What Eighth Generation does

Eighth Generation is a Seattle-based Native-owned art and lifestyle brand founded in 2008 by Louie Gong (Nooksack) and acquired by the Snoqualmie Tribe in 2019, making it the first tribe to own a lifestyle brand. The company designs and retails 100% Native-designed products across wool blankets, cotton throws, baby blankets, sterling silver jewelry, home goods (candles, dishware, pillows, towels, rugs), stationery, accessories, and pet products, with wool blankets (Signature Series at approximately $280, Gold Label at approximately $325, North Winds at approximately $184-$405) as the core revenue driver and North American individual gift buyers as the primary audience.

The company's core technology is in-house textile manufacturing in its Seattle production studio, where the Gold Label Collection is machine-knit on digitally programmed knitting machines and hand-finished, paired with in-house giclée fine art printing and Seattle sterling silver casting. This capability is differentiated within the Native-owned segment: Eighth Generation is the first Native-owned company to commercially produce Native-designed wool blankets (since 2015) and the first to produce a Native-made textile line on commercial scale (Gold Label, 2020). The Inspired Natives® Project, which curates products from 40+ verified Native artists, and the codified Decolonizing Partnership Model (five principles governing Artist Ownership, Compensation, Participation in Retail Sales, Access to Industry Knowledge, and Control Over Storytelling) are the principal intellectual-property assets.

The business operates a hybrid go-to-market: direct-to-consumer via a Shopify e-commerce storefront and a flagship retail store at 1406 1st Avenue in Seattle (open daily 10 AM-5 PM, relocated in 2023 to a larger space across from Pike Place Market); a wholesale partner program ([email protected], email-driven, with Amazon resale prohibited); and a B2B custom blanket and corporate gift program (MOQ 350 wool blankets with up to 7-month delivery, MOQ 112 cotton throws with ~12-week delivery, custom-label MOQ 5, corporate gift-set minimum 5 orders). Pricing follows a tiered seasonal discount model (Buy More, Save More: 15%/20%/30% across order-size bands) and a 10% off newsletter/SMS acquisition hook. Revenue streams include one-time retail (DTC + wholesale), B2B custom programs, and digital gift cards ($15-$1,000). Named select customers/partners include Starbucks (2021 Decolonizing Partnership capsule), Brooks (2022 partnership capsule), The Evergreen State College Longhouse and NDN Collective (Inspired Natives® Award), Seattle Indian Health Board, and Chief Seattle Club Eagle Village.

Name

Eighth Generation

Legal name

Eighth Generation LLC

Website

https://eighthgeneration.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Eighth Generation is a Seattle-based, tribally-owned (Snoqualmie Tribe) lifestyle brand founded in 2008 that designs and sells 100% Native-designed wool blankets, jewelry, home goods, and accessories to North American individual gift buyers, wholesale partners, and B2B custom clients.

Ownership category

akta.pro rank

Product category

Native-designed lifestyle goods and textiles

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Apparel Knitting Mills (3151)

SIC

Knitting Mills (2250), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Local Artisan, Handmade & Craft Gifts Retail (CRALAJAL)

akta.pro secondary industry

Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD)

Keywords

• Native-designed wool blankets
• Native American home goods
• Artisan jewelry collections
• Wholesale Native textiles
• Custom corporate gifts

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Retail Sales (E-commerce & Flagship Store): The primary revenue stream is direct-to-consumer sales through the company's e-commerce website and flagship retail store in Seattle. Products include wool blankets (Signature Series, Gold Label, North Winds), cotton throws, baby blankets, jewelry, home goods, accessories, stationery, and pet products.
2. Wholesale Distribution: Eighth Generation sells to wholesale partners who resell products through their own retail channels. Wholesale orders are placed via email. No resale on major online marketplaces such as Amazon is permitted.
3. Custom Blankets & Corporate Gifts: Organizations, companies, and tribes can order custom wool blankets (MOQ 350 units, up to 7 months delivery) or custom cotton throw blankets (MOQ 112 units, ~12 weeks delivery). Custom labels on existing in-stock blankets are available with a minimum of 5 blankets. Corporate gift sets are offered with a minimum of 5 orders.
4. Digital Gift Cards: Eighth Generation sells digital gift cards in denominations of $15, $25, $50, $75, $100, $150, $200, $300, $400, $500, and $1,000. Gift cards are delivered by email immediately and have no expiration date or additional processing fees.

Pricing tiers

Go-to-market motion5 records

Distribution channels4 records

Marketing channels7 records

Core offering

Eighth Generation is a Seattle-based, tribally-owned (Snoqualmie Tribe) lifestyle brand that designs, manufactures, and sells authentically Native-designed wool blankets, cotton throws, baby swaddles, sterling silver jewelry, home goods, accessories, and pet products. Products are sold directly to consumers through an e-commerce storefront and a flagship retail store in Seattle, to independent retailers via a wholesale program, and to organizations through custom blanket and corporate gift programs. Over 50% of product categories are manufactured in the USA, with the Gold Label Collection of Merino wool textiles produced entirely in-house at the Seattle studio.

