TwoWordHeap

Jon Durant is the creator and designer of CausAnEffect.com which has the lofty goal of changing the world. If our conversation is any indication, it would seem that he is well on his way to attaining that goal. His main thrust is his T-Shirts which can be bought online. Their slogans, as well as their designs, speak to a larger purpose which is you can change the world while still looking good. Admittedly, it has taken a while to transpose our talk, which actually occurred a couple of months ago during the Lilac Festival in Calgary. The following is a transcription of that talk.

Two Word Heap: How did the whole thing start?
Jon Durant: About thirteen years ago, I was sitting at a park bench at a camp site. I was always a curious kid and wanted to change the world with my ideas. It first started out as HR, because I was a fan of hockey and it stood for Hockey Rules. I designed scribblers upon scribblers of stuff. And then I thought how about we gave some money back to a cause, or make it much more than just a company. That’s where it just spiraled. It became a company called System and then eventually became Causality. From there it became a movement to change the world. (Spelled move/meant). It’s kind of a fun little thing I’ve always wanted to do. At the same time people can do good and look good at the same time. My favourite slogan is “Everybody wants to rule the world, I want to change it.”

TWH: What have you learned in the past thirteen years?
JD: The clothing business is a hard one. Gotta stay fresh and gotta stay new. You have to give people something they haven’t seen before. I learned a lot about marketing. I went to school for small business and got my degree in small business. I feel my whole life has been leading up to this moment. I love the festival. Today has been one of the best days ever.

TWH: What has the response been from people coming by?
JD: Really, really good. Set up this morning about 8:30 this morning. Poor Crystal here has been the talent sorting shirts. She was going to give up on me and was going to defect to another booth. People have been great. They’ve been walking by, their heads turn and they stop and they come up. The crowds have been amazing. It’s more validating than anything. You have these ideas and you’re like: “Will anybody like them? Will anybody really enjoy it?” And to know that people actually want to buy them and wear them, it’s hugely satisfying. It’s a high I will not come down from for days.

TWH: You launched in June?
JD: We did. June 21, 2008 we had a huge, huge video. We got it out and had a huge response. This is the first festival I’ve done ever. So we’re just over a year old.

TWH: The difference is that you’re donating some of the money.
JD: That’s correct. Five dollars from every shirt is donated. We give to local causes. The first launch we gave to Simon House. The new launch (Change Your Clothing Change the World) we’re donating to a local Child Wish Foundation here in Calgary. Long story short, I met a kid in the airport and he was 10 years old. I asked him if he was going anywhere. He said no, that they couldn’t afford it because his dad had left them. I was like “Oh, my God.” It pulled at my heartstrings. Then I asked why he was at the airport and he said that he was waiting for Grandma to come and help move them out of their house. Finally I asked him if he could go anywhere where would he go and he said Florida. I thought it was to see Mickey, but he said no, it was to see the Space Shuttle because he wants to become an astronaut. And I found my next cause right there. For kids like him, I need to help them.

TWH: What’s your next goal?
JD: My next goal is really to enlarge the operation. I want to be in stores, and grow the online store. More festivals. One day this will be a full time job for me. I’ve been really impressed by the response here today.

TWH: Thanks so much.
JD: Thanks so much there, bud!

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