From The Ground Up
About the Company
From The Ground Up (FTGU) is a Seattle-based brand specializing in high-quality hiking socks that feature nature-inspired designs. The company was born from the founder's frustration with the lack of stylish, sustainable, and functional hiking socks on the market. Rami Nasr, having grown up in Washington State, sought to combine his love for the outdoors with his entrepreneurial spirit. The brand's mission goes beyond making quality gear—it is committed to protecting the environment and public lands, partnering with organizations like the Washington Trails Association to donate a portion of profits. The company’s growth has been rapid, with expanding product lines, including apparel and gear, while maintaining a focus on sustainability.
Idea Behind Company
The idea for FTGU came to Rami during a backpacking trip in 2018 when he experienced serious foot issues due to wearing the wrong socks. This incident, combined with his passion for outdoor activities like skiing and hiking, inspired him to create a product that could improve performance in the outdoors while also showcasing the beauty of the Pacific Northwest. Initially, Rami had a business selling novelty socks but lacked a clear direction. The socks he had used on his hike were uncomfortable, so he saw an opportunity to offer high-performance, stylish socks that would meet the needs of outdoor enthusiasts. The product line was built around the idea that sustainable materials, particularly merino wool, could be combined with unique designs to create something both functional and beautiful.
Creating the Company
Starting FTGU required Rami to carefully research and design a product that he and his friends would actually wear. He sourced high-quality merino wool and worked with the Washington Trails Association (WTA) to align his brand with environmental stewardship, promising 5% of sales to support trail conservation. The initial sock designs were simple, with Rami investing his personal savings into creating the first batch of socks. The first successful design was a navy blue sock inspired by the Cascades. After some feedback and adjustments, Rami sold out of his initial inventory in two weeks, using the profits to fund additional designs. He made connections with the right influencers and customers, which helped lay the foundation for his growing business.
Launching the Business
Rami launched FTGU on a small budget, doing everything from website design to photoshoots himself. He spent around $2,500 on his initial sock order and created a simple website on Squarespace. Rami's launch strategy involved leveraging his personal network and timing the release to maximize social media visibility. He personally packaged the socks and reached out to friends for support in sharing the news. The launch was successful, with nearly a quarter of his inventory selling on the first day. However, after the initial success, Rami realized that maintaining momentum was crucial. This led him to expand his sales channels by participating in farmers' markets, which helped build brand recognition and customer loyalty in the local community.
Earnings
Since its launch, FTGU has seen significant growth, with revenue surpassing $170k and continued expansion into retail locations. The company reached $100k in gross revenue in its first year, all while Rami was still working his full-time job. As the business scaled, Rami outsourced tasks like email marketing, ad buying, and social media management, allowing him to focus on high-level strategy. His decision to partner with influencers, particularly through hiking communities, has been a key factor in the brand’s success. FTGU now has a growing customer base and a diversified product line, including socks, hats, t-shirts, and more. The brand has also expanded into corporate deals and custom merchandise, with a continued focus on sustainability and community engagement.
