fully stoked press info - faq's
Questions everyone asks!
...(answered by Maria Arnold - founder, fully stoked..)
- How long has fully stoked been in business?
The company was actually established in late 2004, with the first online shop going up in June 2005. For the twelve months or so that followed orders trickled in, but business only really began to take off when we launched a much bigger range in June 2006. We went from around 20 styles to over 100, and we haven't really looked back.
- What is the story behind fully stoked?
I am actually a conservationist who decided to establish the company to raise money for conservation and environmental protection programs. I did my post-graduate research in Africa (chimpanzee conservation) and grew increasingly frustrated/disheartened with funding cycles that saw the birth and death of countless (often very successful) projects - with no long term opportunity to achieve real conservation aims. To cut a long story short - I decided to start a 100% ethical, clean, green company to raise money. Fully Stoked now donates 30% of profits to 3 conservation groups, and to projects dealing with climate change issues worldwide.
- How many people work for fully stoked?
In December 2006 we went from one full timer and 3 casuals to 4 full time staff and around 4 casuals. Every time we put on someone new, business seems to ramp up another notch, so let's hope that the team continues to grow!
- How would you describe your customers?
Because the range is so huge, we seem to attract all age groups, and all kinds of people really. The kind of feedback we get suggests that around 50% of our customers just love the clothes - the quality and comfy fit, and the other 50% are just so thrilled to find a range of ethical clothing that provides most of what they need. In either case it's a win-win. I also find that people really feel good about an easy way to contribute to causes that they care about, while also getting to enjoy something for themselves.
- How would you explain the growth and success of the company?
It seems that fully stoked has gained this support, and is achieving such rapid growth because we provide something that people are looking for right now. Environmentally and socially, the world needs help - and increasing numbers of consumers are looking to make good choices. My experience is that everyone loves the clothing, and the fact that it's sweat shop free. Our customers and supporters are also totally behind the fully stoked aims and objectives - to start giving something back to the environment on which we all depend.
The other major factor has just been the amazing support we've had - from individual customers, to big companies that choose our gear for merchandise, to bands and celebrities like Hugh Jackman. I think the fact that we are sincere in what we're trying to do really comes through - we're not just another business trying to make as much money as we can, as fast as we can - with no consideration for anyone or anything.
- What are your long term goals and vision for the company?
Ha - big goals - bigger vision...
For me - I am just passionate about what I do - I am a conservationist at heart and I'm trying to save the world (sounds corny, but it's true). I am on a mission, and I know I can't do it alone!! I'm well aware that until the company becomes phenomenally successful, the amount we will be able to contribute will be a drop in the bucket of what's needed. Because of this I'm pretty driven to see fully stoked become HUGE. A friend of mine said to me once that I should face facts - that I wasn't going to be able to save the chimps, the whales, the forests.... My response was pretty simple - "well, I'll die trying...."
