• May 2013

Do You Have a Wild Company?

Living life on the wild side is the only way to fly, according to Mel and Patricia Ziegler, creators of Banana Republic.

Five years after they founded their firm, they sold it to The Gap, proving that going wild can be a direct path to making millions. But, as we learn from their story, whether it’s worth it depends on your goals, your passion, and what you are willing to trade for the cash.

All that becomes clear in Wild Company. The former journalist and illustrator for the San Francisco Chronicle tell us how they turned their concept from idea to mega-megacorp.

How can you do the same? We sat down with Mel and Patricia on Fisherman’s Wharf to get the inside scoop. Scroll down to read our interview, and click here to listen to our podcast on the Inkandescent Radio Network.

Meeting with the Zieglers in San Francisco was just the beginning of our own adventure last month when the Inkandescent team traveled to the City by the Bay. In addition to having the privilege of being invited to cover the Conscious Capitalism Conference 2013 for Inkandescent Radio we did dozens of interviews with West Coast entrepreneurs, including:

  • Soles 4 Souls is another exciting organization that is putting shoes on the world’s needy. Buddy Teaster is the CEO and foot soldier making a big difference for this Nonprofit.
  • Is blue the next green? Michael Davis, founder of US Pure Water, explains in our May Food column.
  • Food is the focus at Castagnola’s Seafood & Chophouse on Fisherman’s Wharf. We were delighted to interview owner Kathy Higdon for our column, Restauranteur of the Month.

We leave you with this parting thought from the introduction to the Zieglers’ book: In the beginner’s mind there are many possibilities, but in the expert’s there are few. — Shunryu Suzuki

Here’s to keeping an open mind, and tapping into your wild side. — Hope Katz Gibbs, Publisher, Be Inkandescent magazine

The Other Side of the Jungle: The Untold Story of Banana Republic

MAY 2013: BANANA REPUBLIC FOUNDERS MEL & PATRICIA ZIEGLER

By Hope Katz Gibbs
Founder and Publisher
Be Inkandescent

With $1,500 to their names, and no business experience, Mel and Patricia Ziegler turned a wild idea into a company that would become the international retail colossus Banana Republic. Re-imagining military surplus as safari and expedition wear, the former journalist and artist together created a world that captured the zeitgeist for a generation and spoke to the creativity, adventure, and independence in everyone.

Their book is one of the best business tomes I have read. It’s honest, funny, charming—and it reads so much like a novel that you don’t want to put it down. The reason is simple: These two successful entrepreneurs embody what it means to stay true to yourself and your passion—even when the promise of millions, if not billions, of dollars is dangled in front of you.

Scroll down for our Q&A with the Zieglers and learn how they upended business conventions and survived on their wits and imagination. Listen to our interview as a podcast on the Inkandescent Radio Network.

Be Inkandescent: Let’s start off by talking about how and why you founded Banana Republic. You were both working at the San Francisco Chronicle at the time, Mel as a reporter and Patricia as an illustrator. So take us back to the beginning.

Patricia Ziegler: Well, the beginning was when I met Mel at the newspaper’s Christmas party, and I knew we were going to be out of there—the newspaper, that is—a lot sooner than a lot of the other workers. It didn’t take long—but we had to wait for the idea.

Mel Ziegler: At the Chronicle, we just felt the roof over our heads. It was a great job that some people would die for, and while we knew it was wonderful in some ways—it still was a job. Some people aren’t born to be employees. They long for freedom. I’m one of those people, and Patricia is, too.

Be Inkandescent: As we read in your book, you stumbled into the idea for Banana Republic when you were on a freelance assignment in Australia.

Mel Ziegler: That’s where I picked up an old British Burma jacket—a quintessential safari type that was made for the British army, and it was worn by British troops in the Burmese Theater in the Second World War. I wore it on my trip back to San Francisco, and when Patricia met me at the airport she kept staring at the jacket on the way home. Patricia changed the buttons, added some leather trims, and it looked really great. I knew we were on to something because everywhere I went, people would say, “Where did you get that jacket? It’s fantastic!” And it gave me an idea to sell them—so we went looking for more, and I used my skills as a reporter, and Patricia used her skills as a fashion designer. She always had a flair, and even when she was shopping at flea markets, she looked like she shopped on Madison Avenue.

