Q&A: GreenRep.org Founder Danny Clayton
mike lewis
- January 07 2009
- 772 views
- 15 comments
Based in Johnson, Vermont, GreenRep.org was launched in September 2008 by Danny Clayton, a veteran sales representative with more than 20 years experience in the industry. The company, which donates five percent of all profits to green organizations and educational sources, was created with a mission to sell green products and advance green initiatives in the surf, skate, snow and outdoor industries.
Clayton got started with his career as a rep in 1987 when his uncle, veteran O’Neill rep Gary Clayton, got him involved as a sub-rep. More than two decades later, Clayton has developed his own company based solely on his two passions, recycling and the outdoors, and doing what he says he was cut-out for: being on the road.
In his down time, Clayton spends time at the antique store he owns with wife, Christine Ryan.
Tranworld Business caught up with Clayton to ask him a few questions about his new endeavor.
TW: You’ve been involved in the industry at a high level with Oakley and Burton. Can you tell me a bit more about your history in the snowboard industry?
In Oakley management I was eastern regional manager for a year or so and then became sales director of Oakley Canada. I moved with my wife and daughter to Montreal. We liked Montreal and Oakley Canada, but when it came time to renew my contract, I resigned. City living was not really our gig. I left Canada with no job and a rough idea of ramping-up the Antique biz which we had kept going while we were in Canada, and re-entering the repping world. At that time an old buddy of mine, Chris Copley, reached out on behalf of the VP of sales from Burton (Clark Gundlach – another old friend from the O’Neill days) to see if I was interested in a position at Burton to run sales for Anon optics and RED. Long story short, I took the job. It was a great run, but after two years or so of meetings about meetings about meetings, I resigned with the idea of greenrep ready to roll and getting back to windshield time.
TW: Why do you think this business model will be effective?
Because I believe in it with my heart and soul.
TW: With the economy the way it is, a lot of people are scrutinizing their donations and budgets. How can you afford to cut profits by 5 percent?
Thanks to some great years with Oakley and being a cheap bastard by nature, I have low overhead. Giving back to our industry and to the preservation of our natural resources is not only important, but I consider it my duty as a citizen of the planet. Most businesses could do this if they made the choice to do so.
TW: Has your strategy been generating interest from companies and retailers?
Yes, I have had numerous companies contact me about selling their lines. Because the green movement is realatively new to our industry, many of the companies have been small, but full of passion. Among them are Hippy Tree, Fabel Headware, E.N.D. Footwear, Livity and Gramicci (all of which we presently sell) and others such as Arbor Apparel, Kanabeach and Woolagain Socks which we had to pass on for various reasons.
All of these brands share in-common is a real passion for sustainability. Dealers have been intrigued, but many still believe (wrongly) that doing good for the environment means spending a lot more. Costs for organic cotton, hemp and recycled poly’s have come down dramatically as demand has gone up. Greenrep is committed to eco-textiles, however, there is a whole line of thinking, which I definitely subscribe to, that recognizes that being “organic” does not add up to a whole lot if the cotton is grown in Turkey, woven in India, cut and assembled in China and then shipped half way around the world to our market. We are looking at companies that are investing in rescuing wasteland to put it back into agricultural use (Gramicci growing hemp in China) and/or growing, harvesting and manufacturing vertically in a co-operative environment designed to provide safe work places, fair wages and good living conditions to the employees (Livity making Fedoras in South America).
I understand that change takes time and accept that the move to sustainability in textiles and hard goods will be protracted, but it pisses me off to see some of the big brands claiming “green” because they have added a few organic cotton blanks into their 100 screen tee-shirt lines. Companies like Patagonia, Gramicci and Helly Hansen have taken real leadership roles in legit greening of their brands. Most of our industry - surf, skate and snow - has a lot of work to do. I want to plug how stoked I am that we elected a president that actually gives a shit about the environment!
TW: Are you in talks with any other snowboard specific companies to rep their gear?
Not now.
What’s your outlook for sales this season?
Up slightly for my business, flat to down 10 percent industry-wide. Manufacturers have yet to get stung for the 50% off sales dealers had prior to Christmas, and “area” dated invoices come due in about a week. Accounts receivables will be very busy late winter into spring this year.
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January 7th, 2009 at 10:44 am
Hey Danny, do find it hard selling goods to core shops because of the whole image label whoring that goes on in this industry. First Tracks in Jay seems to be the only snowboardshop store that seems buy based on ethical standards rather than trends? They are one of the only dealers that sell arbor in this area and they have been for several years now and kind of pionnered the brand in this territory.
