Who says you can’t work with your friends? Coal was the first large-scale project that took off when I first went out on my own in 2004. It all started the year before.
I met Brad Scheuffele in a couple ways. First, he was hogging up all the good windblown berms for an exclusive photo session up above Rainbow Chair at Mount Bachelor. My scrub buddies and I were grumbling something along the lines of “Who the hell is Brad Shoe-fell?” And then a couple months later we see him in an ad for Burton snowboards! That was BIG. Who was this guy?
Second time I meet the guy is at one of the infamous Cinco Design parties in Portland and he was just wrapping up a couple years working on M3
snowboards. Higher-ups had pulled the plug on the company, right when the thing was taking off. I remember how shook up he was, to have the thing snubbed just as they were getting traction. He was so dedicated and that impressed me.
Brad was looking for his next thing and we talked quickly about a headwear company he was working up with friends in Seattle. Our mutual buddy John
“Goo” Phemister was busy getting Holden Outerwear going with our mutual friends Scotty Zergebel and Mikey LeBlanc. And I think they recommended me when Goo was already snatched up.
A couple months later I got going on a wordmark for the Coal Headwear
company, and once that was locked down, we made our debut catalog featuring the first sixteen beanies. Brad and I hammered out the details from my shitty apartment in Portland, in the spring of 2003. Before we knew it, the thing exploded and we were busy making extensive advertising campaigns, apparel graphics, trim details, catalogs, banner ads, hangtags and point-of-purchase messaging. Complete with a sales force, reps, management, team riders and support staff. From a basement to a real company in a couple years.
From the very get-go, Coal was a chance to quiet things down a bit, design-wise. In the competitive world of snowboarding action imagery, we’d be
charting some new territory by allowing the photography to guide the brand.
Simple, honest photos of the product and team out in the world. Just people standing there, with a casual focus on the headwear. By removing ourselves from the action photography pissing matches, we freed ourselves up.
Eventually, we’d use action photography, and when we did, it was our perspective and not from the latest movie or clique.
Subtle, subtle moves. When explaining Coal to people, I talk about how it
always felt warm to me. An odd “fuzz” to everything. Both in the look and feel, and in the voice of the brand.
We learned pretty quickly to stay away from big marketing speak sorts of directions. Just keep it conversational. Brad would be stuck on something and I’d ask him to explain it to me. He’d calm down, tell me what he was thinking, and I’d say, “Hey, just put that in there.” I’d rather have it from his voice
directly, instead of fumbling around trying to polish it into something we aren’t.
I’m so proud of the Coal photography direction. Models can be kinda weird.
With the pursed lips and distant looks. The people wearing the headwear in the catalogs? Those were our friends, team riders and warehouse punks. That’s why the stuff always felt comfortable. We’d go out and do quick, casual shoots around Portland. And the proof was in the pages. Our photographers were always our friends, too. Andy Wright, Embry Rucker and Mark Welsh. They’re from the same world. That’s important, as there’s nothing more damaging than elevating a brand above the people who’ll be using it. We’ll leave that shit for the fashion brands. I’ve been told the close, friendly relationship we enjoyed between the people who make the Coal, shoot it, organize it, sell it and
ultimately ship it is a rare thing. Wouldn’t have it any other way! That’s something I very thankful for.
A decade later, Coal is innovative company with hundreds of designs offered each season, sold in stores all over the world, building an ever-expanding ambassador team who promotes the gear. And, my favorite of all, it’s beautiful proof of watching a buddy with a great sense of design, photography and organizational skills who’s willing to work the long hours make something big out of something small.
Even though Brad wanted to ring my neck 3,406 times, I am forever thankful
for that initial trust in my abilities to help him get Coal off the ground. I did a decade with Coal. Very, very proud of that. Thanks, Brad. Love you, bud. And hell, I’m still using that Aeron chair. You literally “save my ass” each day in the shop.
And sorry about the snoring that one time in Austria.
Whe re it all starte d for Coal He adwe ar. Spring 2003 .
Catalog de sig ns from a de cade on the clock for Coal He adwe ar. 2003 -2013 .