How This All Started

Maybe not the most interesting story, but a story, nonetheless. And hopefully, even just mildly inspiring.

Hey! I’m Erik and I live in Bend, Oregon. And if you know Bend, you probably already know the punchline: I call this place home because I love the outdoors.

For nearly 20 years, my career (or side hustles) revolved around the outdoors, creative branding, and passion-led work. I spent the last 13 of those years in the ski industry, building a brand that was raw and independent to the core - a beautiful, deeply genuine place that shaped my passions and who I am today. Then life shifted (as it always does). My wife and I welcomed our first daughter into the world, and I chose to take a break from the industry I loved to soak up dad life...but that creative passion never disappeared.

Nature Is Dope. wasn’t originally supposed to be a “real” apparel company. Weird, right? It started as a creative outlet. A side project. A way to make some rad threads while figuring out (and loving) early parenthood and keeping my creative spark alive.


But what began as a personal creative outlet quickly turned into something much bigger: What if this wasn’t just about me? What if I brought in likeminded and talented artists and creatives I’ve met and built relationships with throughout my life and career – people who love the outdoors as much as I do – and build something together?

That idea became a major foundation of Nature Is Dope.: A collective of friends passionate for the outdoors - not faceless freelancers - putting rad work out into the world together.

From there, an artist profit-sharing model was born so when the brand grows, everyone grows. Credit is shared. Success is shared. And ownership of art stays with the artists. I realized I wanted to build a community, not just a brand.

And oh how it continued to snowball from there!


The deeper I went into the planning, the more my eyes were opened to the fashion industry’s environmental impact – and honestly? It’s pretty messed up (knowing about "fast fashion" is one thing, but hard stats are a whole other world). And once you know, it’s hard to unsee it. I realized that if I was going to make anything at all, especially centered around the outdoors, it had to be intentional, thoughtful, responsible and worth existing. 

I made the decision that our garments would only and always be made from either fully recycled materials or GOTS-certified 100% organic cotton. No, not just 100% cotton. Organic. And here's why if you're interested. We ship using 100% recycled packaging, and print with water-based, OEKO-TEX®–certified inks. And through our partnership with One Tree Planted, a tree is planted with every purchase to give back to the places that inspire our lifestyles and this brand.

Bottom line is that I realized sustainability shouldn’t be a marketing angle but a responsibility – especially when the outdoors isn’t just something I (or my artist counterparts) enjoy, but something that has shaped my career, relationships, and my life. I know there’s always room to improve, and that’s part of the journey. To focus on progress, not perfection, and to keep pushing forward.   

At its core, Nature Is Dope. is not just a brand someone buys from – it’s a community that person ultimately supports. A growing collective of outdoor-loving creatives who believe their work should mean something, do something, and give something back. Art with purpose. Apparel with intention. Creativity that actually leaves the world better than it found it.

So when you wear Nature Is Dope., know this:
1. You’re supporting real artists.
2. You’re choosing better materials.
3. You’re investing back in the places that fuel adventure, creativity, and connection.

You’re also helping prove that brands don’t have to be extractive to be successful – they can be collaborative, transparent, and human. I know we’re not the only ones doing this, but we’re happy to be part of the growing club. 

Thank you for being a real part of this journey with me, my wife, my daughter, the growing collective of passionate artists that make this brand, and everyone else who continues to support us. 

Much love,
Erik

P.S. “But where’d the name come from??” Oh yeah, right. Nature Is Dope. started as an inside joke between my wife and me on a hike — something we continued to say with equal parts awe and laughter while experiencing the most amazing adventures that made us feel very small (in the absolute best way). The more we said it, the more it stuck. Because honestly? It’s true. Nature is wild. Weird. Powerful. Beautiful. And endlessly inspiring. Something I think a lot of us can get behind.

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