My name is Matt Johnson. I just joined the Technori writing team and am co-founder and CEO of Chicago based retail/lifestyle brand start-up, Project: Living Well.
The Project has a mission to outfit, encourage and inspire the lifestyle of the aspiring everyday world changer.
We began (literally) at a water well in rural Latin America, where we realized that there were lifestyle brands for athletes, artists, optimists, surfers and skaters; but not a lifestyle brand/company for everyday people who aspired do something that made a difference in the world. So we launched the Project.
I traveled the world with my colleagues, meeting some of the most prolific humanitarians- people who embodied the PLW brand. And after months of traveling, we returned home with the stories and products knew we were going make available to everyday people.
We launched one of our first products in partnership with Startup America Partnerships on IndieGoGo.com, with a wearable, Latin America inspired water container called the Calabash. It was discovered being worn by a 19 year old kid living in the Guatemala City Dump named Henry. A true, real life hero (watch his brief story here).
We're now winding down the final hours of the launch campaign with little less than 24 hours to go. We've been funded over 98% with little more than social media, word of mouth and guerilla marketing. (visit launch campaign)
**UPDATE** We surpassed our goal and we're now going into production! If you would like to see our launch campaign over on IndieGoGo, visit it here.
Post campaign, we're seeking wholesale/retail distribution channels, and are developing a (legitimate) B2C e-commerce platform. Ultimately, our vision is to see the Calabash on store shelves at REI, Whole Foods, Erehwon, Moosejaw and others before rapidly expanding our product offering.
We've grown organically without the funding of VC's or outside investors. And have brought on an advisory board that includes advisers from TOMS Shoes, Imago Design Studios, Advance Humanity and more. We're looking to add to it advisers experienced in PR, Advertising, and Retail Distribution. Please feel free to email us at [email protected] if you or someone you know may be a good candidate.
We love Chicago and are glad we can be a part of this amazing community. Look forward to some amazing collaboration with many of you. Cheers.
Think Big,
Matt Johnson
Co-Founder & CEO
