By Vaughn Williams

Colleen Echohawk visited the Morning Update Show to make community aware of her new role as the CEO of Native lifestyle brand Eighth Generation. The Seattle-based store is making waves locally as well as nationally as it is one of the fastest growing Native owned companies in America. Despite being a national trendsetter in product selection and business acumen, Echohawk is building awareness that Eighth Generation goods are not just for Native people but for everyone. 

Early this year, Louie Gong, founder of Eighth Generation, stepped down as CEO, and Echohawk, an admired figure within the Native community, succeeded him. Eighth Generation is a Native lifestyle brand that sells home goods and an assortment of authentic apparel crafted and designed by Native artists.

Echohawk says that she wants the general public to know that Eighth Generation goods are for everyone not just Native people, “I think we’re changing people’s hearts and minds when we get Native products into people’s homes,” said Echohawk. Eighth Generation’s goal is to change the standard of western design.

“We live in a Native space. This is a Native city; Seattle is a Native city,” said Echohawk. She touched upon the viewpoint that throughout the city and the country, we mostly see western ideas of design of what is considered beautiful.

 “We want to reflect what this city is,” said Echohawk.

Echohawk has a vision of getting Native home goods and artwork into homes throughout the country. However, many consumers are wary of the idea of buying Native artwork to avoid appropriating Native culture.

Echohawk rebutted this idea by saying, “Eighth Generation is about bringing prosperity to the Native community and sharing our cultural art in a way that’s appropriate, in a way that’s cultural appreciation and not just taking something from the Native community.” Echohawk also continued to reiterate that the Native community has been marginalized economically since day one and that buying products from Eighth Generation results in money going directly to Native artists.

Eighth Generation’s quest to curve consumer anxiety from products does not stop here. Eight Generation as a company has taken full advantage of social media. Recently, the company uploaded a video onto TikTok regarding ethical consumer practices when buying Native goods. This short seven-second clip proceeded to go viral, amassing over 1.1 million views.

“If you consider yourself a conscious buyer, an ethical buyer, there is no better place to go than Eight Generation,” said Echohawk.

You can check out Eighth Generation’s store at Pike Place Market or you can check out their website at, https://eighthgeneration.com/.

Here’s a link to their viral TikTok, and Instagram.

Make sure to watch the full Interview on the Youtube video up above.