Fast Company’s annual report on the most innovative companies is an essential source for recognizing the organizations that are transforming industries and shaping society.
Amongst the most innovative fashion and style companies of the year, Lululemon, Hermès, Gucci and Telfar. Goodee was listed as the fifth company. It received the accolade for eradicating Eurocentric design as well as elevating the voices and work of marginalized artisans and designers.
Founded in 2019 by entrepreneur twins Byron and Dexter Peart, Goodee is an online marketplace offering essential homewares and lifestyle products that are sustainable and ethically made from around the world. With the intent of elevating the great design of cultures and communities that tend to be side-lined in Western countries, Goodee’s products are carefully selected, assessing every aspect of production – from materials and labor practices to environmental impact.
“With this new venture, they [Goodee] are focused on curating products that achieve an important social good. Each product features a logo that highlights a particular mission, such as poverty reduction, gender advocacy, nature conservancy, and carbon reduction,” reports Fast Company.
UPPL is proud to have accompanied Goodee in the development and execution of the brand’s vision.
We applied creative and structural thinking, delivered an overall content strategy roadmap, as well as delivered the brand’s tone and style guidelines. UPPL shaped the communications of the brand in an authentic way, producing quarterly editorial assets, hiring a number of quality contributors and growing community and consumers holistically.
Among the initiatives, we worked on were Goodee’s participation at the UN’s Annual Environmental Assembly in Kenya with the UN Ethical Fashion Initiative, a pop-up at Montreal’s avant-garde PHI Center, a cross-marketing campaign for a best-selling product with KOTN, as well as storytelling elements around Goodee’s pop-up at the Whitney Museum in New York City.