"Satori" is a Japanese Buddhist term that means enlightenment, and it is certainly a fitting moniker for San Francisco-based Satori Movement, which is finding novel ways to grow its business.

Founded in 1999 by Craig Nejedly, Satori Movement began as a small operation making skateboard wheels. Today it is the fourth-largest wheel maker in a crowded industry. The company added men's apparel in 2003 and women's (called Divine Movement) in 2006.

The company has been eco friendly long before this year's big green trend. Ninety-five percent of the apparel and accessories in the collection has some kind of eco angle, says Nejedly, with the primary fabric being hemp.

Satori Movement originally sold its soft goods in surf and skate shops. While it earned a following among this core market, it also had to compete on the shelves with industry giants like Quiksilver, Billabong and Volcom.

The company branched out to other specialty retailers, including Urban Outfitters, but has now discovered a burgeoning market in eco lifestyle stores, the majority of which are located on the West Coast and Canada.  "We realized there's considerably less competition in that market," says Nejedly. "Those stores are really eagerly looking for new brands."

Satori Movement even sells to Whole Foods, which is rapidly expanding its apparel and lifestyle product offerings.

By the end of this year, apparel will account for 65 percent of Satori Movement's revenues.

Older customers appreciate the line's logoless basics in dark colors, while the younger action-sports crowd goes for Satori Movements graphic tees and tops. Retail price points range from $10-$80

Satori Movement is also at the forefront of hemp and organic cotton-blended denim, of which there is very little in the market, Nejedly says. The brand's jeans sell for about $70 and are made in China, where 90 percent of the world's fabric hemp is made, says Nejedly.

Though eco friendly has been the company's strategy all along, Nejedly welcomes the current green trend. "The more eco-consciousness there is out there, the better it is for everybody. It may not be as trendy as it is right now, but there will always be a niche."

Article By Christian Chensvold
August - September 2008