Richard and David Tock are the second generation of Tocks to run Do-Gree Fashions – and they’re training up the third.

Writer: Carly Terwilliger

Richard and David Tock are the family team at the helm of Do-Gree Fashions Ltd., a manufacturing company started by their father in 1951. Among its other components, Do-Gree designs and manufactures active lifestyle hats under the Chaos and CTR brands.

Richard’s father Norman Tock, his wife Lily Tock and his brother, Jack Tock – David’s father – birthed the company, and Mrs. Tock still comes to the Mill on Fridays for lunch at 93. As the boys grew up, “we started coming into the business,” said Richard. David went to Philadelphia College of Textiles and Sciences to learn about the textile industry, while Richard earned his MBA at Babson College.

“The challenge of a family business is, obviously, personalities,” observed Richard, “because everyone’s the boss. But the rewards are, you’re always on the same page.”

Currently, Richard’s daughter Stephanie Tock works as global brand director for various programs at Do-Gree, and his son Matt is the marketing and product development director for Chaos and CTR. Adam Tock, David’s son, contributes his skills as production manager. And finally, David’s daughter Jill Tock is sales manager for Chaos brand in Canada.

“We actually started out as a children’s headwear company,” said Richard. “Then, as more opportunities came along, we expanded into men’s and women’s.” The company was originally called Aardvark, “but that wasn’t really working as the right name for what we’d grown into.”

As the business evolved during the 1980s, “we came up with the Chaos moniker, and it stuck as the right image,” Richard commented. “We were focusing on sporting goods, snowboarding, skiing. It felt like the right word for entering the market.”

Although Do-Gree and Chaos have adapted over time to shifts in technology and consumer sentiment, its commitment to both family and its employees has remained a central part of its identity. “Right now, our head mechanic, Carmen, has been with us over 45 years,” said Richard. “Carmen started out as a teenager stocking yarn and worked his way up to being the head mechanic.”

The team runs a business that is roughly divided into two parts. There’s Chaos and CTR, and then in addition to that there’s partnerships with other brands to help them develop their headwear programs. “We have a strong development team here,” Richard said, making the company an ideal collaborator for outside companies. “What they see is a company that is focused on what the business is all about.”

Do-gree makes use of the latest in textile tech, including a new computerized knitting machine the Tocks jokingly call the “Magic Machine.” Acquired by the company about 18 months ago, the device is capable of knitting any jacquard of six colors or less in a hat. It creates complex designs quickly, allowing more freedom to create a larger number of custom hats. At the same time, Chaos and CTR are exploring new and better materials. “Fabrics become more breathable, lighter, easier to work with” over time, said Richard.

Although Do-gree’s heart is in its family and history, Richard and David Tock place a lot emphasis on growth and positive change when it comes to their company. “You can’t stop growing,” stressed Richard. “You can never say, I’m happy with the way things are, because then you become complacent.” To that end, “We started three years ago developing a Chaos and CTR summer program, with features like insect protection and sun protection,” he continued.

And when it comes to advice for the younger generation of Tocks?

“I think we want them to know that you have to work hard to keep what you have,” said David. “And you have to respect the customer. Not necessarily ‘the customer is always right,’ but more like it’s important to respect everyone.

Added Richard, “I would say that you’ve got to respect people, respect who works for you and who you work with. You’ve got to treat people right.”

Photos courtesy Chaos Hats