Indigenous -- The Pioneers of Eco-Capitalism

Over the last few years it seems like every company is jumping on the green product bandwagon. Call it what you will, it's great that marketing efforts are raising consumer awareness about the environment. Brands now need to be eco-conscious in order to compete. With all that said, all businesses can learn a thing or two from the Indigenous model.

Fifteen years ago Indigenous founders Matt Renolds and Scott Leonard creating a clothing company with a goal of not only producing eco-friendly garments, but to improve the lives of all those within the supply chain. Their story is unique, because instead of starting out designing clothing, they started by designing the supply chain. Matt and Scott spent countless hours working with the artisans in Peru and Ecuador, and coordinating efforts with Non-Governmental Organizations (NGO's) that helped educate and finance these artisans.

I spoke with Matt Renolds at the Outdoor Retailer Show in July. It's hard to put into words his enthusiasm and passion for the work he is doing. Matt told me the first two years were trial and error. Indigenous was only producing a simple men's sweater, not the high-quality knits pictured below. Their main focus was working out the kinks in their business model. That included teaching the artisans about the high-quality knitting standards that were to be expected for the international market, sourcing the materials including environmentally friendly dies and quality organic cotton, and convincing the local communities that they were there to improve the lifestyle, not exploit it.

Scotty and Matt helped develop a network of artisan groups which now numbers 300, or around 1500 people. They incubated a sustainable supply chain teaching the artisans capitalism. Democratic costing was used determine a fair & living wage, which means they analyzed what other artisans were getting paid in similar industries around the region (mainly in the large cities) then paid the artisans in the remote villages those wages. They introduced the artisans to groups providing financing and education. The effort is not about bringing the materialistic needs of capitalism, but allowing these remote communities to thrive and continue to produce time-honored knitting that may have otherwise vanished.

Indigenous Wrap Hoodie

Indigenous continues to partner directly with NGO's to provide training, education, finance and equipment to it's artisan's. One Peruvian artisan named Mario Huisa Condori started knitting for Indigenous eight years ago out of a small room in his father's house. Now he has his own house, and a workshop with 20 knitting machines that supports 25 people in his community. He attributes his success to the educational, financial, and most importantly, emotional support Indigenous has given him over the last eight years.

Scotty and Matt continue to show there commitment to the brand and cause. Matt was very helpful in directing me to a number of resources, and offered himself as a resource, for a non-profit group I'm working with. Indigenous is a certified B-Corporation, a new type of corporation which uses the power of business to solve social and environmental problems. Scotty help start the Green Steps Movement in the Outdoor Industry, which helps the industry share best practices in sustainability.

Thanks to Matt, Scotty and the Indigenous team for providing a progressive business model in Eco-Capitalism.

Follow these links to read more about how Indigenous clothes are made and the natural fibers used.

Shop for Indigenous Clothing.

Indigenous Spring 2010 Collection