Eighth Generation

How Eighth Generation Grew A Native-Owned Brand to Global Success

February 28th, 2025

Founded By

Louie Gong

Founders

Monthly Traffic

Profitable

Yes

Year Started

2008

Customer

B2B & B2C

Founded By
Louie Gong: Founders
1

Monthly Traffic
0: Profitable
Yes

Year Started
2008: Customer
B2B & B2C

Who is Louie Gong?

Louie Gong founded Eighth Generation in 2008 as an artist, activist, and educator deeply rooted in the Nooksack tribal community, initially gaining recognition through custom shoe art before expanding into a successful business model supporting Native artists.

What problem does Eighth Generation solve?

Eighth Generation solves the problem of cultural appropriation by offering authentic Native-designed products, allowing customers to support real Native artists and feel confident they are purchasing genuine, meaningful art.

How did Louie come up with the idea for Eighth Generation?

Louie Gong came up with the idea for Eighth Generation through a combination of personal frustration and a desire to address cultural appropriation issues. As an artist himself, Louie noticed the market was flooded with "Native-inspired" products that were not made by Native artists, which misrepresented and exploited Native cultures. He saw a significant gap and felt compelled to create a brand that offered authentic Native-designed products, leading to the launch of Eighth Generation.

Louie's journey began with a pair of customized shoes that reflected his mixed heritage of Native, Chinese, and white ancestry. When he received positive feedback from peers, it sparked the realization that there was a demand for culturally reflective art. This demand, coupled with his background in education and community service, motivated him to ensure that Native artists could have a market for their genuine work.

To validate his idea, Louie focused on listening to Native artists and their challenges, which helped him refine the business model to not just sell products but to empower the artists. He introduced the concept of the Inspired Natives® Project, emphasizing collaboration over cultural exploitation. By committing to fair compensation and authentic storytelling, Louie set Eighth Generation apart and tackled the nuances of cultural representation in business.

How did Louie Gong build the initial version of Eighth Generation?

Eighth Generation's initial product development was centered around creating authentic Native-designed wool blankets, making them the first Native-owned company to enter this market. The manufacturing process involved an intricate collaboration between founder Louie Gong and Native artists to ensure that the products remained true to their cultural roots. Initially, creating these blankets involved global partnerships with manufacturers in the UK, China, and India to produce different elements of the blanket. The process involved significant challenges, such as ensuring that the designs represented the artists' communities accurately while navigating the logistics of international production. By 2020, Eighth Generation had succeeded in launching its Gold Label Collection, a line of wool textiles produced in-house, reflecting their progression towards complete autonomous production despite the challenges of establishing a conglomerate of international and domestic manufacturing and maintaining quality standards.

What was the growth strategy for Eighth Generation and how did they scale?

Eighth Generation has effectively leveraged social media to connect with their audience by emphasizing strong storytelling. They share real stories of the Native artists behind their products, which resonate deeply with consumers. This approach not only promotes their products but also educates the public about the importance of buying authentic Native art. Many videos produced have gained millions of views, amplifying their reach significantly.

Why it worked: The authenticity behind their storytelling, focusing on real Native artists and their unique designs, draws in an audience that values meaningful and ethical purchases. The community engagement through social media allows consumers to feel a personal connection to the brand.

Strategic SEO Practices

Eighth Generation practices strategic SEO, which has played a critical role in enhancing their visibility. They create regular blog posts and updates about Native design, ensuring their site ranks high in searches related to Native art and design. This SEO strategy facilitated opportunities like being discovered by British Vogue.

Why it worked: By consistently updating their SEO strategy, they capture both general and target audiences searching for authentic Native art, which directly increases their site traffic and engagement. This positions them as leaders in Native art within the online space.

Flagship Store at Pike Place Market

Opening a flagship store in Seattle's historic Pike Place Market was a pivotal move for Eighth Generation. This location provides high foot traffic, ensuring that the store is not just a retail outlet but also a cultural hub where locals and tourists alike can experience authentic Native art firsthand.

Why it worked: The store offers a tangible connection to the community, reinforcing their brand's dedication to authenticity. Being in a popular market means consistent exposure to diverse shoppers, and it solidifies their presence not just online, but in a physical landmark as well.

Collaborations and Partnerships

Eighth Generation engages in partnerships with mainstream brands like Brooks Running, using a decolonized partnership model. This model ensures fair compensation and recognition for Native artists, setting a new standard for cultural collaborations.

Why it worked: These partnerships expand their reach beyond their immediate customer base, bringing Native art to wider audiences through global brands. This not only boosts sales but helps reframe how collaborations with Native artists can be conducted ethically.

What's the pricing strategy for Eighth Generation?

Eighth Generation prices its wool blankets and other products with an emphasis on fair compensation for Native artists, offering authentic Native-designed goods typically ranging from $18 for accessories to $250 for a wool blanket, focusing on transparent relationships with creators and consumers.

What were the biggest lessons learned from building Eighth Generation?

Embrace Authenticity: Eighth Generation reclaimed the market by ensuring all their products are genuinely Native-designed, countering a market overwhelmed by imitation "Native-inspired" items.
Build Trust in Partnerships: The brand's success owes much to transparent and respectful partnerships with Native artists, where artists retain ownership of their designs, fostering long-term trust and collaboration.
Adapt to Change: The company's shift to being tribally owned in 2019 and its continuous engagement with global markets demonstrate its ability to adapt strategically while preserving its core values.
Empower Through Education: Through initiatives like the Inspired Natives™ Project, Eighth Generation has increased artists' capacities and educated consumers about cultural appropriation, creating a more informed customer base.
Leverage Cultural Significance: By centering products like wool blankets, which hold cultural importance, Eighth Generation taps into traditions while modernizing them for broader audiences.

Eighth Generation Acquisition: How much did Eighth Generation sell for and what was the acquisition price?

Eighth Generation, founded by Louie Gong in 2008, was acquired by the Snoqualmie Tribe in 2019, marking the first tribe-owned lifestyle brand.

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