We recently connected with Caroline Priebe and have shared our conversation below.

Hi Caroline, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

As a sustainability consultant, I was designing hypothetical business models using the biocycle to educate clients about circular design – I had essentially designed the business model I’m using now and decided to be the change I wanted to see. In the spring of 2022, I wrote a lot of emails to see if I could find people who cared about the same things I did like building regional regenerative supply chains and beautiful clothing designed for longevity. I was introduced to Jeanne Carver, an ambitious and visionary rancher and I built a new domestic supply chain utilizing her Shaniko regenerative wool fiber. I started with fleece outerwear because I live in an old home that gets quite cold in the Wisconsin winters and I wanted something cozy and warm to wear in the house but that also could be worn to walk the dogs, walk my kid to and from school, go to the gym, get coffee, etc. I own a few synthetic fleece jackets but was jealous of my toddler’s that was made out of wool. I just knew I wasn’t the only person that would prefer not to wrap themselves in plastic. Wool is truly the superior performance textile without the need for petrochemicals.

Caroline, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I was mentored by ESPRIT Ecollection designer Lynda Grose, and was an early adapter to sustainable design beginning in 1999. I began her career strategically working for sustainable fashion pioneers including Zero + Maria Cornejo, Rogan, Loomstate, Alabama Chanin, Freemans Sporting Club, and my own brand, ULURU. Essentially we shared a common yet niche language that we recognized in each other and that opened some doors. This gave me the unique opportunity to design garments for longevity, practice zero waste pattern making, upcycle materials, natural dye, source organic textiles, create domestic supply chains, support artisans and forge long-term, collaborative relationships with a global network of suppliers. I later founded The Center for The Advancement of Garment Making and as a consultant/advisor, I designed timeless apparel, ethical supply chains and bespoke business strategy for industry influencers ­– brands like Permanent Collection, Display Copy, Target, Fila and more.
As adjunct faculty at Parson School of Design, I taught Zero Waste Pattern Making and Fashion Positive (in collaboration with Cradle to Cradle’s Fashion Positive). My signature curricula were designed to give students hands-on experience testing and implementing circular design methods and circular business models.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

There are a few books that I describe at books that have disrupted my life and my thinking.

It started with EF Schumacher’s “Small is Beautiful: Economics As If People Mattered” – The title says it all but it was my first and most impactful introduction to thinking about how we design economic systems and businesses to benefit all including the planet.

The Craftsman by Dr. Richard Sennett – The quote that sums up this book is, “Capitalism discriminates against the craftsperson and rewards mediocrity”. Which is depressing at face but also expanded my view of what craft is and helped me see pockets of thriving craft in our uber capitalistic economic ecosystem.

Less is More by Jason Hickel – This book introduced me to Degrowth economic theory and what we need to do to turn things around equitably and survive and even thrive as a species on planet earth.

Post Growth by Tim Jackson – This book is so beautiful and surprisingly spiritual. I appreciated that he references women’s work heavily. It introduced me to the work of Lynn Margulis and her theory of endosymbiosis which essentially debunks the theory that evolution is achieved through competition and rather it was cooperation and collaboration among bacteria.

The Business of Less by Roland Geyer – We twist ourselves in knots trying to make less resource intensive products when the growth of public businesses outpaces and negates and any of the efficiencies achieved. We simply need to make less and use less which coincidentally could increase our happiness and wellbeing.

And then there are the courageous and persistent women that are doing the work of building small, impactful, beautiful, pioneering businesses and movements that have truly inspired me.
Maria Cornejo – Founder/Designer Zero + Maria Cornejo. Check out her recent NY Times profile on her life and business. She just won the CFDA Lifetime Achievement Award.
Natalie Chanin – Founder/Designer Alabama Chanin and Project Threadways. After 21 years she had decided to transition her business into a pioneering non-profit.
Rebecca Burgess – Founder of Fibershed building a global movement to build regional regenerative fiber supply chains.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

I bind the same high standards I hold for the beauty of garments to the ethics of their production. In doing so designing supply chains is part of my design process. I went to a design school that focussed on pattern making and construction. We had to pattern and sew all our projects. Learning and knowing a lot about patternmaking and construction is key – I learned because I was interested. As is building strong, respectful, mutually beneficial relationships with your suppliers and factories. Know what machines you need and they have. I worked for Maria Cornejo who does all her development in house which was really influential. I prefer to work that way unless I have a close relationship with a factory that specializes in something I don’t like tailored menswear or jeans.
My advice would be to do your research, get referrals, be patient and respectful and pay on time.

Contact Info:

• Website: www.driftlessgoods.com
• Instagram: https://www.instagram.com/driftlessgoods/?hl=en
• Linkedin: https://www.linkedin.com/in/carolinepriebe/
• Other: https://www.tiktok.com/@driftlessgoods

Image Credits
Photographer Lois Bielefeld