Sustainable Kids is a children’s clothing brand that embraces growing generations of globally-minded, eco-savvy kids (and their families). Spearheaded by Maia Andersen, this smart organization has been running a successful crowdfunding campaign on RocketHub to raise funds for the resources to make the Spring 2012 season into a success.

I spoke with Maia about her inspiration, experience, and plans for expanding the business.

Our inspiration to launch Sustainable Kids was tri-fold – first we felt very strongly about manufacturing in USA and creating a brand that kids could say “hey this was made here, not in China!” (or Bangladesh or Taiwan). Secondly, we are passionate about practicing sustainable apparel design, and the importance of responsible business choices. Choosing non-toxic raw materials, packaging and dyes have profound effects on society and our ecosystem. We didn’t want to make clothing that asks future generations to bear the brunt of short cuts in the name of making cheap product. We don’t want to compete with other brands on that level!

Lastly, (but truthfully the most gratifying element) of our brand story is EMPOWERMENT. Our goal is to empower kids to feel they can make a positive difference in their world. As a parent I see how powerful and inspired kids feel when they can see that their actions achieve change in their local community and world. One of my favorite quotes from Margaret Thatcher says (roughly) - “Never doubt the ability of a small group of concerned citizens’ ability to affect change, when in fact, they are the only ones that ever do.” I try to live by this quote! If businesses can lead by example, we represent a wonderful role model for our future designers, scientists, doctors, entrepreneurs, and artists.

Having a chance to speak about our brand in a direct way has really increased our supporters’ appreciation of what we are doing and WHY we are doing it. I tend to assume (not always correctly) that if people know me, they know the “whys” of my business. We’ve had a lot of validation from parents about the importance of children’s brands that “walk-the-walk” and support some of the key global issues their children are learning in school.

How have you translated this added clarity and messaging into crowdfunding success? What advice can you give to others that are trying to do the same?

Plan how you are going to reach out to supporters as thoroughly as you plan your video and project. Develop a concise, clear pitch that tells your potentials exactly how the process works, and don’t assume they will read all the way through the (RocketHub) site for the details. Understand that the crowdfunding concept is still a very new term to most people, and they will benefit from a brief 1-2-3 of “how it goes” right when you present them with your project.  

Try to reach out to like-minded communities and groups of people for additional support. Allow ample time ahead of your launch for possible supporter collaboration and co-projects to help fund your project.

Great work Maia. We're honored to play a small role in helping you change the world. Take a look and join in, here.

-Vlad