Denim reclaimed by Coffey's passion to be eco friendly - Los Angeles Loyolan

This past week, I had the chance to talk business with the founder of Divert Denim Co. — a company that makes backpacks from recycled denim — senior entrepreneurship major Jay Coffey. Here’s what he had to say about starting his own business: 

 

Paris Shepherd (PS): How do you think your business has been shaped/influenced by your personality and interests?

 

Jay Coffey (JC): I think my business and the products I create are almost an extension of myself — my thoughts, values, beliefs. I think that’s one of the most amazing things about entrepreneurship. Instead of working for a big company and having to kind of shape yourself to fit its corporate culture, it’s the exact opposite when starting your own business. I’m shaping my business to coincide with my personality and interests, as well as creating a platform for my self-expression.

 

PS: What was your motivation for starting Divert Denim Co.?

 

JC: I care a lot about preserving nature and the environment around us, so generations to come can enjoy it just as much as we have. There is a rising trend in sustainability and being environmentally-conscious, but I don’t think we are doing enough as a society addressing the implications of Earth’s climate change.

Our world has turned into a ‘throw-away society.’ Two billion pairs of jeans are produced every year, and it takes 7,000 liters of water to make each pair. Americans throw away over 26 billion pounds of clothes annually. Of this waste, 95 percent is recyclable, but only 15 percent is actually recycled. Divert Denim Co. wants to ‘divert’ this waste from landfills and up-cycle it.

 

PS: How did it get started and for what reasons?

 

JC: I started my own streetwear label back in high school five years ago called Jaded Course, where I learned a lot about clothing, production, supply chains, marketing and sales. In 2016, I started working as a graphic and apparel designer for a legendary streetwear company called True Clothing on Haight Street in San Francisco. I was in a couple entrepreneurship courses last year called ‘New Venture Creation’ and ‘Social Entrepreneurship,’ which was where I was able to transition the idea into an actual business.

From my past experience, I learned more about ‘fast fashion’ and how wasteful the industry is on both sides — manufacturers and consumers are both culprits. Manufacturers waste ridiculous amounts of textiles throughout the production process, and consumers trash ridiculous amounts of clothing. I figured something has to be done about this. I chose to focus on recycling denim because of how durable and long lasting the fabric is compared to other articles of clothing, but I eventually want  to up-cycle all types of clothes. I started collecting jeans from friends and found a seamstress in Venice who was able to turn the jeans into backpacks. The first prototypes came out amazing, and I was lucky enough to receive funding from the Fred Kiesner Center for Entrepreneurship to get my business off the ground and start my first round of production.

 

PS: Do you have any advice for students who are planning or in the process of starting their own business?

 

JC: It was a timely process that takes a lot of persistence and patience. Some advice I could offer to anybody else starting their own business is you can’t let hearing the word ‘no’ get you down because it’s all a numbers game at the end of the day. Ninety-nine people might say ‘no’ but it’s that one ‘yes’ that makes everything worth it. You also have to believe in yourself and your vision. I know it sounds cliche, but you have to have that little bit of naivety to believe you can achieve anything you put your heart to. 

PS: When did it officially become a legitimate business?

JC: I would say last spring when the business received funding.

PS: Why did you choose bags as your main focus?

JC: I chose to make bags because of their wide range of use and appeal. It's a product that isn't tailored to one age group or gender; it's very practical and can last years. The bags are made of 100 percent recycled denim and are lined with a repurposed, waterproof interlining. Denim has been a staple in American fashion since the Gold Rush, and 96 out of 100 Americans own a pair of jeans today. People like denim. The bags have waterproof interlining for added strength and durability and also to keep technology like laptops, phones and cameras dry.

PS: Do you have a website or online store?

JC: Yes, divertdenim.com.

PS: So far, has your business been successful?

JC: After launching at the beginning of the year, Divert Denim Co. has been very successful. I'm overwhelmed at the amount of support it has received, and it motivates me to work harder every day.

PS: Do you employ people? How do you produce your product? Has it changed from how they were produced in the beginning stages?

JC: Since Divert Denim Co. is not producing in-house, we hire sewing contractors to carry out the production process. We also have to hire sub-contractors to produce our custom zippers and labels. We've diverted over 300 pairs of jeans from landfills so far, which is sourced through donations as well as second-hand stores. The jeans get washed and sent to our manufacturer in downtown L.A., where they cut and sew the up-cycled denim fabric into backpacks. We had to switch manufacturers recently because our first one couldn't handle our increased volume of production.

PS: How do your designs or the way you go about making them set you apart from other businesses similar to your own?

 

JC: The bags are handmade and manufactured in the U.S., whereas other major competitors such as JanSport and Herschel manufacture abroad. The quality of the backpacks, from the materials to the sewing, are noticeably superior to competitors. They are recycled from individual jeans, so every backpack looks different and no two backpacks will share the exact same colorway. Our customers can uniquely express their individuality through their one-of-a-kind Divert Denim Co. backpacks.

 

PS: Why do you believe that people want to buy your product?

 

JC: There is a rising trend in eco-friendly and sustainably driven companies working to reduce our planet’s carbon footprint. Anyone who cares about reducing the amount of trash we produce should support a socially responsible business like Divert Denim Co. and get behind our mission of reducing waste and promoting recycling.

PS: What is the price range of your products?

JC: Our current backpacks retail for $75, and we are working on expanding our line of recycled denim products.

PS: What does it feel like to have started your own business at a relatively young age? Has there been help along the way?

JC: I'm proud of my accomplishments, but I've only scratched the surface, and there's a lot more work to be done. I definitely wouldn't be where I am today if it wasn't for the help and guidance of Dr. David Choi, the director of LMU's Entrepreneurship Department. Other professors, such as Paul Orfalea, have been a huge inspiration. I can't thank the rest of my entrepreneurship professors, classmates, and peers enough for all their help.

PS: Do you plan on continuing on with your business post-graduation? If so, what does the future look like?

JC: I plan on continuing working on Divert Denim Co. post-graduation. There's a lot of cool things in store, so stay tuned. We're currently expanding our distribution into other online retailers and storefronts, as well as talking to potential investors to scale.

I closed out the interview by asking Coffey if he has ever considered going on the show, “Shark Tank.” In response to that, he said he’s a fan of the show and that he would definitely consider it.

This is the opinion of Paris Shepard, a junior communication studies from Ventura, California. Tweet comments to @LALoyolan or email comments to chutchinson@theloyolan.com.

 

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