Kathleen Baker joined Boulder, CO-based outerwear supplier Hexa | Custom (asi/60557) as creative director in February 2020, after working as a creative strategist for The North Face and other brands. Developing products that are socially and environmentally responsible is a driving force for both Baker and Sue Timbo, co-founder and CEO of Hexa. In this Q&A, Baker talks about how Hexa’s premium and fully customizable jackets and vests are a sustainable solution for the promotional products industry.

Q: What are some of the sustainable components of Hexa garments?
A: We start from the very beginning using raw materials that are sustainably harvested to create all our products. So, we partner with Toray, which is a huge leading manufacturer for nylon in the industry – companies like Patagonia use them. With our synthetic line, we also offer recycled insulation. All our synthetic products are obviously vegan, and we have a lot of clients that want to stay away from down, which we understand; however, our down is sourced with ALLIED down, which means it’s responsibly sourced. You can trace it back to where they got the down, so that’s a great option for anyone who’s really, really trying to focus on that eco story.

And then we also use YKK zippers. Zippers are the leading cause for jackets to break and no longer be used, so we knew we wanted to use one that was going to perform and last for a lifetime. That’s why we partnered with YKK.

“It’s all about making sure the recipient wants this gift, that it fits them right, and then that all goes back to extending the life cycle and trying to bridge that gap between fast fashion and sustainability.”Kathleen Baker, Hexa | Custom

Q: That’s an interesting point that’s sometimes overlooked by people: Having a quality element adds to sustainability – because if your jacket isn’t broken, you’re probably going to keep wearing it, right?
A: Exactly, yes. So, we wanted to make it as premium as possible, and through this, we knew it was going to be a higher price point, which is unfavorable sometimes in this industry. But we knew it was important, and we’re able to offer a lifetime warranty, which means if anything on the jacket or vest breaks, we’ll replace it no cost; if it’s a zipper and it’s an easy fix, we’ll fix the zipper and send it back.

And that’s something I think makes it a really huge difference from fast fashion. In the promotional products industry, they’re getting these amazing gifts, but we really, really want to encourage people to use them through their full life cycle. That extends into the customization aspect of it, too. The Hexa design lab allows distributors to give over the keys to the client to create these websites for their customers, and they create something that’s so tailored to them that they’re actually going to want to wear it.

The reversible, water-repellent synthetic jacket from Hexa allows one side of the garment to be fully branded and the other neutral – helping to increase the jacket’s wearability and longevity.

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Q: Can you tell us a little about your reversible jacket?
A: The big selling point on our new reversible jacket is that the client can brand it on one side, but the recipient can wear it unbranded by showing the other. So, it’s two for one. You’re getting your branding in, but the end-user is also able to wear it unbranded, even if they, say, leave the company that gave it to them. We’re just trying to push that life cycle even further. Sometimes I’ll go to Goodwill and see all these branded jackets that were from people who decided they don’t need them after leaving a company. That was our solution to those types of things, and we’ve seen it be a huge hit with our distributors and clients.

Q: What’s your production process like?
A: We own our manufacturer in China, so we’re able to have full control to ensure our employees work in a safe and socially and ethically positive environment. That’s something we’re very proud of. We have all our fair labor guidelines and certifications, and something that we really push is transparency. We outline everything we do on our website, and then we offer open discussion. We’re never going to hide things; we want people to ask questions and be more involved and just to encourage that conversation that doesn’t always happen.

We also use an on-demand production model. As soon as we get the order, we have software integrated into our factory. It all goes through that pipeline, and then distributors and their clients are getting the exact amount they need, rather than us just stocking a bunch of black jackets hoping they’ll sell out and not knowing what to do with them if they don’t.

Hexa’s design lab lets distributors set up custom microsites for clients, which allows them to create products tailored to their own tastes.

Q: What makes Hexa’s corporate gifting program sustainable?
A: We can do it virtually and get rid of paper products. We send an e-card, and they’re able to scan in via a link or a QR code that goes to a custom microsite. We’re able to create this branded experience without using any materials. They’re able to choose the product that fits best for them, choose the features they need, not the ones they don’t, and then the colors that really speak best to them. It already comes with a logo, so the branding is checked off, but they’re able to have full control over the rest of the creativity. We offer a huge size run, from 2XS to 5XL in a regular, slim or full fit. So, we’re also able to make sure it’s tailored perfectly to their body, because that’s a huge issue with size inclusivity. It’s all about making sure the recipient wants this gift, that it fits them right, and then that all goes back to extending the life cycle and trying to bridge that gap between fast fashion and sustainability.

Q: What’s been the promo industry’s reaction to your product?
A: The biggest comment we get is that it’s overwhelming. There are so many choices. You get to pick the features. We have huge color palette. It’s 22 colors – the whole rainbow. So, people are typically like, “Whoa, this is a lot.” We had to find ways to present it to the distributor so they could easily pass it along to the client. When they see it at first, they think they can only buy this stock jacket in these colors. But you can move the colors around the panels however you want. You don’t have to have a hood; you don’t have to have a chest pocket. Helping them understand our product has been what we’ve been working on for the past three years now. And then in terms of the price point, it’s also all about education: “Here’s what you’re getting with this jacket: It’s sustainable, it’s going to last you forever, and it’s super premium and performance. You’re not going to get a jacket where you walk out into the rain and then get drenched.” We’re making sure these products are going to really work. We want to make sure they’re going to perform and make a really lasting impression.

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