Founder Rhonda Swenson is spinning her luxury sweater brand in a new direction, but giving back remains at its core.

Writer
Carly Terwilliger

Perched in her aerie of an office above Krimson Klover’s newly expanded digs in Boulder, CO, founder Rhonda Swenson is leading the apparel brand into new territory while ensuring it stays true to its roots.

Krimson Klover, established by Austin, TX ​native Swenson, designs luxury sweaters made for “strong, smart women who work hard, love the outdoors, have an innate sense of style and live full, passionate lives,” as it states on its website. And with its newest collections aimed at a younger, sportier​ ​demographic, the brand is busy taking its philanthropy-plus-style model to the next level.

In the past year, Krimson Klover has moved to a larger headquarters that includes a cozy showroom, updated its logo and added team members. “We were at that point where we needed a refresh,” Swenson told SGB. “Our old logo wasn’t aligned with our goals anymore. We wanted something fresh, young, more in line with what we’re aspiring to be.”

The expanded team has added new voices to the design and sourcing process. Said Swenson, “From a creative standpoint, it’s been super-helpful, because more heads are better than one.” In addition, “We now have a product manager who focuses on the yarn we use, tracking ​​sourcing​ deeper, logistics and more, among other things, which is great.”

Fun And Whimsy
Of the growing athleisure trend and its place in the outdoor apparel industry, Swenson stressed that “We’ve always been athleisure.” But she also observed that recently, “even in our fashion channel, we’re seeing that athleisure influence. They’re buying sportier styles rather than street apparel that’s more city-focused.”

For Swenson and Krimson Klover, the increased interest in athleisure has led to a fall 2017 collection that’s “definitely sportier,” she said. “We’re going back to my roots, ​which means designs that are more fun and whimsical.”

The focus on fun has “really resonated with younger ​people,” observed Swenson. The styles are for the “young, sporty girl,” she continued. “Whether you’re 30 or 60, everyone aspires to be that outdoor enthusiast.” Or at least look like one, an image admittedly bolstered by a chic, luxurious ski sweater.

The aspirational identity Swenson refers​ to chimes​ ​with one of Krimson Klover’s more unusual elements — it donates a portion of its proceeds to a different nonprofit each month, along with an ongoing annual partnership with First Descents, in which the company will donate 5 percent of proceeds from sales of its Marta Sweater to the organization​ for the third year in a row.

Raising Awareness
The donations have been integrated into the company since its inception, and Swenson is seeing an increased interest in that part of her business. “We’re talking about it more now, but it’s always been part of who we are,” she said. Because the nonprofits themselves promote Krimson Klover’s involvement on their social media channels, “It’s starting to make sense to talk about it more because it raises awareness for the brand.”

​Each month of the year, KK donates a percentage of its showroom sales and website sales to a local nonprofit. ​For the month of February 2017, Krimson Klover selected Colorado Hands and Voices, which is dedicated to supporting families with children who are deaf or hard of hearing without a bias around communication modes or methodology. Future collaborations include Greenwood Wildlife Rehabilitation Center in nearby Longmont, CO.

“Right now I’m obsessed with Greenwood,” Swenson explained. “My cat caught a squirrel, so I put it in a box and called animal control. They said, ‘Take it to Greenwood — and could you take these other animals too?’ So they loaded up my car with a wood duck, a goose and a field mouse to go along with my squirrel.” Not to worry — the squirrel eventually returned to its habitat near Swenson’s home, along with a friend it made at the wildlife center.

“I’m also passionate about Africa,” said Swenson. “My brother lives there, and being there is the kind of thing that really changes you.” If the right African nonprofit came along, “We would do it,” she added.

Swenson used to pick all the nonprofits personally, “but now it’s a team effort,” she said. “Everyone throws ideas in the pot, and we’re hoping to get through the whole pot.” In the meantime, Krimson Klover is focusing on growth and evolution as a brand.

“Our goal isn’t to be huge, but we’d like to continue to grow,” Swenson said. “The response to our rebrand has been really strong. Even the guy that builds our booth said, ‘Wow, I love it.’”

Photos courtesy Krimson Klover