Growing up in London, Nigerian-Brit Jade Akintola didn’t spend much time in the great outdoors. She was very much a city girl, and that theme continued when she moved to Brooklyn. But during the pandemic, Akintola—who has a background in branding and marketing, and is a founding member of the creative studio—began finding solace in going to the beach or hiking. But when she started shopping for these outings, she began to notice a troubling pattern.
The brand will eventually launch camping, hiking, and gardening gear. Akintola will also be curating a community index, where consumers can find other BIPOC-owned outdoor organizations. “There have been so many outdoor organizations that have been working to create more diversity in the space,” she says. Akintola adds there’s still much more work to be done within the space.
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