**JAKE DANEHY & CAROLINE DANEHY**

Co-Founders of Fair Harbor, an apparel company that converts plastic waste from the ocean into functional swimwear.

What Is Fair Harbor? Tell Us About Your Brand And Mission.

Fair Harbor is a lifestyle brand that embraces that nostalgic summer feeling year round by transforming responsibly-sourced, recycled plastic bottles and other sustainable materials like organic cotton and tree bark into timeless, ultra-soft apparel for the beach and beyond. By thoughtfully designing for maximum comfort and keeping waste out of the water, Fair Harbor helps you enjoy the places you love while protecting them, too. In addition to our sustainable apparel, Fair Harbor offers beach cleanups, charitable collaborations, swimsuit recycling and other eco-friendly initiatives to further our brand’s mission of setting the standard for approachable sustainability around the globe.

What Is Your Background? What Led You To Starting Your Own Company And How Did You End Up In This Space?

Growing up on the beaches of Fair Harbor in Fire Island, New York, provided us with lifelong lessons that we draw inspiration from every day. On the beach, we learned to surf, developed a strong connection to and love of the water, launched entrepreneurial endeavors and witnessed firsthand the negative impact of plastic waste in our ocean.

We founded Fair Harbor in 2014 while Jake was writing his thesis on plastic waste at Colgate University and Caroline— a fashion blogger and passionate environmentalist— was still in high school. Together, we won $20,000 in Colgate’s campus-wide mock Shark Tank competition in front of notable judges such as Neil Blumenthal and Jessica Alba, and used the funding to manufacture Fair Harbor’s first collection of beachwear.

What Was The Inspiration Behind The Company Name?

We chose our brand name in honor of the beaches of Fair Harbor on Fire Island, New York where we spent the long, barefoot days of our childhood learning to surf, fishing with family and savoring the one-of-a-kind local cuisine and lifestyle. As we grew up and noticed the devastating effects of single-use plastic waste on our seaside home, we couldn’t just stand by and do nothing. That’s why we founded Fair Harbor, a brand which, at its core, is dedicated to solving the plastic waste epidemic around the world, while celebrating the relaxed and breezy style of the East Coast lifestyle we love along the way.

What Have Been Both Your Favorite And Least-liked Parts Of Your Entrepreneurial Journey? What Have Been Your Most Challenging And Most Exciting Moments For You And The Company?

The first few years of Fair Harbor were both a challenge and a blessing. Instead of raising institutional funding, we decided to run a small kickstarter campaign in 2015 to fund our next production run. Without venture capital, we had to start small, traveling up and down the East Coast hosting trunk shows to sell shorts by hand. But without outside influence pushing us to chase numbers, we were able to prioritize building the foundations of our sustainable business model, taking first hand feedback from our customers and focusing on reducing fashion waste by creating best-in-class products that filled real consumer needs.

It took us six years of trial and error to get where we are today: perfecting our product, learning about innovative, new sustainable practices and developing a profitable business model. Some of our most exciting moments include the recent expansion of our product profiles into kids shorts in August 2020 and our coastal essentials line of polos, henleys and other men’s tops in February 2021. We were also excited to partner with professional volleyball player Jeremy Casebeer— nicknamed “The Lorax” because of his passion for protecting trees and forests— in March 2021 for a promotional video demonstrating the versatility of a pair of Fair Harbor shorts.

Tell Us About Your Manufacturing Process. How Do You Turn Plastic Bottles Into Beachwear?

Every pair of Fair Harbor shorts are created using 11 post-consumer plastic bottles sourced from all around the world— the same plastic bottles that would have otherwise ended up clogging global waterways and oceans. The bottles are first washed and shredded into flakes, then melted into pellets, spun into yarn and woven into a custom, ultra-soft and resilient fabric. Every pair of our shorts features a comfortable elastic waistband, an anti-chafe liner, four-way stretch and quick-drying fabric technology, along with deep, zippered pockets.

In just six years, we have recycled over 7.6 million plastic bottles— and that number is growing at an exponential pace!

Can You Tell Us About Some Of Your Numbers? How Has Growth Been Over The Past Couple Of Years? How Is It Looking This Year?

Without any institutional funding, we have expanded Fair Harbor’s product portfolio and seen a 682% increase in sales since 2019. With this momentum, we’re excited to stay that 2021 is on target to exceed all of our internal forecasts! We have also expanded our DTC offerings internationally within the past year, and have seen immediate traffic in worldwide markets. Our quick revenue growth has allowed us to expand our team, growing from an average of four over the past six years to nine full-time employees today.

Any New Product Lines That Will Be Launching Soon?

While new product lines are still in development, we do have some exciting upcoming collaborations in the works with a valued mentor in the fashion industry and one of our favorite singer-songwriters from the “Land Down Under.”

How Has COVID-19 Impacted Your Growth and Operation Over The Last Year?

Like every other business owner, COVID-19 hit us unexpectedly. In February 2020, we had just closed a very successful month and were planning to raise our first round of venture funding. But when the virus hit in March, the pandemic shuttered the livelihoods that Fair Harbor depended on. Beaches closed, vacations were canceled, outdoor activities were prohibited, and men’s swimwear became the fourth quickest declining e-commerce category. Our grand 2020 plan to pour money into marketing, make huge investments into inventory buys and launch the summer season with a big splash was flipped upside down. Despite the uncertainty, we listened to our guts and declined venture funding, choosing to weather through the storm on our own.

