Goodbye for Nau: Groundbreaking Apparel Brand Closing Up Shop
by Collin Dunn, Corvallis, OR, USA on 05. 2.08
Nau is closing down
TreeHugger is very sad to report that Nau is closing its doors and winding down its business, effective immediately. One of our favorite brands, Nau combined high performance apparel with sleek design and thoughtful, green materials; their collections included everything from rain gear to shorts and organic cotton denim to polo shirts.
You can get your last piece of Nau, both at their five brick 'n mortar stores and online, at 50% off; it looks like the stores will only be open through tomorrow -- Saturday, May 3 -- and Nau is in the process of determining how long the website will remain open. Shop now and you'll be buying a piece of history.
If you're shopping online, Nau asks that you be a little patient -- the site is being hit hard by visitors buying the last of their inventory. Sales made will help pay off some of their supportive business partners, so we encourage our readers to help Nau lower the lifeboats.
Sadly, the reason appears to be largely financial: "Despite having previously raised $35M in financing, Nau was unsuccessful in securing the necessary funds in its series D round. As a result, Nau’s board of directors exercised its fiduciary responsibility and voted to begin winding down the business," according to their press release.
We think Nau should be very proud of what they accomplished in the year they were open for business, as they strove to integrate of environmental, social and economic factors and a unique business model built around sustainable business practices, the innovative use of technology and philanthropic partnerships. Their last press release says, "Nau is particularly proud of the commitment it has made to supporting environmental and social non-profit organizations, donating more than $223,000 through its unique customer-directed giving program, Partners for Change."
We'll be covering this topic more over the coming days. In the mean time, if you ever thought about checking out their gear, now is the time. If you can't make it to a store, check it out at ::Nau
Learn more about Nau's organic clothing
::The Time is Nau
::Product Review: Garments from the Nau Spring Line
::Green Style for the Wild Blue Yonder: Nau Interviewed
::Nau and Again. Part Two of our Interview
We moved to Boulder about six months ago and Nau has been a favorite place to shop. The clothing is wonderfully designed and responsible and the employees were always so cool. I was sad when we went in today and learned that they were shutting down. The employees there seemed pretty bummed as well. Hopefully this is just for nau and some how it will get picked back up.
This is a very sad day. Not just for Nau, but for the progress of the green movement.
Nau was not perfect. They were pricey and their fashions were limited. And yes, there are plenty of businesses left in the world who will peddle alternative fabrics. But they had some GREAT ideas, and some GREAT clothing, and they attempted to run a trendy, modern business with genuine ethics and awareness and philanthropy. They were at the forefront of an attempt to forego proselytization in favor of cultural subversion (which is not nearly as sinister as it sounds). We've lost a valuable tool.
We are too quick to dismiss places like this with reverse-elitism: 'Feh! They're too expensive!' or 'Yeah right, they're only donating 5% of profits as a marketing gimmick!' We seek ways to validate ourselves by tearing down things that we don't partake in; and we only partake in things that are comfortable and familiar. All of the wonderful aspects of Nau (which so many never bothered to experience) become inconvenient facts that we irrationalize into superfluity.
Progressiveness must be rewarded. Risks must be encouraged. Diversity must, at the very least, be tolerated.
We vote with political ballots, money, and *words*.
Too bad. Their site was one of the online clothing shopping stores I've ever seen.
Too bad. Their online clothing store was one of the best shopping sites I've ever seen.
Good god.. they spent $35MM in one year? The BoD should have been exercising their fiduciary responsibility a long time ago. I like their clothes, but that is no way to start a business.
Wow... I am shocked...
I thought they'd make it!
35 millions, geez! Businesses are expensive these days!
I hope that another Nau-like company rises from the ashes! Go Nau!
no way... i cant believe this... maybe they can come back some how.... hopefully when the economy builds up again...
I agree- too bad! Great site- innovative, awesome clothing designs and the best business model I have ever seen.
I agree- too bad! Great site- innovative, awesome clothing designs and the best business model I have ever seen.
They were such a purposeful place to spend clothing dollars. Our family is very sad to see them go.
Had never heard of this site till now - trotted over to have a look, found a couple of lush bargains - then discovered they don't ship to the UK. Gah :(
As a Portlander, I was rooting for Nau. As a designer, I applauded their commitment to detail. As an engaged voice in the sustainability movement — both in business and more importantly, in terms of what it means for our lives — I had hoped that they would be a model by which consumer products would be built. Yet as a brand consultant, I had my concerns about Nau's strategy. In many ways, they were a tweener, of sorts; neither steeped in performance or in fashion. Price point was only one aspect, but not necessarily the biggest hurdle. Nau was a step in the right direction and it was propelled by some insanely talented people. I, too, am saddened by this development as I had truly hoped that they would defy the odds.
Scot and Trev, that funding was spread over three years. The first two years were the set-up. They only opened for trading a little over a year ago. See more of what they achieved in that short time in our obituary here.
Anyone who has purchased clothes from nau before - how do their sizes run? do they run small? thanks.
Anyone who has purchased clothes from nau before - how do their sizes run? do they run small? thanks.
Someone please sell me a Nau Riding Jacket. I will pay. They were going to rerelease it this fall... guess not
Fairly shocking downfall here.
It's worth asking whether Nau represented real or surface level change.
Viewed from space, they look very similar to any other chain brand. In close up there are some differences.
Does debating sustainable consumption take people's eyes off the real ball: that we should not be consuming?
Unfortunately, tags like sustainable, organic, carbon neutral etc. simply become the latest designer brand. They enable comfortable, full volume consuming. Range Rover is now making some carbon neutral claim.
There is enough extra clothing at Goodwill for us all.
But they were trying to run a business.
Hard. But thank goodness someone is trying.
I agree that it this is very disappointing news- the company had great ideals and excellent products. They tried to change the industry; unfortunately, the timing was terrible (with the economy) and they were too highly leveraged. For more on their closure, see Greencottonblog.com
- Peace.
I feel sad when these things happen, but I felt Nau's goodbye message was really positive, uplifting and true - there are still many designers/companies out there striving to bring green clothing into our greener future! Starting a business can be hard, green or not - and some don't make it...but think of all the great ones who are succeeding right now :)