My hand-wringing has essentially been for naught.
Eshelman took his to start a company one that was quickly adopted bythe fashion setas a seasonal favorite forgift-giving.
Its a story of the little, hippie-dippie start-up that could.
The early beginnings were very bootstrap, Eshelman says.
We didnt have investors.
I took my own cash and used it as start money.
We were operating out of garages, plural.
Parks Project hit the commercial market during a time when President Trump wasrolling back environmental protectionsandauctioning off public land.
It wasnt enough to be a cute, aesthetically pleasing, or on-trend brand.
And that was before March 2020.
The National Parks needed support, and American consumers were happy to oblige.
It was a way of helping, however small, during a time when people felt helpless.
I bought my brother a baseball hat.
Since March 2020, Parks Projects visual template has morphed slightly.
The company recently collaboratedwith the Grateful Dead.
And I think of all the status fleece, likeSandy Liangs, whos been doing that for a bit.
But then some of the stuff also feels very 90s.
Eshelmans long-term goal for his companyexpands beyond apparel and accessories.
Compared to older generations, Gen Z is overwhelmingly worried about climate change.
Before becoming a parent, he hadnt been involved in volunteering at the parks, he says.
His daughter spurred him into action.
Its a topic that is big and tough and existential.
Talking about it requires facing the internal effects of outward, environmental devastation.
It feels like grief.
Already, the company has given more than $2.5 million to thebacklogged projects at National Parks.
A huge chunk of their business isdirect to consumer.
Im trying to figure out ways to bring our customers on the personal journey Ive had, Eshelman says.
For now, it is a journey outfitted in jewel-toned athleisure,dancing bears, and trippy fleece jackets.
Maybe this generations environmental vanguard will dress just like their flower-power forebearers after all.
This article was originally published onDec.
