By: RICHARD LAWRENCE
They might be new to Atlanta but C4 Belts are already in 100 stores nationwide and are expanding everyday thanks to their great product and even better business model.
The C4 Co. is the idea of two friends Nick Farwald and Jared Everline who came from Ohio, and met each other while traveling throughout Asia. The belt idea was thought up when they were spending time in China and seeing the cool trend setting fashions of the Far East. The two observed the trends of bright colored watches like the G-Shock watch and thought that belts could be the next big thing.
The Product at work
At this point the belts are all they do unlike other fashion companies but they might only need to stick with this because how unique the belts are. Most belts are leather straps and a plain buckle to hide under your shirt and be discreet about holding up your pants.
C4 wants you to show off your belts in pride with their arrangement of colors for both belts and buckles. There are 20 different belts and 20 different buckles that give you up to 400 different combinations for style.
Not only can you mix and match, but all belts are made up of a recyclable environmentally friendly plastic. That helps them stand out even more.
Having a good cause to stand on
The company isn’t just in the business to make money with bold fashion choices but it want to make a difference with their product. Modeled after the shoe company TOMS, C4 is in the business of giving back to the world.
With every belt bought from C4 they donate a portion of the profits to a charity that you choose from four nonprofits they sponsor at this time. It’s no wonder why they are getting so much attention even though they have only been official since 2011.
With this idea they are not only helping their brand expand but also shining a light on socially conscious companies doing what they think is right for the whole of the planet.
Coming to the city of Atlanta
Coming from Ohio it could have been easy for the C4 Co. to return home and start production there but Farwald and Everline felt like their best opportunity was to coming down south to Atlanta and expand their brand.
They came to Atlanta in 2011 to open an office and you can find their products in eight stores within the Atlanta perimeter.
Everline said, “We have only been here a short while but knew that Atlanta was the place that we could thrive and expand to where we want to be in the next five years. Not only did the East Coast of the U.S. really gravitate to the belts but we found a good sponsor in Atlanta rapper Gorilla Zoe, who loved the product and what we stood for.”
The C4 Belt Co. seems to be heading in the right direction and its star might shine brightest here in Atlanta.
Belt designer C4’s business model is pretty simple, “Choose your color, and choose your cause.” It has been a popular change from a majority of fashion designers in the world right now.
The founders Nick Farwald and Jared Everline wanted to give back to the world in a way that made sense and was efficient for them and the nonprofits that needed help. The color part is simple. What color would you like your belt? Now comes the interesting part.
The C4 Co. teamed up with four nonprofit organizations so that with your purchase of a belt a portion of the profit will be donated to one of these organizations. The list at this time is the Boy and Girls of America, American Cancer Society, Project Kaisei nonprofit aimed to help clean our oceans and Kiva (allows people to lend money to developing countries).
The socially conscious decision has helped the company thrive so far and has peeked interest of others. This is just a great example in business ethics, to help people along the way as you rise in the world.
Farwald said, “We might be a new and for right now -small- company, but when coming up with this product we knew we had to give back. We have always known that a little can go a long way at the end of the day.”