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The Though Kitchen - Dedicated to Stirring the Pot

Our resolution

Posted by leighann | January 3rd, 2012 | Filed under Positive Change, Who We Are


It’s important to note: this back-handed aphorism isn’t one we use cavalierly. In fact, it’s actually an indelible part of our history. Way back before nau was nau, when we were merely a zygote, a Michael Franti t-shirt caught the eye of our founder. In three words, its bold, unapologetic message perfectly captured the idea behind his radically new business model—or more appropriately deemed—his UNbusiness model. His idea: to create a venture that would undo and unravel the damage that traditional businesses have caused the environment and be the first major apparel company built on sustainability.

He borrowed the axiom and distilled it into a single acronym—UTW—which later became the initial name of our fledging company and has since become (and will always be) our modus operandi. So with that said….

It’s no surprise: our resolution is the same resolution we’ve had since we started—to unfuck the world. Some people might think it’s too lofty, a bit audacious, maybe even haughty. But if we stick to miniscule goals and understated intentions then that’s all we’ll ever accomplish. And we’re fairly certain great ideas weren’t built on losing five pounds in a year or drinking one less cup of coffee a day.

Not to demean personal goals, but we tend to believe that people underestimate their own ability to surprise themselves. So they aim low and take it slow hoping that if they make it to the gym three times a week, they’ve reached their yearly potential. But we can do more, so much more.

Just look at some of the Provocateurs we featured last year. Sean Carasso invented a business model to end a war. His nonprofit, Falling Whistles, helps educate the masses and mobilize Peace forces in the Congo—all by selling whistles. Allison Arieff, former editor of Dwell magazine and current blogger for the NY Times is changing the way we think about sustainable design. And Drummond Lawson—part chemist, part wizard—gleans inspiration from natural ecosystems and blends it with science to create cleaning solutions that even mother nature would use.

Of course, they all have one thing in common—they dream big. They don’t just THINK it’s possible to unfuck the world, they KNOW it’s possible. And we do too. We don’t just want to design clothes that work well and feel good and tread lighter on the earth, we want to change the way an industry does business. Yeah, it’s lofty. It’s far-reaching. But we believe it’s possible. And that’s all that matters.

11 Responses to “Our resolution”

  • January 4, 2012 at 9:59 am | Janie says

    Please unsubscribe me from your emails.
    Thank you.

  • January 4, 2012 at 10:34 am | Joe says

    Sounds good.

    Maybe start by discontinuing your down clothing?

  • January 4, 2012 at 11:08 am | Angie says

    My resolution based on this blog, I won’t be buying any Nau clothing even at warehouse prices.


  • January 4, 2012 at 11:26 am | Katrina says

    Love you guys as always- thanks for being in line with my goals as well. And I know I don’t have to tell you this, but anyone who is offended by swearing and honesty despite the humanitarian goals you’ve strive for isn’t really worth it. You’ve got me for good, though. <3

  • January 4, 2012 at 11:32 am | leighann says

    Thanks Janie. We will take you off the list.

  • January 4, 2012 at 11:43 am | leighann says

    Angie, We’re sorry you feel this way, our intention is not to offend, but do our small part to make a difference. And, as you read, we have pretty strong convictions and firm beliefs that everyone is capable of aiming high and making a small difference in improving the way things are done.

  • January 4, 2012 at 3:48 pm | Leighann says

    Joe: You just missed our Down Sale. However, our price reflects the true cost of developing, producing and distributing Down in a responsible way. You can learn more about our true cost here.

  • January 11, 2012 at 4:16 pm | Jennifer says

    I really appreciate this blog and the fact that there ARE companies out there who are trying to make a difference instead of just making a profit. And I take this message to heart as well, because I have fallen much more in the “lose five pounds” camp than the “make a significant improvement in the world” camp. I see every day how much the world needs unf*&^ing, and how our thoughtless consumption will be our downfall. So thank you.

  • January 12, 2012 at 1:15 pm | Leighann says

    Jennifer: thanks for your message and thanks supporting us. —the nau team.

  • January 12, 2012 at 1:21 pm | Leighann says

    Joe: We misread your previous comment. We touched base with Jamie, our Director of Sustainability, and this is what she had to say on our Down products:

    “As a company that is involved in the pursuit of sustainable product we wrestle with many issues that face us in the complex world of making product. Down is a subject that has surfaced several times and each time it does, we discuss the issues and try to see what we can do better. We certainly appreciate the viewpoint of people who are concerned with the ethical issues around raising animals and to those who do not agree with using down to keep warm, we suggest our jackets made with recycled polyester insulation.

    Along with other companies in the Outdoor industry we are actively exploring how to improve the transparency in the down supply chain worldwide. I am co-hosting a panel discussion at our industry’s trade show next week on this very issue. Transparency is the first step to understanding and to the ability of companies, such as our own, to be able to provide product we can stand behind. I hope this clarifies our position on down and helps you to understand the decisions we make.”

  • January 12, 2012 at 1:26 pm | Leighann says

    Katrina: Just wanted to say, thanks for your comment, and thanks for supporting us. We love you, too.

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