See my post in the forums here about Eco incentives. “bhawk”
http://business.transworld.net/sf-forum/snowboard-industry/eco-initiatives/page-1/
January 9th, 2009 at 10:09 am
Hey:
Thanks a ton for the reply. I just got back from a trade show in Mass that was killer. Dealers were pretty stoked on what we (greenrep) had to offer. I hope orders come in as strong as the feedback for our lines. I feel ya’ with your frustration over our industry, but try to turn frustartion into motivation. A few, like Arbor, Helly Hansen, Patagonia, etc. are REALLY making a difference. People like us are out there and want to facilitate change. Be a voice for making things better and keep spreading the good green word brother.
Danny
January 9th, 2009 at 11:15 am
Danny, props to picking up Fabel Headwear! I don’t think there?s any other beanie company out using the recycled materials that they incorporate. Plus I saw they are using bamboo in some of the new line, crazy. I can?t wait to get one on my head. One of the cooler new companies out in the market.
January 9th, 2009 at 11:33 am
Leave it to the ultra-conservitave, ultra-focused, ultra-green state of Vermont to produce such a forward thinking ambasador or green like Mr. Clayton. I applaud your sense of comitment and global comunity. I hope more people/businesses will follow your lead.
January 13th, 2009 at 6:31 am
Danny,
I believe you have a great business model and vision for success.
Brace
January 13th, 2009 at 1:34 pm
I am stoked too. We got a great response to the line at our big regional show last week. Snow is good in New England and I am hopeful that the dealers will be making some good sales and will have budget to bring in Fabel next season. Thanks for the feedback.
DC
January 13th, 2009 at 1:38 pm
Ultra-conservative - what?!! We voted for Obama by the second largest margin in the USA behind Hawaii. If by conservative you mean no make-up, woolies and wood stoves, then you are right on!! Thanks for the props. I am blown away by the great response and kind words that have been coming my way since I launched this project.
DC
January 13th, 2009 at 1:41 pm
Thanks man. I am really stoked to keep getting replies like yours. Please make sure to ask your local shops for green goods at every opportunity. Demand will encourage change.
DC
January 13th, 2009 at 2:33 pm
Hey Danny,
Thanks for taking the initiative to start this up!! It’s been long overdue. I hope that your organization will help turn the tide with manufacturers to move toward more green manufacturing. Every outside influence certainly helps.
Keep killing it Danny!!
Ali
January 15th, 2009 at 2:06 pm
Thanks for this Ali. I know for certain that the dialogue that is generated through interactions like these is advancing the green movement in our industry. There are simple things we can all do, on a day to day basis, to lessen our footprint, such as: recyling plastic bottles and cans, car pooling and turning lights off when we leave rooms. My brother Steve and I were in a pizza place in Wilmington Mass yesterday and watched six patrons drop their soda bottles in the trash can that was located DIRECTLY next to the recyling bin. We dug them out and put them into the recyling bin, but I was blown away at how that simple act of recycling can still be totally overlooked.
Anyway, this is a bit off topic, but my simple point is that we can all do a lot better to make green changes in our lives.
Peace,
DC
January 16th, 2009 at 3:56 pm
Hi, this is great, i read it and looked around your site, their great. I think it’s really good that your a green organization, and think other people should start doing the same.
your godson
Dakota
January 17th, 2009 at 11:16 am
As a sustainable retailer and eco-friendly clothing company — we find it hard at times to seek out true environmentally and socially responsible collections. We have some of the most innovative brands, however, we are always looking for good products to fill our showroom. Green Rep just made it easier for stores to buy conscious products.
A much needed element in the industry is finally here. Thank you Danny!
god speed,
shaun
January 21st, 2009 at 2:28 pm
Hey Dakota:
Thanks for the e-mail buddy. I appreciate your feedback. It is young guys like you that can make real change happen. Turn your friends on to the companies doing good stuff for the planet.
Love ya’
DC
February 5th, 2009 at 1:09 pm
Thanks for the reply Shaun. Sorry for the delay in my reply. I just got back after eight days on the road at the OR show and SIA. Where is your store? Do you have a web-site? Let me know, I would like to connect with you.
Peace,
Danny
February 12th, 2009 at 9:33 am
Danny,
We are in Chicago. Our website is connect-chicago.com. Looking forward to hearing from you.
My best,
Shaun