Driftless Goods

The majority of clothing is made from some pretty bad stuff. We’re looking at you polyester and nylon. Given the challenges the apparel industry faces — microplastic pollution, growing emissions, a waste crisis — designing to reduce or eliminate those impacts seems pretty important. Driftless Goods is a brand and online store for people who like exceptionally nice things and would prefer to wear clothing that isn’t made from plastic. Their wool fleece is 100% regenerative, which means that once the garment has reached the end of its useful life, every single piece of it can return safely to the soil as nutrients.

I worked closely with founder Caroline Priebe to develop a brand that reflects her vision for her clothing and the environment at large. A natural color palette, eclectic typography, and playful copywriting ensure that Driftless Goods is seen as a fun and stylish alternative to overly technical brands that are geared towards extreme sports.