Interview With Under the Canopy Founder & President Marci Zaroff

(www.bizchicksrule.com) — Who says "environmentally friendly" and "fashionable" can’t go hand in hand? Not Marci Zaroff, founder and president of green clothing line Under the Canopy. She shares the ins and outs of being an eco-responsible fashionista in the following interview.

Kristen, Biz Chicks Rule: Tell me about Under the Canopy and your products. When was the company founded? How long did it take you to get rolling?

Marci Zaroff, Under the Canopy: I founded lifestyle brand "Under the Canopy" in 1996 with a mission to fuse style and sustainability, while transforming the fashion industry. The goal was to design, manufacture and market apparel and home products that would offer consumers what they love and seek – modern style, quality, fit, color, hand, accessibility and affordability – while giving them a way to make a difference to human health, the environment and future generations. I coined and trademarked the term "ECOfashion®", and pioneered this market, which has taken over a decade to truly manifest. Today, Under the Canopy is the leading lifestyle brand in the rapidly growing "ECOfashion®" industry.

Kristen: What prompted you to start the company?

Marci Zaroff: I had spent over a decade in the natural/organic food and beauty industries and recognized that there was a "missing" link in the wellness equation. One could not support organic food without organic fiber because of their interconnectedness in agriculture. As I learned more about the magnitude and multitude of toxic pesticides and chemicals being used on the conventional cotton industry and the horrific impact that textiles were making on human health and the planet, I realized that this industry needed attention. The consumer who was embracing organic/natural foods was already beginning to ask, "what’s next?", "what else?" The name "Under the Canopy" was derived from the fact that we all live "under the canopy" of the planet’s ecosystem together and that man and nature are a reflection of each other. Over 50% of the life on the planet lives "under the canopy" of the planet’s rainforests and in Native American philosophy, we need to protect the "canopy", or ozone layer, to protect life and future generations. Under the Canopy would address both value and values. In marrying ecology and fashion (ECOfashion®) into one modern and cutting-edge lifestyle brand, we would drive the market from hippie to hip and would shift the question from "why would I buy organic/sustainable fiber fashion?" to "why wouldn’t I?"

Kristen: How was it starting up a new company on your own? Did you have a lot of prior business experience? What kind of help did you receive along the way?

Marci Zaroff: It has not been an easy journey establishing a new company AND a brand new concept (ECOfashion®), but as an entrepreneur, visionary and passionate consumer of an organic/eco-friendly lifestyle, I never doubted that one day, the idea would hit big. In 1989, I received a business degree from UC Berkeley’s Haas Business School and moved to Manhattan, where I started a health and environmental educational center (known today as "The Institute for Integrative Nutrition), the largest holistic health school in the world. The school had an AVEDA spa, a small retail store, an organic café and a national magazine as well. In 1995, soon after giving birth to my first child, I had conceived of the concept of ECOfashion®, and with the financial help of friends and family, I sold the Institute to my partner and launched Under the Canopy. Friends and colleagues, who were pioneers of the natural food and beauty worlds where I had come from, lent their mentoring and/or financial support – people like Jim Sud (Whole Foods Market), Horst Rechelbacher (AVEDA), Mark Retzloff (Horizon Organic Dairy) and Anthony Rodale (The Rodale Institute), among others.

Kristen: At the moment, being green is hot but the economy is NOT. Are you seeing any changes in your business as a result?

Marci Zaroff: We are fortunately seeing a positive surge in our business. Consumers are looking for reasons why NOT to buy, yet when they find products that meet all of their needs AND give them a way to "make a difference" in the world, while being a part of the "green" movement, suddenly they feel they have a reason to buy. We do not take anything away from the consumer; on the contrary, we offer more. In fact, studies have shown that 2/3 of consumers feel that they can have a bigger impact on the environment through their purchasing dollars than through their vote. As a truly AUTHENTIC brand, our products offer both consumers and retailers something new, fresh, timely, responsible, relevant and important.

