When Mike Natenshon’s girlfriend threw away one of his favorite tees, it changed his life.

He searched far and wide trying to find a T-shirt with the very look and feel of the one he used to love, but he couldn’t find anything quite as soft. That is, until he realized he could make it himself.

“It turned into a full-fledged obsession with fabric and how to make something as soft as possible,” says Natenshon, the founder of retailer and promo supplier Marine Layer (asi/68730).

Mike Natenshon (shown here with his two daughters) has brought sustainability and retail fashion into the promo industry with his company Marine Layer (asi/68730).

That sense of curiosity, entrepreneurial spirit and a desire to leave the world better than he found it have defined Natenshon’s professional journey, helping shape Marine Layer into one of promo’s trendiest brands.

Natenshon never expected to work in apparel. He studied economics in college and went on to attend business school before taking a job in finance. But he did it because he thought it was what he was supposed to do, not because it’s what he wanted to do.

So when Natenshon’s then-girlfriend (now wife) threw out that ratty old tee, it set him on a new career path, and he’s never looked back. Natenshon and his best friend from high school, Adam Lynch (the brand’s chief operating officer) concocted a plan to build a clothing brand that would turn the apparel industry on its head by combining comfort and simplicity with retail innovation and a tactile, in-store shopping experience. Natenshon learned everything he possibly could about textiles, patternmaking and fabric, and eventually came up with a blend of supima cotton and micro-modal that became the company’s signature fabric.

Today, the brand boasts a robust omnichannel retail operation with more than 45 brick-and-mortar stores, a ship-from-store option and an e-commerce engine. It’s also an unlikely promo success story, thriving in a commoditized category (T-shirts) where affordability is often top priority.

“We knew who we wanted to be from the start and initially many of our customers didn’t think that the promo industry could support our price point,” explains Andrew Graham, vice president of sales at Marine Layer, who helped build the brand’s promo arm. “We’re selling $20 tees in a sea of $1-$5 competitors.”

But after gaining interest from its growing customer base of tech companies and startups in San Franscisco, where Marine Layer is based, promo felt like a natural fit. “Once we learned more about the industry, we wanted to stake our claim as the go-to premium apparel brand name option in the space,” Graham adds.

Natenshon (right) with Marine Layer COO and cofounder Adam Lynch (left). The best friends from high school started the company together.

There were growing pains as the supplier learned the nuances of the corporate channel. But the company found its footing, and continues to work with distributors directly at a time when consolidation has defined the promo apparel space. “We work exclusively with promo [distributors] directly. We aren’t distributed by any major supplier nor do we work directly with any end clients,” Natenshon says. “We want to give our distributors access to a brand-name partner without any interference or fear.”

Natenshon has woven sustainability completely into the fabric of Marine Layer’s mission. The brand’s styles have always been designed with sustainability in mind, using low-impact materials such as hemp, recycled and upcycled cotton, linen and recycled nylon. By 2030, the B Corp says 75% of its styles will contain at least 30% sustainable fibers. “We’re always looking to use sustainable or recycled fibers in as many products as possible without sacrificing quality, softness or price,” Natenshon explains.

Beyond that, Marine Layer has pioneered an avant-garde program that demonstrates the viability of the circular economy. Through its “Re-Spun” initiative, which allows customers to send in or donate old clothing from any brand, the company has diverted 735,000 pounds of textiles – roughly 1.8 million T-shirts – from landfills to date.

“We’re always looking to use sustainable or recycled fibers in as many products as possible without sacrificing quality, softness or price.”

But it’s not solely his smart business acumen or his commitment to sustainability that set Natenshon apart. He doesn’t subscribe to conventional wisdom and won’t take no for an answer without solving the problems standing in the way. He also holds his team to high standards while still knowing the importance of having a good time.

“One of the most important things about Mike and his leadership style is ensuring that we all have fun while hustling hard to build this business,” says Graham. “Mike runs a lean organization that encourages people to do more than just what their job description says. Because of this, we’re able to continue stretching and taking our brand to new heights.”