WHAT IT IS?
‘TenTree’ is a clothing brand that has environment, sustainability, and ethics at the forefront of its business model. They use sustainable materials and manufacturing practices, such as tencel (wood pulp fiber), recycled polyester sourced from plastic bottles, as well as organic cotton and hemp.
For every item they sell, they plant 10 trees. The company has a vision of changing the planet by planting 3 billion trees by 2030. This can’t be done if their consumers don’t feel connected with this vision. So, how do they help to form this connection allowing a new generation to truly feel like both their purchase and themselves have a purpose? The answer to this can be found by looking at the company’s digital practices. TenTree has a distinct feature on their website called ‘Tree Code Registry.’ This is a code you can register for and it allows you to tracks how many trees you have planted. It provides a visual representation of the change you as a consumer have made. It makes this change feel tangible.
WHY IT’S COOL?
We, as Millennials/Gen Z are a generation that likes to participate in change and feel a sense of validation. This ‘Tree Code Registry’ system allows TenTree to provide you with this sense of validation. It enables you to really recognize and visualize that you as an individual do have a purpose and play a role in aiding the environment through purchasing clothes with a purpose.
WHY IT HAS FUTURE GROWTH POTENTIAL?
TenTree creates a personal connection between their consumers, the brand, and the environment. That triangle, super-Cool to Millennials, leaves room for future growth. The TenTree brand has already started collaborating with other companies such as PoshMark, to disseminate their similar visions. More collaborations will guarantee more Coolness with future growth potential.
About TenTree and hospitality: ‘TenTree’ could collaborate with eco-lodges or eco-based hotels around the world, setting up tree planting initiatives. Directly working with hotels and providing them with ‘TenTree’ branded towels is another option. This collaboration would give an image boost to the participating hotels.