The June 2007 issue of Fast Company features a story on Nau - a new outdoor clothing company built on a bold sustainability mantra.
I've seen about a half dozen articles on this company in the last 30 days. They're doing a great job of building buzz and I've been intrigued enough that I am planning a trip to their Chicago store (currently one of four stores nationwide) later this summer.
Nau's design philosophy incorporates three key elements: performance, sustainability, and beauty. Isn't that something we can all agree on?
The thing I love best about Nau's approach to business (and stay tuned for a review of their clothing and retail experience) is their unapologetic view of standing for something as opposed to trying to be all things to all customers (i.e., the boring and ineffective technique used by so many organizations). Nau CEO Chris Van Dyke (son of actor Dick Van Dyke) explains:
"One of our greatest goals is that a significant number of people really hate us. That's just perfect. You try to please everybody and you end up being nothing. The sign of a really powerful brand is one that is loved and embraced and equally hated. The deeper you pound your stake into the sand about your values, the more of both the love and the hate you're going to generate. That's what makes it exciting."
Nau is so now...
P.S. In case you were wondering, Nau is Maori for "Welcome! Come in" - very fitting and fun - like all good brand names should be.
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