Principles for starting and growing a business that I have found to be absolutely essential:
I am very aware we are still early in our journey, as Abode Outside is only a handful of years old. However, these principles have been critical in taking us from a single-product website to a nationally recognized clothing brand, now carried by over 40 high-quality dealers across the country.
PASSION: You must have a deep passion and love for the mission, or you will burn out. For me, this is a deep reverence for nature and the connection between human and environmental health. Abode Outside exists to strengthen that bond and create clothing that is cleaner for both people and the planet.
CONNECTIONS: Its damn-near impossible to build something great alone. While it is possible to forge connections from scratch, having a strong network is invaluable. You must have reliable connections that can support you. I am fortunate to have supportive friends and loved ones, and a family with history in the knitwear industry which has given me a foundation to build on.
FILL A GAP: Don’t get into an oversaturated market, like outdoor clothing, unless you have something special to offer. Offer something that doesn’t already exist. Something with unique value. For Abode Outside, the gap we are filling is two-fold: The world needs more outdoor brands, and businesses in general, with a commitment to caring for nature, not only using it for recreation and profit. Secondly, performance knitwear in the outdoor / recreation market is rare and under-used. It offers unique and valuable benefits compared to the bulk of the products currently in outdoors or lifestyle clothing made from cut and sewn fabric.
ANSWER A PROBLEM: Offer a solution to a problem that customers are experiencing. A successful business provides a real solution. Abode Outside is solving several:
- Comfort: The outdoor recreation market is largely dominated by apparel made from cut-and-sewn synthetic fabrics. In contrast, our performance knitwear offers a naturally softer feel and superior flexibility, moving with the body more seamlessly than traditional performance apparel.
- Less Waste: Among other initiatives to reduce our impact on the planet, the knitwear process reduces waste, as garments are knitted to size rather than cut from fabric.
- Balanced Priorities: Now more than ever people want clean, responsibly made products, but they aren’t willing to sacrifice other priorities like style, function and price. Thats why our goal is to offer the perfect blend of style, and function made with premium eco-friendly materials and process at reasonable prices for the average shopper. Supporting responsible businesses is a small choice that can make a big difference, so eco-friendly products should not be a luxury, they should be available to everyone.
RELEVANT KNOWLEDGE AND SKILLS: Getting into an industry without any previous knowledge or experience is going to be a costly learning curve that will set you way back compared to your competition. My education, work and life experience are all directly related to the work I am doing at Abode Outside. I grew up around the knitwear industry. I was educated in mass communications and digital marketing. I studied sustainable fashion through the London College of Fashion. I was certified as a Wilderness First Responder, which taught me valuable knowledge about fabrics and clothing as it relates to wilderness survival. All of this played a role in the evolution of Abode Outside.
SUMMARY: Align your passions, connections and experience to offer something valuable and unique, that fills a gap in the market and provides a solution to a customer’s problem or pain point.
If you are building something of your own, stay committed to what makes your vision unique. The world does not need more of the same. It needs ideas that challenge the status quo, solve real problems, and create lasting impact.