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Lean Out. Bug Out. Trip Out. Be Out.
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Early Majority is pioneering a new way of doing business: degrowth.

Degrowth is the radical theory that broadly means shrinking rather than growing the material intensity of our economies to use less of the world’s resources and avert climate catastrophe.

Fueled by art, adventure, and activism

Early Majority is an outdoor brand community that makes gear for its members and empowers them to enjoy it.

We make a highly edited system of technical outerwear for all eventualities and all genders, and we grow by making for our members rather than flooding retail racks for maximum profit.

Join us in flipping the destructive apparel industry on its head. And enjoy awesome perks and discounts!

Already made up your mind? Add membership to cart or mint your member NFT here.

If you believe that fast fashion is a problem.
That we are responsible for the stewardship of our planet.
That the business of fashion needs a revolution.
That outdoor gear should be inclusive.
OUR MISSION
01 - 04
Then you’re already part of The Early Majority.
  • 1
    Fast Fashion is a Problem
  • 2
    We Are Responsible for Our Planet
  • 3
    Fashion Needs a Revolution
  • 4
    Outdoor Gear Should be Inclusive

The Fashion Industry Has a Problem

  1. Overproduction

    The fashion industry produces over 100 billion items every year, nearly 14 items per human on the planet. Many of these never even reach consumers as overproduction runs at 30-40% each season and 1 million tonnes of retailer overstock is liquidated into landfill each year.

  2. Underutilisation

    Number of garments produced doubled between 2000 and 2015, yet clothing utilization decreased by 36% over that same time. More than half of all fast fashion apparel is disposed of within a year, and less than 1% of textile waste is recycled into new fibres for clothing. 

  3. Unsustainable production practices

    The apparel industry is the third largest polluter, contributing 10% of greenhouse gas emissions.  That is more than international flights and maritime shipping combined. It is also the second-largest consumer of water worldwide, due to the large amounts of water required to farm cotton, and is responsible for 20% of all industrial water pollution worldwide as a result of textile dying.

We take a new approach
Circularity
Closing The Loop

All of our products come with a lifetime guarantee. The most sustainable garment is the one that’s never made. Each trade-in helps us make less by keeping our garments in circulation as long as possible. When you return your pieces to us, we clean, refurbish, repair, and resell them to prolong their lifecycle and avoid the waste of making new things.

Sustainability
A Holistic Approach

Our commitment to sustainability runs through everything we do, not just what we make. We prioritize ethically sourced and responsibly produced materials. We design for maximum utility and lifespan, and our members-first model is designed to reduce the waste and overconsumption that has defined the apparel industry.

Layering
For All Eventualities

While most sustainability efforts focus on production, we focus on changing consumption, and we design our apparel to achieve this. It’s modular and multifunctional for all eventualities. Items can be layered and unlayered as your day or week or month unfolds, allowing you to seamlessly transition between climates as well as active, social and professional pursuits.

Join the Collective
Be a Part of the Solution

Early Majority grows by making for our members rather than flooding retail racks for maximum profit. Join us in flipping the destructive apparel industry on its head and enjoy awesome perks and discounts along the way.

WHAT COMES WITH MEMBERSHIP?
Membership doodle
Member Benefits
The perks of being a member
Member Pricing

By paying to be a member, you help us ensure we don’t overproduce and have to mark products down. As a result, we pass along exclusive member prices below the standard retail price. Rest assured you’re getting the best price for ethically manufactured and sustainably sourced gear, plus first access so you have a chance to buy before it sells out. 

Exclusive Access

We only produce in small batches, so you get first access to everything that we make. From time to time, we drop exclusive product just for members, such as our t-shirt with Jeremy Dean. You also get access to our members-only online journal, non-token gated server and events. 

Free Shipping

Pretty self-explanatory. In addition to this, we also provide a lifetime guarantee for all of our products. We cover the shipping if it needs to be repaired or returned.

Member Benefits
Early access to all drops at special member pricing.

As a member, you have access to lower pricing in exchange for your long-term support of our mission. Quite simply, your membership helps us make less, lowers our environmental impact, and paves the way for the rest of the industry to follow.

NEXT: The Journal
Windbreaker1.0
  • Ultra-light
  • Self-pack
  • PERTEX® QUANTUM fabric
$240
$150
Members save$90
Bomber1.0
  • Abrasion-proof
  • Bi-swing mobility
  • French goat leather
$877
$640
Members save$237
Light Fleece1.0
  • Light Insulation
  • Italian Recycled Fleece
  • For Layering
$235
$155
Members save$80
Puffer1.0
  • Modular
  • RE:DOWN® insulation
  • Recycled ripstop fabric
$1,245
$840
Members save$405
Windbreaker1.0
  • Ultra-light
  • Self-pack
  • PERTEX® QUANTUM fabric
$240
$150
Members save$90
Bomber1.0
  • Abrasion-proof
  • Bi-swing mobility
  • French goat leather
$877
$640
Members save$237
Light Fleece1.0
  • Light Insulation
  • Italian Recycled Fleece
  • For Layering
$235
$155
Members save$80
Puffer1.0
  • Modular
  • RE:DOWN® insulation
  • Recycled ripstop fabric
$1,245
$840
Members save$405
Member Benefits
Get access to our members-only online journal — Tools for Leaning Out

Whether it’s interviews with artists like Miranda July or tips on how to create your own yoga routine, our journal provides you with tools for living a life fueled by adventure, art and activism. 

NEXT: The Community
Member Benefits
You’re invited to outdoor excursions, pop-up events, and curated experiences.

Not only will you have access to and discover some of the most exciting communities through our partnerships, you’ll also enjoy getting to meet other members who can show you the ropes when it comes to their favorite outdoor activities.

Athene Club Dartmoor Hike
Paris Bike Ride
How It Works
1
Add Membership to Your Cart

Just one click - no need to enter any details.

2
Get Instant Access to Member Pricing

With membership in your cart you can shop at member prices right away, and you only have to check out once.

3
Join the Community & Make an Impact

You'll receive further instructions on how to access member benefits after you check out. Cancel anytime.

“Membership starts with the idea that hyper-specialisation of product isn’t serving people or planet.”

“Fashion’s first degrowth brand.”

“Aiming to create gender equality in the outdoors world.”

“With Early Majority you are buying into a community — a more intimate, immersive and ultimately better experience.”

“Early Majority takes techwear and strips it of unnecessary “tactical” adornments.”

“More than a clothing brand – a disruptive challenge to the way the clothing industry conducts itself.”

“Membership promises to be such a powerful and scalable way to build a brand.”

“A subscription-based business with commercial advantages and sustainable solutions.”

“Exploring what it means to lean out starts with discovering that the system is broken, not you. Instead of changing ourselves, we’re enjoying ourselves and changing the system.”

Joy Howard, Founder of Early Majority
Want Even More?

Become a stakeholder. In addition to the benefits we offer annual members, minting your lifetime member badge NFT means that you own your membership for as long as you choose, so as our community grows, the value of your membership grows too. This lifetime membership also comes with a piece of gear, a physical member badge, access to our private server, and a voice in product creation.

Lifetime Member Badge NFT: 0.358Ξ
Mint Now
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Membership FAQs

We take care of our Members. That includes answering all your questions.