett
Hedley & Bennett is the bigger brand (Scale 52.1 against 30.1), while TILIT is growing faster (Momentum 51 against 43). See Hedley & Bennett's page.
| August 2026 | TILIT | Hedley & Bennett |
|---|---|---|
| Overall rank | #252 | #82 |
| Apparel rank | #55 | #22 |
| Scale (size) | 30.1 | 52.1 |
| Momentum (growth) | 51.1 | 43.0 |
| Branded search | 24 | 44 |
| Site traffic | 21 | 40 |
| Social audience | 47 | 76 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
TILIT: common questions
What does TILIT sell?
Chef coats, aprons and workwear for hospitality professionals. Known for: Chef coats and shirts, Aprons, Chef pants and jumpsuits, Workwear bags and accessories and Custom team uniforms.
Where is TILIT from?
TILIT is based in United States.
Where can you buy TILIT?
TILIT sells through its own online store and selected retailers. Its online store is at tilitnyc.com.
When was TILIT founded?
TILIT was founded in 2012.
Who founded TILIT?
TILIT was founded by Alex McCrery and Jenny Goodman.
Is TILIT's revenue growing?
We estimate TILIT's revenue is flat year on year (high confidence). Branded search is steady and site traffic is declining year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are TILIT's competitors?
TILIT's closest competitors in the Apparel category are Hedley & Bennett, Filson, TREW and Duckworth.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.