The California Label Getting Us to Care About Our National Parks, One Vintage-Style Tee at a Time

; now, that's transitioned to roughly 50 percent. "You have to be stubborn about Made in USA," says Eshelman. "If you really want it, there's a small customer base. But you have to wait for the masses to get on board with voting with their wallet on what matters. And I think Patagonia's a great example of that, the balance of the two.

There are multiple aspects of Parks Project's business, actually, that aren't done because they're easy, but because they're "the right thing to do," as they say. Eshleman explains that the method of partnering with conservancies directly is incredibly involved and time-intensive, but it allows for the organization to get closer to the parks than they would be able to otherwise.

Parks Project works as an official licensee for the national parks, often working with the National Park Service out of Washington, D.C. or each individual park conservancy. Eshelman, Kazanci and their team have learned to conduct a good amount of due diligence — "we try to make sure that each group is actually out there, and they have ongoing projects," says Eshelman — before linking up officially.more.

And he's right: For me, the parks represent the wonderment I felt back in 1994, seeing Yellowstone projected on the biggest screen imaginable. I'd like to protect those lands in any way I can. Parks Project gets that. "A lot of [our customers] have had great life experiences in parks," says Eshelman. "And if we can create a great product that matches that memory, and that helps them relive that memory when they touch it, feel it, wear it — that's just a huge win for us. When I put on one of our Yosemite shirts, I get nostalgic of the times I've been there. And I think that's really special."Keith Eshelman during a volunteer day.

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