DALLAS, Tex. – How’s this for customer service?

Told a load will take 22 hours to deliver, the Ruthless Trucking company promises to get it there in six.

Ruthless trucks speed.

The don’t stop for meals or bathroom breaks. In fact, they DSFS. (You’ll have to go to the website to see what that acronym spells out).  

Allan Fischler, one of the two co-founders of the Ruthless Trucking company told todaystrucking.com, “We don’t even stop to refuel. We refuel while driving like military planes refuel in mid-air.” Cute.

One more thing.

Even though the Ruthless Trucking company has been around for just over a year now, they don’t actually ever haul anything.

Instead, they create hats, t-shirts, and bumper stickers adorned with squished frogs and an assortment of other trucker gear designed for drivers who just might feel a tad fed up with the innumerable and growing Everest of rules and general nonsense they're faced with on a day-to-day basis.

Catharsis, we think it’s called.

An especially popular item is the poster announcing the company statement, and we’d show you but, again, it’s a little too rude for this family webzine.

Fischler and Lamkin are in the education field. But a few years ago they were facing some problems getting something shipped to a trade show and as a lark, invented the Ruthless Trucking company.

“We decided that we wanted to be the Harley Davidson of the trucking industry. Well, with the exception that we would not have actual trucks or transport anything.”

At first, it started as an online community. But after selling hundreds of Ruthless Trucking Ts and hats at the Mid-America Trucking show in Louisville, they decided to expand and Fischler tells us the plan is to have Ruthless Trucking gear into truck shops by the end of this year.

Some image-conscience folks in the industry might object on the grounds that Ruthless Trucking fuels overstated negative stereotypes of the industry, but Fischler and Greg Lamkin insist it’s just harmless fun.

Non-sensitive types can decide for themselves here.