Product overview

Eighth Generation is a Seattle-based art and lifestyle brand offering a diverse portfolio of authentically Native-designed products. The company operates primarily around several core wool blanket product lines: the Signature Series Wool Blankets (100% wool pile with microsuede edge), the Gold Label Collection (Merino wool blankets and scarves made in-house in Seattle), the North Winds Wool Blankets (produced in Norway), and Cotton Throw Blankets. Beyond blankets, they offer Baby Swaddles & Blankets, Home Goods & Decor (dishware, towels, candles, pillows, rugs), Jewelry (sterling silver and mixed-media pieces made in Seattle), Accessories (enamel pins, socks, scarves, bags, stationery), and Pet Accessories. The company also operates the Inspired Natives® Project as a business and educational initiative supporting Native arts entrepreneurs, and offers a Decolonizing Partnership Model framework for ethical collaboration with cultural artists.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Series Wool Blankets 100% wool pile blankets with a microsuede edge band, representing the first Native-owned commercial-scale Native-designed wool blanket line. Priced at approximately $280 per blanket.
• Gold Label Collection Heirloom-quality Merino wool blankets and scarves machine-knit on digitally programmed knitting machines and hand-finished in the Seattle studio. Priced at approximately $325 per throw blanket.
• North Winds Wool Blankets 100% wool blankets produced at a vertical mill in Norway, combining Indigenous and Nordic textile traditions with sustainable heritage techniques. Priced from approximately $183.75 (on sale) to $405.
• Cotton Throw Blankets Medium-weight cotton and cotton-blend throws suitable for any season. Four-sided fringe blankets are made in the USA; two-sided fringe and cotton-blend throws are imported. Priced from approximately $55 to $160.
• Baby Swaddles & Blankets Cotton-wool blend baby blankets featuring authentically Native-designed motifs, designed for warmth, durability, and longevity.
• Home Goods & Decor Curated assortment of Native-designed home goods including throw pillows, luxe dishware, kitchen towels, candles, soaps, mugs, water bottles, rugs, fine art giclée prints, and bath and beach towels (approximately $45 each).
• Jewelry Native-designed sterling silver earrings (approximately $49–$92) and necklaces (approximately $70–$120) cast in Seattle, plus bold mixed-media earrings assembled in-house and gold-plated earrings.
• Accessories Native-designed enamel pins, tote bags, pens, journals, scarves, socks, and hip bags with authentically Native American design.
• Pet Accessories Native-designed pet collars, bowls, beds, leashes, and squeaky toys.
• Gift Cards Digital gift cards delivered by email in denominations of $15, $25, $50, $75, $100, $150, $200, $300, $400, $500, and $1,000. Redeemable toward any products, no expiration, and no processing fees.
• Custom Blankets & Corporate Gifts B2B custom program for organizations, tribes, and companies: custom wool blankets (MOQ 350 units, up to 7 months delivery), custom cotton throw blankets (MOQ 112 units, ~12 weeks delivery), custom labels on existing in-stock blankets (minimum 5 blankets), corporate gift sets (minimum 5 orders), and graduation stoles ($105 each).

Quantifiable outcome

• 5% of profit from retail blanket sales donated to Inspired Natives Award
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Brooks (global sports brand)coreStrategic or Co-development Partner · 1 January 2022A Decolonizing Partnership with global sports brand Brooks was underway as of Fall 2022, with product launch scheduled for that period. This collaboration demonstrates the viability of the Decolonizing Partnership Model for major corporations wanting to make an ethical switch to Native partnerships.
• StarbuckscoreStrategic or Co-development Partner · 1 January 2021In 2021, Eighth Generation worked with Starbucks utilizing the Decolonizing Partnership Model to create a community capsule collection that highlighted the work of Native artists in a respectful and equitable way. Starbucks was the first global business to join Eighth Generation in a Decolonizing Partnership. Meeting these standards required Starbucks to flex or change fundamental components of their processes for product development, sourcing, and distribution.
• NDN CollectivecoreStrategic or Co-development Partner · 1 January 2019Since the 2019 Defend Wool Blanket collaboration, Eighth Generation expanded its Inspired Natives Award partnership to include NDN Collective. NDN Collective works to strengthen the collective movements for Indigenous people through organizing, activism, and philanthropy.
• The Evergreen State College LonghousecoreStrategic or Co-development Partner · 1 January 2017The Inspired Natives® Award is administered in partnership with The Evergreen State College Longhouse and awarded annually starting in 2017. The partnership supports emerging Native artists in developing business infrastructure including e-commerce, branding, equipment, and product development.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Filson: Established Pacific Northwest heritage brand with home goods, blankets, and accessories built on storytelling and craftsmanship, sharing Seattle-adjacent provenance and premium positioning.
• Brahms Mount: Specialty heirloom wool textile maker in Maine producing blankets and throws with similar craft-driven, domestically-made positioning; competes in the premium blanket segment.
• Faribault Mill: Heritage American wool blanket manufacturer with similar make-in-USA positioning; serves the premium home goods retail channel and competes for the same blanket consumer.

Direct peers

• Beyond Buckskin Boutique: Native-focused apparel and accessories retailer curated to celebrate Indigenous designers, addressing cultural authenticity for the same consumer seeking non-appropriated Native-designed goods.
• Manitobah Mukluks: Indigenous-founded lifestyle brand producing handcrafted footwear and accessories with explicit Indigenous-designed provenance and storytelling.
• Pendleton Woolen Mills: Heritage wool blanket and home goods brand with deep category authority; produces Native-pattern blankets and competes directly with Eighth Generation in the wool home textiles market.
• Trickster Company: Native-owned apparel, accessories, and gift brand serving a similar audience seeking authentic Indigenous-designed products across multiple categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/eighth-generation
• Instagraminstagram.com/eighthgeneration
• TikToktiktok.com/@eighthgeneration
• Xx.com/8thgen
• Facebookfacebook.com/eighthgeneration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eighth Generation