Patricia Ziegler: So I was right at home hunting for finds in surplus warehouses. And we found one of the biggest ones right across the Bay in Oakland. We had no credentials and didn’t know what we were going to tell this dealer. So Mel decided that I should be an heiress who wanted to open up a little boutique and that Mel was my indulgent husband. So we walked into this cavernous, dark, dank warehouse, and this 300-pound man with a cigar in his mouth waddled toward us.

Mel Ziegler: We emptied our bank account, and with $1,500 bought these great Spanish paratrooper shirts, figuring we’d sell them at a flea market in Marin County.

Patricia Ziegler: But before we got a chance to do that, this great thing happened. We had unloaded the car and started washing the shirts—and had a dinner party scheduled for four of our friends. One was the novelist Herbert Gold, who always kind of dressed in safari style. After dinner, he asked where the bathroom was and I pointed downstairs next to the washing machine. Not five minutes later, he came up holding one of these Spanish paratrooper shirts and said, “What is this?” like he had just found some great treasure. Mel said, “Oh, those are Spanish paratrooper shirts,” and Herb said, “I want one.” He took off his denim shirt and started putting this shirt on.

Mel Ziegler: But the sleeves ended about two inches above his wrist, so he got another one, and it also ended two inches above his wrist. Patricia and I looked at each other and both thought, “So that’s why they were surplus.”

Patricia Ziegler: But we had at least 500 more shirts downstairs, so I ran over and rolled the sleeves up to about his elbow, and I stood back and said, “Nobody would wear those shirts with the sleeves rolled down anyway.” And they all sold that way at the flea market.

Be Inkandescent: Tell us how you parlayed those first sales into a catalog business.

Mel Ziegler: We created a catalog first. It was a natural progression because I write, Patricia draws, so we created a little catalog and mailed it to 500 friends around the country and to people in the media. One of them landed on the desk of a radio announcer in New York, who read it to commuters in the tri-state area one morning. He called Patricia on the phone, and during a 20-minute interview, she told him that if anyone wanted a copy, they should send $1 to PO Box 745, Mill Valley, CA. Three days later, the postman walked in with two stacks of mail. We opened those envelopes and it was enough to cover the cost of the catalog and postage—with enough left over to pay for dinner for months.

Be Inkandescent: Is that when you felt confident enough with the business to open your first store?

Patricia Ziegler: Mel decided that we needed a store right after the first flea-market experience. He found this little hole in the wall, where the ceilings were only barely seven and a half feet, and it was very dark, so we rented it. I bought palm fronds and stuck them into the top of this telephone pole that was in the middle of the store so it looked like a stout palm tree. We painted the back wall with a leopard print, and we had no dressing room and really didn’t want to take any space away, so we cleaned out a closet and hung a camouflage net in front of that. Mel ran to the hardware store to buy rack holders, but they were too expensive, so we found surplus belts and we just nailed those to the ceilings and attached dowels to those. And yes, people thought that we were clever.

Mel Ziegler: We used everything we had, which is what I say in the book: you need to go with what you’ve got. Too many people sit around dreaming and trying to make things perfect. Things will never be perfect. If you’re really determined, you gather yourself and just proceed.

Patricia Ziegler: It does create itself. The concept and the store kind of told us what to do. There was really no money, and no experience, but there were also no limits.

Be Inkandescent: And customers loved it.

Mel Ziegler: They did. And that’s how we discovered what we were supposed to be doing to be successful—by the way that they reflected it back. We were just good listeners.

Be Inkandescent: How did you eventually come to sell to The Gap?

Mel Ziegler: Actually, we were overwhelmed by success. And we never really quite caught up with ourselves. Remember, these were different times. You go out seeking a venture capitalist to fund a quirky little business in the 1970s. Banks laughed at us, so we had no capital. We were doing this all on cash flow. It felt good but we were exhausted.

