Before we could make a great jean, we had to create a culture where excellence would be expected.
We did that by surrounding ourselves with it.
The award winning CD system had to be the best fidelity. Each sewing machine was enclosed with a pitch pine workstation. We created a wall of heroes and put the pictures of inspiring inventors, musicians, designers, and entrepreneurs to watch over us while we made our jeans. And yes, we had a coffee machine put in to make
a great cup of the dark stuff made with the finest coffee beans we could buy.
Even the factory itself doesn’t look like a normal factory. It is precise, clean, and orderly.
If you want to be excellent, surround yourself with excellence. Like a good indigo, that stuff rubs off on you.