Founder Friday Series: Building Brands from the Ground Up
Two Founders, Two Stories Worth Knowing
The outdoor industry runs on passion, and no one embodies that more than the founders building brands from the ground up. This week, we sat down with two of them: Shawn Cox of Tailgate Hats and Rose Schneider of Grasshopper’s Mermaid. Here’s what drives them, what they’re building, and why they’re headed to Outdoor Retailer.
Shawn Cox, Tailgate Hats
When Shawn Cox looked at the outdoor hats market, he saw a lot of mass-produced, uninspired, and generic designs. As someone who loves adventuring he thought that was a missed opportunity. His solution was Tailgate Hats, a brand that uses high-quality graphics and thoughtful messaging to create headwear with a truer connection to the outdoor world. He also decided to treat hats as a hero piece, not just an accessory, by going all in on materials and fit. “At its core, Tailgate Hats is about capturing the spirit of being outside, and turning it into something you can wear every day,” Cox says.
This respect for the outdoor world is also why Cox is looking forward to Outdoor Retailer. He’s excited to connect with retailers, get real feedback, and be around other founders who have a similar brand ethos. “That’s the kind of environment that can push the brand forward,” he says. Continued growth will always be important for Cox, but not without a simultaneous commitment to authenticity. “The ultimate goal is to stay product-driven and build a brand people trust when they think about the outdoors,” he says.
Rose Schneider, Grasshopper’s Mermaid
Both the name and the aesthetic immediately stand out when you visit Grasshopper’s Mermaid’s website. The name comes from taking a leap of faith and exploring the mystery of what it means to start a small brand. The aesthetic is internationally softer and hand-drawn in an effort to stand out from the other more generic designs that have flooded the outdoor market. The company’s hero products are their stickers, all of which are designed to mark important moments, places, hobbies, and passions.
Schneider says she started the company with two designs but there are now thousands. “It’s been a truly special journey,” she says. Because the company is small, Schneider says Grasshopper’s Mermaid is also especially nimble and can easily spin up new designs to meet client needs. “The word ‘No’ is not in our vocabulary,” she jokes. The plan going forward is to continue promoting designs from a wide variety of artists and to expand partnerships with more National and State parks as well as a variety of zoos and aquariums. These collaborations are the goal because “we are proud to share our art and love of adventure with like-minded locations,” Schneider says.
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.