How We Work

Building Virtue-Driven Consumer Brands


In today’s commercially-driven world people are more likely to be seen and referred to as “consumers” than anything else. Instead of being met with resistance, this shift has often meant that individuals have formed their identity through a composite of brands, and product purchasing can be guided more by the desire to make a statement about one’s identity and values than strict utility. As a result, the lines between social movement, capitalism, and community are increasingly blurry (see: Nike, Whole Foods, and Patagonia).

Given this reality (which is with us for both better and worse), we’d like to support entrepreneurs with a vision for building brands with a counter-culturally virtuous and optimistic view of the world, spreading hope and beauty, eliminating stigma, and most fundamentally, redirecting our identity away from materialistic consumption and toward lasting contentment.


Praxis Ventures

Ventures within the Praxis community working on this ORI.

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Jonas Paul Eyewear

was created to reverse the “four-eyes” social stigma for young kids with eyeglasses, creating fashion-forward eyewear for children and teens (Ben Harrison & Laura Harrison, Business 2015).

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Darling Media

created a brand that promotes the virtues of womanhood, including the first print magazine to eliminate photoshopped images, changing the narrative in an industry that creates difficult standards to live up to (Sarah Dubbledam, Business 2019).

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helps people become content with the clothes already in their wardrobe, eliminating the need for consumption-driven fast fashion (Blake Smith, Business 2018; acquired).

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Inform and refine our thinking, alert us of ventures working on this ORI, submit your own venture ideas, or send us resources to review.

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Stories from the Praxis community.

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