Patricia Ziegler: That’s when a friend introduced us to Don Fisher, the founder of The Gap. We met, and hit it off, and not long after, he said he wanted to buy us out.

Mel Ziegler: I was very reluctant. Even as hard as it was, I could not imagine working for The Gap. I mean, when you start out thinking all you want is freedom and independence and you end up working for The Gap, you’ve done something wrong. But he was very persuasive. He said, “I don’t want to run your company; you can run your company. You can do anything you want with your company; I’ll just finance it. As long as you’re profitable, I’ll finance anything you want to do.” And I said, “Well, we’d have to have total creative autonomy,” and he said, “Okay, you can have total creative autonomy,” and so he made it very easy to say yes, when we were so exhausted. So by a vote of one “yes” (Patricia) and one “maybe” (me), we decided to sell.

Be Inkandescent: Looking back, do you regret that decision?

Mel Ziegler: No. I don’t think we have any regrets; it all worked out perfectly fine.

Patricia Ziegler: No, no, because we believed in the way he did it and he was representing us.

Be Inkandescent: But then, after your first son, Zio, was born—things changed.

Mel Ziegler: By then we had 101 stores, we were doing $250 million in business, all of it based on that one conversation with Don. But then on Black Monday 1987, the stock market crashed and The Gap stock fell for the second time in two months. The execs at The Gap started to panic.

Patricia Ziegler: They wanted to see what we were going to offer for the spring line; all of a sudden they were very nosy about the creative side of the business.

Mel Ziegler: It was clear that our time was up. We had creative autonomy as long as we had creative autonomy, and the moment we didn’t have it, we said goodbye. Freedom is what we were in it for, not money. And we walked away from a huge, huge amount of money because we had just signed another five-year contract. That really would have made us comfortable for life, in ways that we never even imagined or wanted to be.

Patricia Ziegler: But that was a conscious choice, it was a conscious choice when you look at a contract, to make this money and give up your freedom, or walk away with freedom when you have enough. For us, it was no question.

Mel Ziegler: We took the freedom. We felt great. We did feel badly for the people who were with us, but many of them ended up starting successful businesses of their own.

DON’T STOP NOW! Learn what the Zieglers did post-Banana Republic. Here’s a hint: Ever hear of The Republic of Tea?

Are You Ready to Get Wild? Mel and Patricia Ziegler's 7 Tips for Entrepreneurs

What did Mel and Patricia Ziegler do after leaving The Gap and Banana Republic?

Patricia Ziegler: Well, Mel decided to go away on a meditation retreat for a week. We were both coffee drinkers at that point, and the next thing I knew, he came home and he was only drinking tea.

Mel Ziegler: What happened was they didn’t have coffee at this meditation retreat, and I had this excruciating coffee withdrawal headache on the second day of the retreat. It was probably the worst headache I’ve ever had. And when that headache lifted, I said I’m never going to drink this black swirl again. Instantly, this great idea popped into my head, so I came home from the retreat and said, “Let’s start a tea business. So like anything else, we use businesses to learn, and we learned about tea.

Be Inkandescent: And was that the start of The Republic of Tea?

Patricia Ziegler: Yes! We wanted to package it in a way that would stand out on the shelf, and be recyclable so you could use it again and again. We found that tea had been stored in tins, so we found these wonderful round tins where we could print our labels on each one to give it that artisan feel. And I remember there was a decision to make because we really wanted these tins, but until the quantity jumped up, they cost us like a dollar a piece—more than the tea. But we figured, if this tea company works, then we will be able to buy the larger volume, so we gambled on that.

Mel Ziegler: It was very playful. I was the Minister of Leaves, Patricia was the Minister of Enchantment, and even though we sold it, we’re happy that the company continues in the same tradition. It doesn’t have employees—it has ministers, and it’s a lovely company.

Be Inkandescent: When you founded it, about 25 years ago, there was no specialty tea category at that time, or even full-leaf teas available for mass consumption.

