Welcome to Authenticity Report - Issue #86
This week, we break down how Cotopaxi built an outdoor brand where mission isn’t a marketing layer but the foundation — and what their authentic “Gear for Good” approach teaches all of us about aligning purpose, product, and real impact.
Our Roundup: From why “unblanding” is fueling personal brand growth in an AI-saturated world to powerful authenticity lessons from Mikaela Shiffrin, Eileen Gu, and other stars of 2026 Winter Olympics, this week is all about winning by being real.
This Week’s Report
—> Gear For Good
—> Takeaways
—> Tell Us
—> Authenticity Roundup
—> Top Voices
What Do You Think? We are reshaping and expanding our Authenticity platform, we'd love to have you on board and contribute! Email us directly at [email protected]
Read Time: 3.5 mins
| Gear for Good
Whether I’m navigating the cobblestone streets of Barcelona or walking through a terminal in Chicago, I’ve started noticing a recurring splash of color in the crowd: those unmistakable, multi-colored Cotopaxi jackets.
They stand out in a sea of tech-black and slate-grey outdoor gear like a beacon of intentionality.
For a brand that started just over a decade ago, this level of visibility is no accident—it’s the result of building a brand that people don’t just wear, but actually believe in.
When Cotopaxi (#50) burst onto the scene in 2014, it wasn’t just another gear company; it was a mission with a supply chain.
Founded by Davis Smith, Stephan Jacob, and CJ Whittaker in Salt Lake City, the brand was built on the radical idea that business could be a primary vehicle for poverty alleviation.
The name itself—taken from an iconic Ecuadorian volcano—honors the Latin American landscapes that shaped Smith’s childhood and fueled his commitment to fighting global inequity.
Values in the Fabric
From day one, Cotopaxi’s “Gear for Good®” philosophy was more than a slogan—it was baked into the product.
This is best seen in the Del Día collection, where factory workers are given complete creative control over each bag's colorways.
By using 100% repurposed deadstock fabric, the brand doesn't just minimize landfill waste; it empowers the people "behind the seams" to be designers.
The result? No two bags are identical, giving customers a physical piece of the brand’s authentic, human-centric story.
The impact is measurable. According to their 2025 Impact Report, the Cotopaxi Foundation has helped over 4.25 million people through grants focused on health, education, and livelihoods.
While many brands pledge a portion of profits, Cotopaxi pledges 1% of annual revenue, ensuring their social impact grows alongside their scale, regardless of the bottom line.
The Litmus Test of Authenticity
Authenticity isn’t just about having a founder with a good story; it’s about how the brand behaves when the founder steps away.
In 2023, Davis Smith transitioned to the role of Chairman of the Board to serve a three-year voluntary religious mission in Brazil.
Rather than the brand losing its way, CEO Damien Huang (formerly of Eddie Bauer and Patagonia) has leaned even further into transparency.
Damien Huang
Cotopaxi now publicly tracks and lists the sustainability targets of nearly all its suppliers.
This "open-book" approach is what keeps the brand grounded even as it expands into major international markets and scales toward becoming a household name.
Navigating the Future of Growth
As Cotopaxi moves into 2026, its journey offers a masterclass in scaling with soul.
While rapid growth naturally brings the challenge of maintaining operational perfection, the brand has used these "growth pains" as opportunities to refine its systems—investing in localized distribution (such as its recent Canadian expansion) and enhanced digital experiences to ensure the customer journey matches the quality of the mission.
Ultimately, Cotopaxi proves that a "Good" mission is most effective when paired with a commitment to constant improvement.
By staying transparent about their goals and doubling down on their circularity programs, they are showing that an authentic brand doesn't have to be perfect— it just has to be honest, consistent, and remarkably colorful.
| Takeaways
1. Lead with why — Consumers connect deeply with brands that stand for something beyond profit.
2. Turn values into actions — It’s not enough to say you care; show it in product design, sourcing, and impact.
3. Be transparent about growth and challenges — Authentic brands share both wins and areas they’re improving.
4. Make mission part of the experience — Purpose isn’t a tagline; it’s woven into the story you give people to carry with them.
| Tell Us
Which content do you prefer in our weekly newsletter?
| Time To Choose
What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).
The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.
personal
• Personal Branding: Why ‘Unblanding’ is the New Growth Hack
In 2026, personal brands are growing by ditching over-polished templates and embracing raw, purpose-driven, unfiltered content that builds real trust in an AI-saturated world.
Read More → analytics insight
sports
• 9 Inspiring Lessons from Shiffrin, Eileen Gu, and Olympic stars
If there's anything the Olympics have taught us, it is that there is a win in everyone's story. From knowing when to back oneself to leaning on authenticity, these nine female athletes have lessons we can all take from their performance at Milano Cortina.
Read More → olympics
| Tools
The Authentic Brand Audit Kit
A complete brand integrity diagnostic for founders, marketers, and brand teams who want to close the gap between what they say and what they actually do. The Authentic Brand Audit Kit™ is an 11-wor...
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| Top Voices
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