Up Close with Kristin Coia, Founder of Go Gently Nation

Go Gently Nation exudes a casual cool vibe with an ethical ethos at their core. The collections not only speak to a minimalist aesthetic, but wear so well they remain a perennial favorite for so many families, mine included.

Designed in Redondo Beach and produced locally in Los Angeles, they focus on high quality organic cotton and natural fabrics like hemp. They also use water based ink and low impact dye. The neutral palette is unisex, just like of the collection.

I first met the designer and founder, Kristin Coia, last summer at Playtime trade show in NY. She was only my second appointment at the show and I was still learning how to talk about Meer Guide. My first meeting was a disaster, I struggled to vocalize what I was working on and was feeling pretty discouraged when I walked into her booth. She immediately put me at ease and reminded me why I was passionate about sustainability.

What Kristin is building at Go Gently isn’t just an eco-friendly clothing brand for kids and women, it’s a sustainable lifestyle brand. Every decision she makes for her business is intrinsically linked to being mindful of our planet. Last year she added a roster of revolving eco-friendly products in home and play. They can be shopped both online and in the beautiful Manhattan Beach, CA shop.

Since we met, Kristin and I have been having an ongoing conversation about sustainability for Meer’s Brand Guide. We recently caught up to talk more about the direction her company is moving in, how she choses brands for her eco home division and things she loves for herself. Kristin also shares her thoughts on caring more about the world around us and her rituals to find balance in her daily life.

CAN YOU TELL ME A LITTLE ABOUT LIFE BEFORE YOU STARTED GO GENTLY NATION?

Life before Go Gently was in the hospitality industry. I was an event planner for most of my career prior and then spent a few years as a Director of Recruiting for the a hospitality firm. I grew up in a family business however and owning my own business was probably always going to be my destiny. Interestingly every professional experience I have had has served me in running Go Gently.

PRODUCING LOCALLY, HOW DO YOU ENSURE YOUR FACTORY PRACTICES BEST ETHICAL STANDARDS?

We are in talks with our sewing contractors almost daily. Our Production Manager is inside their factories all the time and is able to see what’s going on. Most of the sewing contractors we have worked with for a long time and a good sign is when their sewers have worked for the same factory for a long time. This is important!

WHAT KIND OF FABRICS DO YOU MOST USE AND WHERE DO THEY COME FROM?

All fabrics we buy are either organic or hemp/organic blends and are all GOTS certified. Some of our mills buy the GOTS certified organic yarn and then knit the fabric here in the US and some of our mills make and have fabrics certified overseas on the roll before we receive the fabric.

It is a tricky process as organic fabric offerings are not in abundance. Now that our brand has grown and we can meet larger fabric minimums we are investing in more custom made organic fabrics. Some fabrics are from here in LA, some India and some China.

CAN YOU PLEASE TELL US A LITTLE ABOUT HOW YOUR FABRICS ARE DYED?

We don’t have access to “organic” dye, there is actually no such thing. It is very hard with dye and anyone in the natural dyeing business can tell you this. Here in the US there is no natural dyeing option on the fabric roll (if there is it is so expensive that we would never be able to make childrenswear with it). Our fabric mill where we are getting our jersey & French terry is using a dye process that we pay more for of course, but they are able to use a dye combination that uses 30-40% of a more natural dyes than the conventional process.

Most of our fabrics come on the roll and are dyed in this manner but on occasion we have to garment dye a style and these unfortunately are conventionally dyed.

WHAT DO YOU DO WITH YOUR OVERSTOCK OF MATERIALS AND FABRIC SCRAPS?

We have a 9 year relationship with our cutter who houses all of our past season fabrics for us. Sometimes, we send styles into an extra cut that will be cut from all sort of deadstock fabrics from past seasons. This is an important process for us, we really try to use as much as we can. Our cutter saves all medium and large size remnants from our production and we cut other things from them including our hair bows that are made each season from remnants.

Hair accessories made with fabric scraps — Hair accessories made with fabric remnants

Neckerchief made with fabric scraps — Neckerchief made with fabric remnants

WHAT IS YOUR PACKAGING LIKE FOR SHIPMENTS TO CUSTOMERS?

We steam and ship everything to our web customers in recycled kraft tissue and tied with ribbon made from leftover fabric from our production. We then use a biodegradable shipping bag that can be placed in your compost pile.