Mel Ziegler: That’s right. If you wanted to buy tea at that time, your options included Celestial Seasonings, Lipton, or Twinings Tea. Then came The Republic of Tea, which was available in 21 different flavors and packaged in tins filled with leaf tea. It changed the entire business. Of course, now if you go into a Whole Foods, you’ll see there’s a whole section of specialty teas. We created a context, and I think that’s what we did in both companies. We didn’t just try to fit the business into an existing context; we went out and made a new context, and then created a business that represented that context.

Be Inkandescent: That’s the mark of true entrepreneurs.

Patricia Ziegler: We also were new parents at the time. So we imagined a world that fit into our lives—a slower world that you could enjoy sip by sip, instead of gulp by gulp. When you take your time, and you want to notice the world around you, you sip tea.

Be Inkandescent: After you sold The Republic of Tea, what did you do next?

Mel Ziegler: We had children late in our life, and we wanted to spend as much time with them as possible. We were lucky enough to be financially independent because of Banana Republic, so we didn’t feel like we had to run out there again and again and again and repeat the same movie. And what we wanted to do was enjoy our two children, who are now 21 and 25. We’re the kind of parents who have absolutely no regrets—we were there all the time, we are a very close family, and we love our kids immensely. It was great fun. Basically, we went from having 3,000 kids to two kids. And those two kids were much more of a handful than the 3,000 kids who worked for us. Now they’re young, thriving adults and we’re very happy about that. So we would dip in and dip out of things, and one of the things we dipped in and out of was that San Francisco in 1999 was like San Francisco in 1849—it was the gold rush except it was the dot-com stuff that they were mining. We got swept up in it along with everyone else. Venture capitalists were throwing money all over the place.

Patricia Ziegler: That’s when our old COO from Banana Republic came to us to do something together again. So we invented a business called Zoza, and created a whole new line of clothes. Banana Republic was all about natural fabrics, really beautiful cotton and wool.

Mel Ziegler: In the intervening years, we were living on a mountain in Marin County, CA, and we got very outdoorsy. I started wearing a lot of Patagonia clothes and a lot of performance clothes because I ride a bike, and I hike, and I really saw the virtue of performance fabrics. With Zoza, we envisioned marrying the Patagonia look with Prada—high-fashion design that used high-tech fabrics.

Patricia Ziegler: It had a bit of a yoga influence, and we actually had free yoga classes in the office in the mornings. Employees would leave their shoes by the door, and it was all white carpeted. We also had free yoga classes during break. Zoza was right across the freeway from where our kids were going to school. They were 8 and 12 at the time, so we could pick them up after school and they would come in and help us.

Mel Ziegler: So we had a great time with that. Unfortunately, when the dot-com wave swept through San Francisco—in those days it cost $5 million to build a website that today costs $5,000—everything we did took so much capital. Then, when March 2000 came, and the NASDAQ started to really dive, people panicked and all our financing dried up. We were deep in the manufacturing process at that point, so like a number of other dot-com companies, we were swept out to sea. We liquidated everything.

Be Inkandescent: You’ve seen the highs and the lows of business.

Mel Ziegler: I like to say that the seed of success is in every failure, and the seed of failure is in every success. And it’s definitely true. With your success you can get a little bit too arrogant, and in failure, if you’re paying attention, you’re going to get very enterprising.

Be Inkandescent: So what’s next for the Zieglers?

Patricia Ziegler: We are now doing a business that creates slow food for fast lives. It’s called EaTrue, and this summer we are going to be selling bars that are like mini meals. They will come in several ethnic flavors, including Italian, Japanese, Moroccan, and more.

Mel Ziegler: So instead of eating energy bars, which are really glorified candy bars, you’ll be able to choose something nutritious, that tastes good, and is more like artisan food. They will be on the shelf next to the energy bars. And that will be the beginning of a number of products where we try to explore the idea of slow food for fast lives, because that’s how people are living. We think there’s a huge demand these days for nutritious, healthy food that is not junk fast food.

Patricia Ziegler: So, if you’re not in the mood for a candy-bar-style energy bar, you can look for our Indian EaTrue bar with coconut, curry cashews, carrots, cauliflower—a real savory artisan experience.

