SpiritHoods: Cultivate your Wild

When it comes to festival gear, eccentric clothing that one would probably only wear to a costume/themed party, event or festival, there are a multitude of clothing companies to choose from. SpiritHoods however has successfully niche'd themselves into the hipster and festival arena of fashion by creating beautiful, warm, comfortable and animal friendly faux fur hoods, jackets, throws and blankets. 

Started in 2010 by four young, LA based, entrepreneurs, Alex Mendeluk, Marley Marotta, Ashley Haber and Chase Hamilton, the hand-made hoods took off like wildfire, leaving them with their second year of sales at $4.5 million,  and only dropping to a steady $3 million the following years. From an article conveying their SharkTank pitch , their sales have only increased from the $9.5 million they had made by the time the were on SharkTank in 2013. This is partly due to the fact that they didn't accept  the Sharks offer of investment and share in their company and instead walking away with their tribe and dignity without selling out. Since then they have expanded from just animal hoods to exquisite jackets and throws and pillows for your home.

Their strategies for success stem from guerrilla marketing techniques, having and maintaining a strong brand personality which has lead not only the festival, and animal lovers to their company but also celebrities like Snoop Dogg, Ariana Grande, Jared Leto. The amount of  airtime their products have received naturally whether it be from celebrities or fans posting Youtube videos of them opening their packages, is a sure sign that they're sneezer population loves them, and wont be stopping their sharing of the product anytime soon.

What sets this line of faux fur apparel apart from other festival brands, is that they incorporated animal conservancy into their company since the very beginning. The wild-animal in us all is the basis of inspiration, and as they see it, always inhabits each and every one of us, ready to express itself. They're line is about incorporating and embracing our wildest parts through self expression and becoming an animal, while also knowing broadening the awareness that our worldy animals of Earth are in need of our support and protection. They do this by donating 10% of every purchase to a variety of endangered species projects, while maintaining partnerships with 5 of the top animal non-profit organizations.

The only controversial conversation I've come across about SpiritHoods has been around the subject of cultural appropriation, and this is understandable considering that many of the colors and appeal of the hoods stem from traditional native patterns. SpiritHoods is not the first company that has been criticized for cultural appropriation, especially in the festival fashion world. It's an interesting overlapping of realities really, because there are multiple kinds of festival cultures- or at least types of people who attend festivals, and some are more aware of what they stand for in these celebrations more than others. By stand for, I mean represent in their respects and understanding of the incorporation of cultures in their self expression.

When it comes to SpiritHoods however, it is very clear that they are here to celebrate and express the inner animals within us all, and to ignite the spirit that energizes this. For all we know one of these talented entrepreneurs could be strongly tied to the native roots, and or tribal ways whether it be blood or not. I don't see their use of color and patterns to enhance the animal spirit of their product as an insult to any culture or being. 

What they are doing for endangered animals defends them against any accusations around appropriation. The power  they have been able to build into their brand around cultivating our inner animal and reflecting that out to the world does not stem from ill-intention or lack of sensitivity but rather from an uplifting spirit of community. 

In my opinion SpiritHoods can be looked at as an inspirational startup company for any entrepreneurial group whether they are focusing on clothing, accessories or another other product or service. They're personality, online presence and in-person-involvement with their customers is phenomenal and is a critical part of successfully running a business. It is clear that those involved with SpiritHoods are not only doing what they love, but are having fun in their innovations, their community and ability to effect a larger piece of the world than just themselves.