By
RICHARD LAWRENCE
They
might be new to Atlanta but C4 Belts are already in 100 stores
nationwide and are expanding everyday thanks to their great product
and even better business model.
The
C4 Co. is the idea of two friends Nick Farwald and Jared Everline who
came from Ohio, and met each other while traveling throughout Asia.
The belt idea was thought up when they were spending time in China
and seeing the cool trend setting fashions of the Far East. The two
observed the trends of bright colored watches like the G-Shock watch
and thought that belts could be the next big thing.
The
Product at work
At
this point the belts are all they do unlike other fashion companies
but they might only need to stick with this because how unique the
belts are. Most belts are leather straps and a plain buckle to hide
under your shirt and be discreet about holding up your pants.
C4
wants you to show off your belts in pride with their arrangement of
colors for both belts and buckles. There are 20 different belts and
20 different buckles that give you up to 400 different combinations
for style.
Not
only can you mix and match, but all belts are made up of a recyclable
environmentally friendly plastic. That helps them stand out even
more.
Having
a good cause to stand on
The
company isn’t just in the business to make money with bold fashion
choses but they want to make a difference with their product. Modeled
after the shoe company TOMS, C4 is in the business of giving back to
the world.
With
every belt bought from C4 they donate a portion of the profits to a
charity that you choose from four nonprofits they sponsor at this
time. It’s no wonder why they are getting so much attention even
though they have only been official since 2011.
With
this idea they are not only helping their brand expand but also
shining a light on socially conscious companies doing what they think
is right for the whole of the planet.
Coming
from Ohio it could have been easy for the C4 Co. to return home and
start production there but Farwald and Everline felt like their best
opportunity was to coming down south to Atlanta and expand their
brand.
They
came to Atlanta in 2011 to open an office and you can find their
products in 8 stores within the Atlanta perimeter.
Everline said, “We
have only been here a short while but knew that Atlanta was the place
that we could thrive and expand to where we want to be in the next
five years. Not only did the East Coast of the U.S. really gravitate
to the belts but we found a good sponsor in Atlanta rapper Gorilla
Zoe, who loved the product and what we stood for.”
The
C4 Belt Co. seems to be heading in the right direction and its star
might shine brightest here in Atlanta.
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