We decided to focus on marketing Fair Harbor products differently, expanding from strictly swimwear into lifestyle and athleisure branding. This expansion was part of a pre-planned effort to grow Fair Harbor’s product profiles, but it was also taken in response to changing apparel industry needs during the COVID-19 pandemic. As more and more consumers sought out elastic waistbands, loungewear and other cozy clothing during one of the most emotionally challenging periods in our country’s history, we opened up Fair Harbor’s dependably ultra-comfortable clothing to thousands simply by tweaking our brand narrative to demonstrate the authentic versatility of our products. Fair Harbor shorts aren’t just for swimming— they’re for walking, yoga, running, surfing, dancing, working from home and even just lying around the house on the weekend!

How Do You Think Your Industry (Or The World In General) Will Change Post-COVID?

After a year of grief and loss on an unimaginable scale, we’ve found that everyone’s perspective on life has drastically changed. We recognize the little things more, we find solace in nostalgia, we think long and hard about our purchasing decisions and we understand the importance of giving back in any way we can now more than ever. We predict that consumers are going to take an even more critical eye to brands’ sustainability missions and become more and more adept at spotting inauthentic corporate greenwashing.

Integral to the Fair Harbor brand is our focus on making sustainability affordable, accessible and understandable to consumers of all ages by communicating clearly about the positive impact of purchasing our products. Nobody wants to choose anymore between purchasing stylish, high-quality products and making a positive impact on the environment— so it’s a good thing they won’t ever have to.

What Does Your Typical Day Look Like?

To be honest, we don’t follow a “typical workday” schedule— every day is different! That being said, we’ve recently started going back to the office three days a week which has been energizing. We live right around the corner from each other in New York City, so we bike down to the office in the morning, catch up on emails, and then hit the ground running with whatever life throws at us each day.

What Are The Top Qualities or Skills You Believe Entrepreneurs Need In Order To Be Successful? Also, What Advice Do You Have For Entrepreneurs Who Are Just Starting Out?

Every entrepreneur is different, but from our experience, we believe that having a combination of passion for your industry and drive to solve a real-world problem is a key part of success when it comes to starting your own business. It’s important to remember that no job is too small or too big for you to take on. Be prepared to get your hands dirty with any task that needs to be done, even though it might not be glamorous at times!

For entrepreneurs who are just starting out, we’d say to just start somewhere. We founded Fair Harbor at a young age (Caroline at 18, Jake at 22) and had lots of people who doubted us along the way— claiming the industry was too crowded and that we didn’t have enough experience. But we were passionate about creating a brand rooted in our childhood experiences, and we were driven to solve the problem of global plastic waste along the way. Even though we didn’t have decades of experience, we had grit and determination. We started small with a single product sample, and grew from there.

Tell Us A Story Of Something That Happened To You, Something You Heard, Or Something You Saw, That Either Made You Laugh Or Taught You An Important Lesson.

The first production run for our boardshorts was made with velcro, but the first factory we worked with used glue to apply the material, rather than sewing it down. We didn’t realize the issue until our summer launch party in 2015, after our family and friends had already purchased the faulty product. We quickly collected all of the swimwear, both sold and unsold, brought it to our local seamstress, and had them sew down all of the velcro to remedy the issue.

That experience taught us two major lessons. First, that we can’t use velcro in our swimwear— especially if it isn’t sewn down. And second, that the customer will always come first, no matter what.

If You Can Have A One-Hour Meeting With Someone Famous Who Is Alive, Who Would It Be And Why?

We’d love to meet Patagonia founder Yvon Chouinard or Nike co-founder Phil Knight. We have been inspired by both founders since we were little kids, and we continue to build our business in the sustainable, boot-strapping manner that they proved was possible.

Who Is Your Role Model?

Jake: My role model is my Dad, who I’ve looked up to my entire life. He has always been there to coach, support, and encourage me.

Caroline: My role model is my grandfather, Paki, who unfortunately passed away a few years ago. He visited us every Sunday after his golf game to watch TV and catch up on our week. He instilled the important values of family and tradition in me, and for that I will always be grateful.

What Do You Do In Your Free Time?

We both spend a lot of time outside— it’s where we like to recharge our batteries. Whether we’re enjoying a bonfire with family/friends or biking around Central Park, we’ve found that time outdoors is the perfect way to disconnect, reconnect and stay active.

What Is Your Favorite Quote And Why Does It Resonate With You?

Jake: “Keep your eyes on the stars, and your feet on the ground.” - Theodore Roosevelt

This quote, coming from one of the most influential figures in early American conservation efforts, reminds me not just to dream big, but to stay humble while doing so.

Caroline: “You only live once, but if you do it right, once is enough.” - Mae West

This quote has always reminded me to live each day like it’s my last and enjoy the ride of life, because you never know what lies ahead.

What Does Success Mean To You?

We define success as being energized and genuinely happy going to work every day. In pursuit of that success, we have developed and will continue to grow a company culture filled with great people who share our vision of pushing Fair Harbor forward. In the future, we hope to become leaders in the sustainability space, and continue to help make the world a better place.

Jake and Caroline’s Favorites Stack:

Books:

1. The Secret by Rhonda Byrne

2. Way of the Peaceful Warrior by Dan Millman

3. Let My People Go Surfing by Yvon Chouinard

Health & Fitness:

1. Yoga

2. Biking

3. Meditation Apps like Inscape & Calm

Newsletters & Podcasts:

1. NPR’s How I Built This with Guy Raz

Upcoming Vacation Spots:

1. Fair Harbor, Fire Island

2. Patagonia

Jake Danehy & Caroline Danehy | Fair Harbor