Kristen: What’s a typical day like for you? How do you balance being a mom and running a national company with international presence?

Marci Zaroff: I wake up early to make breakfast and lunch for my two kids, Jade (age 13) and Mason (age 10). After driving them to school, I head to my office and work a full day. I pick my son up (my daughter gets a ride home) and we do homework or projects, have dinner and spend time catching up from our days. Like many moms, I carpool my kids to their evening activities, which includes theater classes and tennis. I often work for a few more hours once the kids go to sleep, unless there are parent-teacher conferences or special events like "South Florida Green Drinks", a green networking group I co-founded in my local community. As a divorced mom, my kids spend about 1/3 of their time with their dad, who is a wonderful father. During that time, I am on the road traveling, meeting with customers, media, strategic partners, attending events and speaking at conferences. Now that my children are getting older, I have even taken them to a few of the green conferences that I knew they’d enjoy. I always engage them in my experiences and explain what I am doing when I travel so that they can understand what my work and mission are about. My children are my inspiration, and in turn, I want to role model the importance of following your heart and dreams, while "giving back to the world."

Kristen: What do you know now that you wish you’d known when you started? What kind of mistakes did you make and how did you move forward?

Marci Zaroff: I try not to look back as every experience is a stepping stone in the journey. Sometimes what we desire is not always achievable initially, so sometimes we need to make compromises to reach our final goals. In my case, I gave up certain controls earlier than I would have liked. I chose executives and/or partners who I was not as aligned with as I had thought or hoped. Having said that, in hindsight, the advice I would give is to surround yourself with the best people you can find, who share your vision and values, and always do LOTS of due diligence. Do not rush into hires, financings or customer relationships; always keep the long-term in mind; and get good legal representation to help guide you in your strategic and financial decisions. It may be cliché, but "what doesn’t kill you makes you stronger." Persistence, passion and tenacity are keys to success. Failures and challenges are part of growth, and remember, anything sustainable takes time to build.

Kristen: What advice do you have for other women, and especially young moms, who want to do their own thing?

Marci Zaroff: If a woman has a calling and/or desire to pursue her own work, I am a very big believer in going for it. It is not always easy to juggle motherhood and a career, but it is definitely doable. Firstly, surround oneself with as much support as possible – a great nanny, parents/grandparents, siblings and/or friends; Engage your children in what you do as much as possible so that they don’t feel threatened by your work, as it takes you away from them; Make sure you have your priorities straight! Work over children should be the rare exception, NOT the norm (your child’s school play should take precedence over most work-related responsibilities, so manage your time and commitments carefully); And finally, find balance in your life and make time for yourself in situations that are not child OR work-related – it will make you a better mother and more effective in your work. Perhaps going to the gym, a yoga class or spa, or dinner with a girlfriend will help to keep you mentally and physically grounded and nurtured. Be willing, if possible, to let go of the things and/or people in your life who are weighing you down, negative and or high maintenance. CHOOSE to stay positive, to see challenges as opportunities and to be productive with your time and energy. As Kahlil Gibran says "Work is love made visible", so if you love your work, it is not work, it is love. And there is no such thing as too much love in one’s life.

Kristen: What is your favorite article of green fashion (clothing, accessories, whatever!)? Any chance I can get a picture of you in it?

Marci Zaroff: That’s a tough question as I love so many of the Under the Canopy organic fashion items that we have produced through the years! (See photos.)

Kristen: Is there anything you thought I’d ask you and you’re surprised I didn’t? What was it, and how would you have answered?

Marci Zaroff: My ultimate mission? To revolutionize fashion and other lifestyle products, make the alternative the norm, drive progress and innovation with a foundation in collective consciousness, empower and inspire women and the next generation, and to make the world a better place for my children and all living species.

Learn more about Marci and her earth-friendly fashions at Under the Canopy.

Contents © Copyright 2008 Kristen King

(images courtesy of Marci Zaroff)

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