Generally not the worst assumption, but these guys have been around for a decade plus

This isn't a group looking to make a potentially one-off product in an attempt to break into the industry. This is a different marketing and manufacturing model that is trying to mini-max the cost-to-quality ratio by only making products that have already sold. Similar production quality as other selvedge denim companies like APC or Iron Heart, and sewn in the US. The fabric they source is often of limited supply, either discontinued or small production runs, from high quality mills.