Be Inkandescent: Ah that’s wonderful. More trendsetting from the Zieglers. We look forward to talking to you more about that when the company is flourishing, and we’re certain that it will. In the spirit of advice-giving, please offer our readers and listeners insight into the nuggets of wisdom that you’ve learned in your decades in business.


Mel and Patricia Ziegler’s Top Tips for Entrepreneurs

1. Go with what you’ve got.

2. Be the customer. If you are making things for yourself, you’ll never have a doubt about what you should do—or how your products and services should be done.

3. Turn your liabilities into your assets. What you think is wrong is probably wrong. If you believe in it, find out what’s right about it and make it work.

4. If something’s in your way, find the gift in it. As we said earlier, you can—and should—learn from every mistake and failure. Our entire surplus line of clothing was exactly that. We would get things like French firefighter coats made out of asbestos, which was pretty useless to consumers. But the lining would be made of beautiful silk quilting. So we would tear out the asbestos and make purses out of the quilting. It was in there. We just had to look.

5. Don’t accept no only as an inconvenience. There is always a way to do something. Consider the fact that almost all of the clothes we found early on were for men. That forced us to develop a style for women using men’s oversized shirts and belting them—or men’s pants and belting them—that created a brand new look for women.

6. You can’t really make mistakes. Honestly, there’s no such thing as a mistake. If something isn’t working, and there’s no way to change that fact, you just move on.

7. And the final one is: It’s not about winning—it’s about playing!

Be Inkandescent: I have one more request. There’s a story you tell at the end of the book that is one of my favorite leadership lessons. It came to you one day when you were teaching your son to play ball.

Mel Ziegler: My son Zio was just beginning to stand. He was about a year old. And I was tossing him the beach ball back and forth to teach him how to catch. So I set his hands up, and I told him that when the ball comes really close, you just squeeze.

I threw it to him, and to his utter surprise and delight he caught it, and so he jumped up and down and said, “I caught it, I caught it, I caught it!” So I said, “Great, let’s do it again!” Again I set him up and tossed him the ball. This time he squeezed his hands too soon, and the ball fell on the deck, and he jumped up and down and said, “I missed it, I missed it!”

In that instant he taught me that it’s all about playing. Kids can do that, they really see it clearly, and it’s the day that counts. It’s all we have—the journey. We’ve heard it said in many, many different ways. The journey is the goal.

What I learned is what I wrote in the book: “It’s not about winning, it’s about playing.”

The real voyage of discovery consists not in seeking new lands, but in seeing with new eyes.”

– Marcel Proust

The critical ingredient is getting off your butt and doing something.”

– Nolan Bushnell, founder, Chuck E. Cheese's

The less effort, the faster and more powerful you will be.”

– Bruce Lee

Passion makes perfect.”

– Eugene Biro

I have spent a good part of my life convincing people that a blank sheet of paper is the greatest opportunity in the world, and not frightening at all.”

– Marty Skler, executive vp, Walt Disney Imagineering

‎Excellence is to do a common thing in an uncommon way.”

– Booker T. Washington

I don’t do very well without fear. There needs to be a part of me saying, ‘That’s going to fail,’ so I can prove myself wrong.”

– Harry Potter's Daniel Radcliffe

Look at everything as though you were
seeing it either for the first or last time.
Then your time on earth will be filled with glory.”

– Betty Smith

Persist and persevere, and you will find most things that are attainable, possible.”

– Lord Chesterfield

Pain is inevitable. Suffering is optional.”

– Dalai Lama

You must learn to be still in the midst of activity 
and to be vibrantly alive in repose.”

– Indira Ghandi

No man will make a great leader who wants to do it all himself, or to get all the credit for doing it”

– Andrew Carnegie

Promise me you’ll always remember: You’re braver than you believe, and stronger than you seem, and smarter than you think.”

– Christopher Robin to Pooh

If you want to be busy, keep trying to be perfect. If you want to be happy, focus on making a difference.”

– Lisa Earle McLeod

Everyone is a mirror image of yourself—your own thinking coming back at you.”

