“Officially Cool” T-Shirts

From race and religion to education and politics, there are thousands of things that divide people and society as a whole. And as the presidential election gets closer, there is likely to be even more polarization as candidates work to distinguish themselves from their opponents and voters align themselves with specific issues.

In times like this, it is easy to overlook some of the basic things that humanity has in common. Unifying factors can be as simple or blasé as the clothes covering people’s backs.

Such thinking was the inspiration behind a new online-based clothing company, We Pluribus. Laura Evans, 43, of Fort Collins, said the idea came to her after her mother-in-law—who lives in Las Vegas, Nev. where the immigration debate has become quite rancorous—was in search for a T-shirt that represented her ancestors from several countries around the world. She asked if Evans might be able to create a shirt along those lines.

“That prompted a discussion about how angry conversations have become,” Evans said. “We talked about things people are angry about and how it would be cool if there were good-looking T-shirts that focused on what we have in common.”

So, at the end of August, Evans, who hadn’t really done any visual designing before, got to work creating T-shirt designs that carried a message of unity, tolerance and environmental and social consciousness. The designs ranged from peace signs to flags—the most edgy being a shirt that reads, “Nation of Immigrants.”

The shirt, though controversial, is also one of the most talked about, Evans said. Its design features the outline of the United States made up of other countries’ flags with the American Flag more prominently displayed in the center.

Though the shirts may be perceived by some as being more liberal than anything else, Evans said We Pluribus tries to not take outward positions on issues but to focus on commonalties.

“We started with the issues of the day, like the war in Iraq,” Evans said. “I’m not going to say we have the answers, but we know people will prefer peace. With the immigration issue, we don’t take a position on it, we reminder that most Americans immigrated or have ancestors who immigrated from other countries. We hope the issue is resolved with dignity and humanity.”

Evans, who is a musician by education, has worked in marketing and sales for several years. She had been doing freelance marketing and Web design through her small agency, so focusing her efforts full time on We Pluribus was a natural progression.

“I just started doing it for myself and not other people,” she said.

Evans formed the company with her sister-in-law Jennifer Needham, her partner Barbara Bue and friend Paulette Stevens, as well as several other investors. The name, We Pluribus, draws from the nation’s motto E Pluribus Unum meaning, “Out of many, one.” Evans said. "It's about encouraging unity while celebrating people’s differences."

Beyond the company’s mantra—“We The People, No Exceptions”—Evans also wanted to lead by example. Because she believed We Pluribus could be successful and do the right thing, it was extremely important to her to build the business as “green” as she could. For this reason, all of the shirts are printed on organic cotton, fair trade garments and are not shipped in plastic bags.

“We are as green as we know how to be and continue to look for more ways to be greener,” she said.

In addition, the company donates 10 percent of its income to non-profit organizations such as Trees, Water and People and Little Kids Rock and allows the customer to select which agency a portion of their purchase will benefit.

Since the Nov. 1 launch of the Web site, www.wepluribus.com, Evans said business has been steady and growing, with about 4,000 unique visitors by the end of December and several hundred orders placed.

“Given how new we are, we are very pleased with the success so far,” she said.

One of her proudest moments was when We Pluribus unexpectedly received an invitation to be featured in Durkin Entertainment Group’s Main Event Red Carpet Lounge at the Sundance Film Festival in Park City, Utah earlier this month. Event producers felt that We Plurbus fit perfectly with the environmentally and socially conscious nature of the lounge. So Evans and several friends loaded up hear car with swag and headed to Utah.

We Pluribus shirts were handed out to celebrities as they passed through the gifting lounge during the festival—an opportunity for exposure that Evans could only dream of.

“We got some nice buzz,” Evans said. “We seemed to be the hip item. They liked our stuff enough to actually wear it. ... Our sustainable practice makes us trendy. I’m just happy that being green is trendy.”

Though Evans did her best to maintain composure, so as not to let her star-struck excitement get the best of her, she was thrilled when Danny Glover came by her table.

Evans said he talked with her briefly, took one of the Nation of Immigrants shirts and then wore it all day at the premiere of his film Trouble the Water.

“I guess our clothes are officially cool,” she said with a smile.

Now, back at home, Evans is setting her sights on the next order of business.

While the Web site is doing well, Evans and her partners are learning of the benefits that come with physical locations. We Pluribus is operated out of a suite off of College Avenue and Evan’s home office, but presently does not have its own storefront.

“Our most immediate goal is to find either a wide variety of boutique-type retailers or possible even getting into a chain,” she said. “We have some opportunities there.”