We had the good fortune of connecting with Lily Virden and we’ve shared our conversation below.
Hi Lily, what was your thought process behind starting your own business?
It started with the coordinates of Lake City, 38.0300° N, 107.3153° W, to create the brand name, 38° North. With that, the goal was to bring contemporary merchandise to the community. Having grown up in Lake City, I wanted to bring a product that would represent the beautiful landscape of our county while contributing to our local economy. 38° North is a lifestyle brand proudly representing our small mountain town. Celebrating movement in our mountains and the love for our community.
Let’s talk shop? Tell us more about your career, what can you share with our community?
I am a full time kindergarten / 1st grade teacher at Lake City Community School. It is an honor to be a part of our public school, working with local families. Walking with children on their education journey is exciting and challenging. To be able to work with students in a small town is directly rewarding and inspiring. Along with teaching, I wanted to engage with our community in a fresh way. I have always loved traveling and wanted to create a product that people coming here as tourists, or locals adventuring near or far, could use and be excited for. 38° North was the perfect avenue to connect with and celebrate the small mountain town where we live. It also provides opportunities to work with businesses, artists, events, locals and visitors. Immersing myself in multiple avenues through retail and education, connecting with the people that cherish this area is what I love the most. My hope is for 38°North to connect people to this small mountain town that we all revere.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Coffee at home to start the day from local, Refuge Roasters and donuts from the Lake City Bakery
A long hike in the backcountry
Lunch outside at Packers Saloon
Ice cream at the San Juan Soda Fountain
Kayak on Lake San Cristobal
Beer at Lake City Brewing Company
Dinner at the Wrangler
Flick at the Mountaineer Movie Theatre
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Jessy Moreland, 38° North’s custom designer, who provides annual linoleum block prints since the company’s inception through a steadfast friendship with the owner, Lily Virden. Each print has a deep connection to the Lake City area and the different ways to enjoy the outdoors.
Kristen Hartje and Mike Carson, Occidental Owners, brick and mortar shop location
Pats Screen Printing, screen printer
Embroidered Sportswear, embroidery
Jennifer Swift, Swifthaus Design, logo design
Carolyn and Phill Virden, all the support
Caitlin Rhodes and Shawn Arthur, shop and gear support
Ian Hall, Ellie Mills, Martha Reinhardt, first employees
Rebecca Hall, Martha Reinhardt, Jen Reinhardt, and Mandy Caldon, the original brainstorm / support team
Website: www.38degreesnorthLC.com
Instagram: instragram.com/38degreesnorthlc
Facebook: facebook.com/38degreesnorthlc