Milwaukee Tool’s STUD is One Tough Tape Measure


Milwaukee Tool recently unveiled what they have deemed "the industry's most durable tape measure". They call it "The STUD" and the company says that it is capable of surviving an 80-foot drop.

Depending on your familiarity with tape measures, you may know that the tape/blade is usually the first thing to go. As a result, Milwaukee Tool created the new EXO360 Blade Technology that coats the entire tape in nylon to make it resistant to wear and rips.

According to Brandon Miller, director of product marketing for Milwaukee Tool, a job site is a treacherous place for a tape, and blades break for many reasons, such as whipping, fast retraction, and even job site contaminants.

The STUD's tape was redesigned will all of this in mind, including increased abrasion resistance which helps makes sure the numbers don't wear out.

The reinforced enclosure includes an impact-resistant overmold that helps the tool stand up to that 80-foot drop. Marketing caveat: Officially, the STUD can withstand an 80-foot drop onto packed soil. What I find interesting is that the company promotes its ability to survive an eight-story drop, and then the promo video (watch above) shows it dropping on every surface except the one that it would actually survive.  

The new tool is available in a 16-ft and 25-ft version, and so far, reviews are mixed. Universally, people want a magnet on the end of the tape, and others would like to see the increments and numbers printing on the back. One reviewer said that his tape broke the first day on the job, but he said that he would give it a second chance.

We tested it, and it seemed fine. Now, we didn’t have an 80-foot drop onto a manicured lawn, but we improvised and tossed it out of the window at our office. The STUD's a little dinged up, but it survived — maybe not the most accurate tape anymore as the hook was deformed. 

Founded in 1924, Milwaukee Tool is based in Brookfield, WI, and is a subsidiary of Techtronic Industries.

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