Caroline Priebe believes a garment is only as beautiful as its origins. Her boutique brand, Driftless Goods, emphasizes sustainable chains and timeless, cozy style.
Caroline Priebe likes to say she creates “exceptionally nice things for those who would prefer not to wrap themselves in plastic.” And it all began with a toddler. Priebe’s daughter had an exquisite fleece jacket. Eyeing its rich wool, Priebe found herself greening with envy. All her own fleeces were synthetic. So she got to work designing an adult line, using all organic or regenerative sourcing within the domestic supply chain. Et voilà: Driftless Goods got its origin story. Here’s the rest of the tale.
You’ve been in the fashion industry for ages. How did you discover your zest for sustainability?
I was inspired by my mentor, Lynda Grose, who designed for Esprit in the late '80s and '90s, if you remember that brand. That was decades ago, when pioneers in the sustainability space were few and far between, but they still were when I began my career in the early 2000's. So you could call me an early adopter. Once you learn about sustainable design, it’s hard to design in any other way because it just seems so smart and interesting—and the right thing to do.
Your résumé has quite a few big names, like Donna Karan and Target. What made you decide to create your own line?
I started sustainability consulting for big brands, putting together case studies and coming up with a lot of different business models. My daughter’s jacket gave me the idea, and then I met this woman, Jeanne Carver, who owns Shaniko Wool. She’s a rancher out in the Pacific Northwest, and she organized a regional group who all ranch regeneratively. Jeanne and I just really hit it off, and I was like, “I have always wanted to create a plastic-free outdoor apparel collection.” And I already knew the business model. I wrote it.
I think of clothing design as very artistic—and business as very not. But you do both. How are they similar?
I’m very right and left brain. I went to business school and art school, and all of it is a creative pursuit. There’s beauty in spreadsheets—aesthetically, how they work, how you design them. There’s beauty in obvious things like the design of a garment and in the construction. But to create that, you also need to know which machines do what. For me, it’s all a creative pursuit and problem-solving. And to have true circularity utilizing the biocycle, you have to design the entire supply chain. That requires real creative thinking. It can’t just be sustainable at one point; it has to be the whole system.
Circularity for the biocycle? Help me out here.
Sure. So circular design, in its most rudimentary form, is designing things so they don’t end up in landfills. Whatever you design should safely return to the earth as nutrients, and then could grow into cotton again or could be grass for the sheep to eat. It’s a full-circle relationship with nature. And these natural goods are designed for longevity—both emotionally and physically. They’re not super trendy, and they are physically durable. They’re nice enough that someone should want to and be able to keep the product for a very long time.
If I were to own one of your jackets or sweaters, and I’m wondering where it came from and how it was made, could you tell me?
Absolutely. The wool comes from Jeanne’s regenerative ranches, using that Shaniko wool. It’s the same wool that was used by Ralph Lauren in Team USA’s Olympic opening ceremony uniforms this year, and it’s used by others, like Stella McCartney. Then each piece is cut and sewn in New York’s Garment District.
And then where does it go?
I mean, hopefully into your closet for a very long time!
Speaking of your closet—you live in the Milwaukee area. Why is your company named for the Driftless Area?
I’m from Wisconsin originally—born and raised in Elm Grove. The funny part is, as a kid, we never made it west of Madison. I discovered the Driftless Area as an adult and absolutely fell in love. It has such a history of great design; I hope to have a home there someday. It feels like home. I would love to build a regional Midwest supply chain based there.
This conversation has been edited for length and clarity.