– Byron Katie

Don’t wait for someone else to lead you to your right life; that privilege—and responsibility—is yours alone.”

– Martha Beck

Your own words are the bricks and mortar
of the dreams you want to realize.
 The words you choose and their use establish the life you experience.”

– Sonia Croquette

Women once had the goal of being Superwoman; I think most of us now simply strive to have a super day.”

– Author, Activist Lee Woodruff

When we speak we are afraid our words will not be heard or welcomed. But when we are silent, we are still afraid. So it is better to speak.”

– Audre Lorde

That which does not kill us makes us stronger.”

– Friedrich Nietzsche

The journey is the reward.”

– Greg Norman

This is the age when magical technologies make more and more radically fun ideas plausible, even easy. You’re only limited by your creativity.”

– Martha Beck

We must be willing to let go of the life we have planned so as to have the life that is waiting for us.”

– Joseph Campbell

You have enemies? Good. That means you’ve stood up for something, sometime in your life.”

– Winston Churchill

You don’t go into a field that requires cracking people’s heads open or operating on something as delicate as the spinal cord unless you are comfortable with taking risks.”

– Dr. Ben Carson

The curious paradox is that when I accept myself just as I am, then I can change.”

– Carl Rogers

Who cares if my glass is half empty or half full; I still have something to drink.”

– Optimism rules

The great use of life is to spend it on something that will outlast it.”

– William James

No one is useless in this world who lightens the burden of another.”

– Charles Dickens

When I dare to be powerful—to use my strength in the service of my vision, then it becomes less and less important whether I am afraid.”

– Audre Lorde

I’ve come to confirm that one’s title, even that of president, says little about how well one’s life has been led. No matter how much you’ve done, or how successful you’ve been, there’s always more to do, to learn, and to achieve.”

– Barack Obama

The awakening to the mystery of life is a revolutionary event; in it an old world is destroyed so that a new and better one may take its place.”

– J.J. Van Der Leeuw, The Conquest of Illusion

When you are asked if you can do a job, tell ‘em, ‘Certainly I can!’ Then get busy and find out how to do it.”

– Theodore Roosevelt

Letting go of expectations is a ticket to peace. It allows us to ride over every crisis—small or large—like a beach ball on water.”

– Martha Beck

Most people never pick up the phone and call. Most people never ask, and that’s what separates the people who do things from the people who just dream about them.”

– Steve Jobs

Only those who will risk going too far can possibly find out how far one can go.”

– T.S. Eliot

Practice kindness all day to everybody and you will realize you’re already in heaven now.”

– Jack Kerouac

Just don’t give up trying to do what you really want to do.
 Where there is love and inspiration, I don’t think you can go wrong.”

– Ella Fitzgerald

‎No one is useless in this world who lightens the burden of another.”

– Charles Dickens

We are all of us born with a letter inside us, and that only if we are true to ourselves, may we be allowed to read it before we die.”

– Douglas Coupland

Education is not the filling of a pail, but the lighting of a fire.”

– William Butler Yeats

Change is a math formula. Change happens when the cost of the status quo is greater than the risk of change.”

– Alan Webber, author, "Rules of Thumb"

The true entrepreneur is a doer, not a dreamer.”

– Nolan Bushnell, founder, Chuck E. Cheese's

The good ideas are all hammered out in agony by individuals, not spewed out by groups.”

– Charles Brower, Advertising Hall of Fame

Hope sees the invisible, feels the intangible, and achieves the impossible.”

– Helen Keller

Only those who will risk going too far can possibly find out how far one can go.”

– T.S. Eliot

It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

– Charles Darwin

Try not to become a man of success but rather try to become a man of value.”

– Albert Einstein

If you wish success in life, make perseverance your bosom friend, experience your wise counselor, caution your elder brother, and hope your guardian genius.”

– Joseph Addison

‎The biggest flaw in our existing theory of capitalism lies in its misrepresentation of human nature.”

– Muhammad Yunus

Be Inkandescent Magazine's Back Issues

Don’t miss the great advice our entrepreneurs have offered in the past. Click below to view our back issues.