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Details on Industry Insight.
COALATREE Organics is a premium Lifestyle clothing line founded in the spring of 2010 to bring a unique brand to the industry, focused around the “Reap What You Sow” mentality. The founders consist of people who are rooted in the action sports industry and wanted to bring a message and a brand that could directly giveback to this industry. They consist of:
Cavin Nicholson lived and practiced urban gardening very in depth. Growing and supplying premium products are key principles in his life. This lead him to design and develop a lifestyle brand around rallying the elements and living the high life the grower lives.
Jake "Charlie" Bessey worked at Skullcandy as the sixth employee addition to the team, hired on by CEO Rick Alden at 20 years old. While at Skullcandy Charlie went on to create the core backing behind Skullcandy’s music and entertainment marketing, including inventing and creating the SkullcandyTV video outlet.
The COALATREE name comes from references to growing and gardening; nothing is better than having good things that are good for nature. The very top and center point of the plant produces the best produce or goods, which is called the main cola. The inspiration behind COALATREE is a desire to live a lifestyle centered on organic sustainability and living the high life.
It's pronounced KO-AL-A-TREE
The two terms sustainable and organic are being used by almost every apparel company today, COALATREE is a brand committed to reducing the harm caused to our planet, as well as spread a strong message of growing in all aspects of life. As Vice President, Charlie Bessey puts it, “COALATREE’s vision for sustainability is our number one commitment. We are already taking steps to increase world support for organics by creating pieces with canvas, leather and other sustainable fabrics.”
The Spring 2012 collection is made up of 70% organic materials, with over 40% of the line being produced domestically, which has opened a door for the consumer and the company to directly support and give back to organic farmers in India, Pakistan, Peru, and the USA.
COALATREE avoids GMO farming and use of chemicals, and rather puts emphasis on items being produced using green and sustainable methods that DO NOT damage the countries’ local communities.
The brand’s office is located in New Castle, CO near Aspen on the Colorado River. A very unique ranch, COALATREE is in the process of designing a skate park, all in the midst of a 15-acre farm, surrounded by legumes and livestock. In total, over 2.5 tons of food is produced every year for donation to charity and company ambassadors.
In addition to the founders, the COALATREE staff consists of Adam Harris as the Director of Media Productions and Skyler Gillette as Director of Sales. Adam has videography experience, working freelance for KarmaloopTV and managing video operations for Blue Man Group Boston. Skyler brings years of senior-level sales experience from Skullcandy, working as their Key Accounts Specialist.
COALATREE was wise in limiting how large their first collection is (about 30 items total). That way they can take the “quality over quantity” approach, focusing on material quality, proper sizing, and attention to detail for every piece.
Signature pro athlete and collaboration pieces also frequent the collection. The Adam Dyet denim, SO GNAR “cream of the crop” t-shirt, Jake Brown’s LACED shirt designed by Legend Joe King, and Forest Skateboards DOC GREEN JAY Starter Cap Collab, just to name a few.
COALATREE gives back to the industry, producing goods that benefit organic farmers worldwide so the farmers stay out of debt and away from destructive solutions to the land and society. Along with supporting other farmers, the brand has a fully operating ranch that grows produce for BBQ tours held nationwide at industry shops. COALATREE helps the team and their families stay sustainable by acting as their local grower supplying them with organic produce.
The Spring 2012 COALATREE collection will be dropping in premium snow, skate, and street wear apparel stores throughout North America in March 2012. Key retailers onboard include: EVOGear, Swell, Karmaloop, WRV, & FICE to name a few.
Until then stay on the look out for the COALATREE organic taco BBQ’s and skate days happening at your local retailer; and be sure to check out the COALATREE blog (www.COALATREE.com) for all your growing & farming tips.