ORIGIN STORY: BRAND
Toad and Co. in 2015 to reflect its commitment to the environmental and social responsibility by part- nering with organizations working toward these goals. The brand has funded more than 120 environ- mental protection organizations, helped employ more than 500 adults with disabilities, and contin- ues to help people with disabilities experience the outdoors. All this has enamored the brand to a younger demographic. “Origi- nally, I thought we were building a Gen X brand, but it turns out we’re a Millennial and Gen Z brand,” says Seabury. Ten years ago, he says, Toad and Co.’s average customer age was 48. Now it’s 33, with its fastest growing market segments being 18–24 and 25–34. “I feel very fortunate,” adds Seabury. “The ethos of doing the right thing really resonates with people. We’ve been able to stay relevant. My daughters, who are 26 and 28, wouldn’t have been caught dead in our clothing 10 years ago. Now they love it.” With sales split 50/50 direct vs. retail, the company now employs roughly 70 people, with two retail stores in Maine; partner stores in Golden, Colorado; and a Chicago store opening in partnership with Planet Access in 2026. The brand also recently launched a successful re-sale business called Toad Again, a circular initiative wherein it processes any products consumers return, cleaning, repairing, resell- ing, donating or recycling them so nothing goes to the landfill. The brand plans to roll it out to select retailers as well. At this year’s Grassroots’ Connect show in Kan- sas City, Missouri, Nov. 3–6, Toad and Co. plans to bring a Disability Awareness Players group along to train businesses on disability-aware customer service and employment; it will also host a Search for Adven- ture trip in the region. LOOKING BACK, IT’S EASY FOR SEABURY to reflect on how far the brand has come. “The relationships and
partnerships are the things I cherish most,” he says. “We have an incredible team and incredible relationships with our longtime specialty retail partners. All the nonprofits, vendor partners, and community we’ve built around us is what makes us tick. It’s just so much about these relationships. We’ve been with most of our sup- ply partners for 15–20 years and have worked with some vendors since the beginning. When you have good partners, you can get through anything—especially when you’re shoulder-to-shoulder during tough times.” And Toad and Co. has been through a lot over the past three decades, including original sup- plier Malden Mills burning to the ground, 9-11, the Great Recession, the pandemic, and, now, tariffs. It’s mitigated the latter by staying true to its roots—and suppliers. “The tariffs are a ton of unneces- sary and counterproductive brain damage,” says Seabury. “But we’ve been working on a plan B for years and are navigating it pretty well. We don’t want to abandon our partners.” While it hasn’t abandoned the original “Every Day is an Adven- ture” tagline, they enter their 30th year celebration promoting “Feel Good Clothing.” Heading into the future, Toad and Co. is continuing to combine style and performance, launching a new denim pants line as well as evolved sweater and outerwear collections for Fall ’26, and are investing in the travel category. But the brand’s success goes beyond its products. “We’ve always made ‘feel good clothing’ and are known for our soft, comfortable fabrics,” Seabury says. “But then you peel the onion and get into our organic materials, sustainable supply chain, and social and environmental ethos and that resonates even more with buyers. People feel good about supporting a brand that’s doing the right thing.”
Horny Toad has always been cheeky.
Toad and Co. Celebrates 3o Years The now-iconic brand continues to prove that you can do good while doing good business. By Eugene Buchanan
S ince its founding in a Jessica Nordhaus, Toad and Co. (formerly Horny Toad) hasn’t pulled the wool over anyone’s eyes about the keys to its success. Now celebrating its 30th anniversary after officially launching as a brand at Outdoor Retailer in January of 1996, the company hangs its own hat on protectinghe environment, and fostering social responsibility and strong, meaningful relation- ships with its partners. “When I got into the business I was inspired by companies like Ben and Jerry’s, Patagonia and other so- cially responsible businesses,” says president Gordon Seabury. “We’ve had a deep social and environmen- tal ethos from the beginning. It’s kept us honest and has allowed us to make good decisions.” Splitting operations between Telluride and Chicago after Seabury bought it in 1995, the company quickly expanded its line to include vests, jackets, and casual apparel. It also beefed up its philanthropic efforts, part- nering with Search to co-found Planet Access Company (PAC), providing career opportunities for adults with developmental disabil- ities. In 2000 in a social venture Telluride, Colorado, garage in 1991 by fleece hatmaker
partnership, it launched Search for Adventure, providing grants to get people with developmental disabilities into the outdoors. Things grew quickly from there, with the company moving to Santa Barbara, California, in 2002, while keeping fulfillment at Planet Access in Chicago. It also began partner- ing with the Conservation Alliance, Outdoor Industry Association, and Partners for Change, letting customers donate to charities. It’s since joined 1% for the Planet and has earned B-Corp. certification. In 2008 it acquired sustainable outdoor fashion brand Nau, and in 2010 it was named one of Outside ’s best places to work for the first of a record 15 consecutive times. ALL ALONG, TOAD AND CO. HAS CON- tinued to practice what it preaches, cleaning up public lands, support- ing disability awareness group trainings, purchasing Renewable Energy Certificates for its business locations, and more. Using 100% organic cotton and sustainably based fibers, it’s continuing to “do the right thing” for both people and the environment. “All these efforts are a big source of pride for us,” says Seabury. “It’s what keeps us going.” Under the tagline “Keep Good Company,” it changed its name to
GRASSROOTS STORIES 9
Made with FlippingBook - Share PDF online