Early Majority makes technical outerwear for all eventualities and all genders. Designed as a versatile, modular system to reduce waste and foster circularity. They’re leaning away from the Boy’s Club to deliver exceptional product via a disruptive membership model.
They discovered the lie of “leaning in,” which had come at the expense of their well-being and purpose. They had forfeited control over their own time and lost touch with each other and nature.
But not anymore. Early Majority gathers people who want to lean out— and make time in their lives for adventure, art, and activism. Departing from the dominant industry model, they are building a business based on growing supportive community over producing unnecessary product.
The brains behind the brand is Joy Howard has been recognized by Forbes and Fast Company as one of the most influential and creative global business leaders and was profiled by Bloomberg for her unconventional journey to the C-suite. She reignited Patagonia after decades of dormancy, sparking a media frenzy around the brand by launching Worn Wear and the New Localism (their campaign to defend public lands).
Before Patagonia, Joy led marketing for Converse All-Star, the world’s largest and most iconic footwear franchise. She launched the Chuck ‘70 and iconic collaborations with Andy Warhol Foundation and Maison Margiela, which she ensured were made in small sizes for women. Since leaving Patagonia, she has worked in the venture-backed world of technology, preparing Sonos for IPO and taking Lyft public. At Sonos, she launched their partnerships with IKEA and Hay. In 2020, she was named one of the world’s most influential CMOs by Forbes for work as a digital rights activist.
In January of 2021, Joy founded Early Majority with her long-time partner from Patagonia and Sonos, Dmitri Siegel. They’re backed by investors such as legendary Sequoia boss Jim Goetz and London-based Mosaic Ventures, early investors in blockchain applications and the enabling infrastructure for European SMEs.
Their members club model means the members are granted exclusive access and pricing, as well as practical tools for leaning out. They hold an active role in shaping future product development, ensuring we take care of the planet and make what our community wants and nothing more.
They’ve created a 9-piece technical system that can be layered, allowing for fluid movement between active, professional, and social pursuits.
Their merchmap is the anti-merchmap. It shows their community how to construct their own modular kits—from bike to boardroom, backcountry to bar.
Their design philosophy seeks to transcend gender, letting you tailor the fit and tweak your silhouette. The degendered double zips found in our hero shell jacket can be pulled to remove the central panel and re-zipped to make a tighter waist. Side zippers can open to create a looser fit on the hips and detachable hoods come in multiple sizes to accommodate different head sizes.
Sometimes you want to be easy to spot, other times more elusive. Designing for this reality is another part of the brand’s all eventualities ethos.
This platform for self-expression and allyship gives their partners a blank canvas to hack our gear, creating visibility and becoming part of the community.
Artists with whom the brand collaborate choose a mutual aid organisation to benefit from the sale of their badge. Some badges directly represent and benefit the organisations themselves, others will support movements and commemorate moments.
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