Muriel Bartol Made an Unexpected “SWRVE” – and Co-Founded an Outdoor Apparel Business

Name: Muriel Bartol

Business:  SWRVE

Location: Los Angeles, CA

Launched: 2005

Muriel Bartol and her husband, Matt Rolletta, have always loved biking for recreation, for transportation and to get to know their surroundings at a slower-than-a-car pace. But a few years back, Matt was struggling to find a single pair of pants that he could wear throughout his typically active day when he cycled to school, to work and out to meet friends. So Muriel and Matt designed a pair of functional, durable, stylish “knickers,” imagining they might one day sell a few pairs to friends. Instead, thanks to a mention in the New York Times, they were suddenly swamped with orders. Today, Muriel and Matt are still basking in the entrepreneurial glow of unexpectedly launching a successful outdoor apparel business.

Muriel, you didn’t set out to become a small business owner. Tell us about your journey starting SWRVE.

I had just finished grad school after previously running an art gallery and working in the art industry. Matt and I didn’t intend to start a business, but it’s been an amazing adventure. One of the best moments happened about two years after we had the initial idea for the company. I looked at the numbers, our strategy and our goals and realized we could quit our day jobs and get our fledgling company off the ground. That epiphany was so exciting.

What’s the mission of your company?

At SWRVE we want to make the most durable, functional and eminently wearable apparel possible. Our business goals are to continue to grow sustainably, provide an unparalleled customer experience and bring joy and excitement to our customers’ outdoor adventures. Our primary customer base is men who love playing outside. Men like Matt!

We think about small but important details that make our products comfortable, safe and high-performing. For example, the bike pants have a roll-up cuff with a built-in reflector strip. Our full-fingered gloves are articulated at all the major knuckle points. We use carbon-fiber for knuckle protection and build conductive fingertips, so you can swipe your phone with your gloves on.

What has been most surprising about starting your own business? 

I’ve discovered that somehow, things always work out! I don’t know exactly how it happens (well, of course, we do a lot of work and put a lot of thought into things and just keep at it), but whenever we face a challenge, we always find a way forward.

It seems like we often figure out a solution when we’re doing something completely different. That’s why it’s important to take time off, travel, hike and do something besides work. It helps you recharge, and it also allows your brain to think differently about problems. Sometimes you find solutions you would never have thought of when you’re mired in the day-to-day.

What do you love about working in the outdoor industry? 

The people. The passion people have for the outdoors suffuses the entire industry. Our customers are the best. And there is such an energy and sense of fun at trade show events that we look forward to them every time.

What shifts or changes are you noticing in the outdoor industry? 

One major shift is one we’re part of -- the shift to making outdoor apparel part of everyday wear. In the past decade or so there have been major innovations in fabric technology which has produced highly technical fabrics that look like more traditional materials. For example, our denim is infused with CORDURA® to make it super durable, breathable and quick-to-dry. It has stretch not only for comfort but to allow mobility when doing any kind of activity. This basic principle extends to every piece in our line. All of our garments start with the technical details of the fabric. From there, we design garments that make the most of those features, and we add style and design elements to take them even further.

What do you know now that you wish you known when you were starting out in business?

We’ve never taken ourselves too seriously, perhaps to a fault. There were opportunities we probably didn’t explore because we felt we weren’t “ready.” I know we’ve pushed ourselves and worked really hard, but I wish we had taken ourselves a little more seriously earlier on and allowed ourselves to consider jumping ahead two or three levels at a time.

What keeps you going on a tough day? 

A vigorous hike in the incredible mountains of the nearby Angeles National Forest always fills me with energy and new ideas.

Muriel, what do you find particularly satisfying about running your own business? 

I love being able to create the atmosphere I want at work. It’s important to me that our employees are happy and comfortable. I know that when I don’t feel that way, I get frustrated and burnt out. In a world where it seems like “success” means squeezing every last ounce out of employees, I prefer an environment where people are empowered to do their best work and motivated every day to do it.

Now it’s your turn

QB Community members, what keeps your spirits up and your creative juices flowing even after a tough day?

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