WHAT ABOUT PACKAGING TO THE STORES YOU WORK WITH?

This is a problem for the wholesale side of our business. We ship such large orders to our retailers that we have to individually pack the garments or they would arrive damaged and unprofessional to our retailers. The factories also can’t manage the garments after sew unless they are packaged. The garments shipping to retailers are packaged in a new biodegradable bag made from corn and other plants, no more plastic!

BESIDES YOUR OWN BRAND, YOU’VE REALLY EXPANDED THE BUSINESS TO INCLUDE ECO-FRIENDLY HOME BRANDS.

Well my dream was always to create an eco lifestyle brand long before it was fashionable to do so. Unfortunately the apparel business is a hard one and managing your own manufacturing is a whole other element that is consuming. It took us a long time to get the brand where we wanted it and to have an offering that Moms & families would love. The addition of the Eco Home division was a natural and authentic evolution for us as we use each and every item in our own homes and love them all!

WHAT’S YOUR SELECTION PROCESS LIKE AND VISION FOR THE ECO-HOME DIVISION?

My buying and discovering process is simple. Is it natural, sustainable, smart or does it have an eco component at the very least that makes sense to us, do I personally have to have it for myself and will it look beautiful merchandised in our stores!

WHAT ABOUT FOR THE BEAUTIFULLY CURATED ECO-FRIENDLY KIDS TOYS AND GIFTS?

Same process as above, I search for hours a week just looking for things I love and can visualize our customers loving! Parents have no idea how lucky they are these days that the offering for children’s toys is so lovely!

WHAT’S THE ONE THING YOU FEEL IS MOST IMPORTANT TO LIVING A MORE SUSTAINABLE LIFE DAY TO DAY?

You have to care. You have to care about others, care about the condition of the world we live in. Care about our habits as people of society and what we want our children to learn from us. Take accountability for your decisions and ask yourself if the decision is smart, does it extend the life of something or lessen the damage on another. It’s really just about caring.

Go Gently Nation, Women — Go Gently Nation, *Women*

How would you describe your personal style?

My personal style is a little all over these days as a busy mom & business owner. My old self and probably true self is dressed head to toe in vintage clothing (usually a vintage dress) as I have always loved knowing that no one else would be wearing what I was wearing. My style evolves over the years but it is always clean, simple and classic whatever it is. Somedays you will find me in a tee with cutoff jeans and the next in 70’s mumu. Love it all.

What are your favorite clothing/accessory brands to shop for yourself?

Sadly, I don’t have many brands that I shop at. I mostly buy vintage clothing and these days live in my Birkenstocks! I recently ordered a jumpsuit from MATE the label and do really love it!

What are your 3 wardrobe essentials you couldn't live without?

Right now…

When I am feeling fancy I put on one of our Gauze Sundresses.

The one purchase you've never regretted?

I bought a Janessa Leone hat last summer and although pricey it was worth it. Timeless!

Go Gently, Gauze Frock — Go Gently, *Gauze Frock*

Janessa Leone, Drew Hat — Janessa Leone, *Drew Hat*

Birkenstock, Arizona Sandal — Birkenstock, *Arizona Sandal*

MATE the label, Linen Jumpsuit — MATE the label, *Linen Jumpsuit*

WHAT DO YOU DO FOR YOURSELF IN ORDER TO KEEP BALANCED BETWEEN FAMILY, WORK AND SELF?

Well this has been a real hard one for me over the years. I began the year with a commitment to myself & my family and an understanding that I am in no way good for anyone else if I can’t find time to replenish myself first. Having sacrificed so much time for all these years due to running and growing Go Gently, I really lost all ability to find time for myself! I now start out each morning with moments of quiet where I pray and meditate on all the many blessings in my life. This acknowledgment of gratitude really sets the right perspective as I start my day. In the evening before bed, I put my ear buds in and I stretch and breathe before turning in. This ritual has helped me to sleep better and decompress for the day. Together its about 30-40 minutes of day of me time and I so look forward to the beginning and ending of each day because of it. It has helped me be a better Mom, Wife and Leader.

DO YOU WANT TO SHARE ANYTHING ELSE WITH OUR READERS?

We are the real sustainable deal! We are passionate eco people and doing the best within our power to do right by the environment, reduce our efforts, maximize what we have and be good to all along the way!

VISIT GO GENTLY NATION

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