In our Brand Story Hero series, we shine a regular spotlight on different brands that we think tell their story well. Here we take a look at Krochet Kids Intl, the clothing company.
Brand: Krochet Kids
Industry: Clothing
Product: Headwear, Apparel, Bags and Accessories
Founder: Kohl Crecelius, Stewart Ramsey, and Travis Hartanov
Year founded: 2007
Mission: “Empower people to rise above poverty”
Their Story
It was in freshmen year of high school that Kohl Crecelius learnt how to crochet from his older brother, Park. Shortly thereafter he passed the skill onto his friends Travis Hartanov and Stewart Ramsey. Soon the three friends began taking custom orders and sold their crocheted masterpieces in their hometown Spokane, in Washington. It was from there that their chapter called “Krochet Kids” began.
College found Kohl, Stew and Travis in different schools with each of them exploring new opportunities such as surfing and travelling. However, during their summer breaks they volunteered in various developing nations in order to gain a better understanding of the global community.
On one of the summer breaks Stew visited Uganda and returned back with a story about its people. These people were living for over 20 years in government camps due to a war that destroyed the North of the country. The people living in those camps solely relied upon the government and aid organisations for their every need. However, they were looking forward to better times where they would be able to work and provide for their families and themselves.
It was then that the “Krochet Kids” realised that by teaching crocheting to the people of Uganda they could empower a community to rise above poverty. Taking the idea a step ahead, the three friends incorporated some of their close friends that shared the same vision and trekked towards their mission.
A Reality
After countless skype meetings, late nights and raising funds by selling their own crocheted masterpieces the college students began teaching the women of Uganda this worthwhile skill.
Since its start in 2007, its founders have grown and evolved the organisation in numerous ways. The company has employed hundreds of people in Uganda and went on to teach this skill to the people of Peru. Through this Krochet Kids has created a broad array of products that has created a cycle of employment and empowerment.
Their Storytelling Lessons:
Lesson One: People Matter
Krochet Kids Intl does something that is fresh and different when compared to various brands that are out there. Every item that is produced by the California-based non-profit is hand signed by the person that made it. Through this customers are introduced to the stories of the women of Uganda and Peru, hence creating an awareness of their social issues. This also allows shoppers to see how their purchased item directly impacts the community. By doing so, Krochet Kids Int wants to bridge the disconnect between the clothing its customers wear and the lives of the people its creation effects.
Lesson Two: Always be Ethical
Krochet Kids Intl works towards creating some of the world’s most ethically produced products known as “The World’s Greatest Beanie.” In creating this masterpiece instalment of the founders not only focused on its design but also considered the impact it would have on the planet and the people that were involved in making it. Therefore, these beanies were sourced from the best Alpaca yarns that are environmentally friendly and incredibly soft to the touch. Furthermore, with this product the names and stories of each person that was part of its making was acknowledged.
Lesson Three: Video Content Won’t Let You Down
Krochet Kids Intl uses video content for most of their campaigns and to convey the inspiring stories of their workforce. Moreover, the tone of these videos are conversational with either the founders or the employees telling the story.
This a great tactic by Krochet Kids to engage their audience and ignite their emotions. Furthermore, the people’s stories that are displayed in the videos builds trust among their consumers and gives a face to the non-profit organisation as well.
Their Storytelling tools
Krochet Kids Blog
Krochet Kids Intl. increases their customer engagement through their blog posts that revolve around on how to create a new look with their products or appreciating the efforts of their employees on special days such as “Women’s Day.”
The blog enables Krochet Kids to enhance and further their storytelling, along with giving customers the opportunity to create their signature look.
Social Stories
GIVEAWAY TIME! We're pumped to team up with @rareform for a giveaway! .
Rareform repurposes old billboards into one-of-a-kind bags and accessories. 2 lucky winners will receive a Krochet Kids intl. x Rareform bundle prize pack. To enter:
1. Like this pho… https://t.co/pdyHq7K7dD pic.twitter.com/hQjWR2hiEk— Krochet Kids intl. (@krochetkids) March 27, 2019
Krochet Kids Intl. keeps their story going through their various social media platforms which are Facebook, Instagram, Twitter, YouTube and Pinterest. It is a bonus for the non-profit organisation to have such a strong social media presence. Furthermore, their social media posts aren’t just about breath-taking photos in the mountains but also about creating an interaction with the audience through competitions and chances of them winning giveaways.
