We figured it was time to actually write down one of the conversations Eric and John have all the time anyway — about why Terracea exists, what makes a jacket actually good, and where things are headed next. So members of the team here sat them down, asked them both the same questions, and let them go back and forth. 

Here's how it went.

Terracea came out of a real need — navigating New England weather after growing up in Hawaii. Nearly a decade later, how has that original problem shaped where the brand is today?

Eric Hui: The original moment I had when first having to navigate a Northeast winter still exists in the "why" for Terracea. The brand has shifted from originally making more everyday-wearable ski apparel — the type of clothing I found worked best for the extremes of winter — into a similar but more unique focus on the unpredictability of the outdoors here year-round. As a product-focused business that prides itself on material technology and innovation, we've learned over the past ten years to adjust for what people have asked for in their technical garments: more functionality, modularity and packability, and cutting-edge fabric and insulation technology built for variability.

John, when you first looked at Terracea, what did you see from a product design perspective — and what made you want to be part of where it's heading?

John Holschuh: I saw a beautiful design — outerwear that is distinct from competitors in the market. Once I used the product and moved in it, I was able to form a more complete opinion of what I loved and what I'd change.

In speaking with Eric a few years before we were able to work together, he conveyed his vision of having a year-round solution for product users to enjoy their time outdoors — not only during a specific activity, but at all times. Our shared vision is to make a product that's used in a utilitarian way for daily life.

The brand has always been about not choosing between style and function. Is that tension still as relevant today, or has the conversation shifted?

Eric: I do feel the conversation has shifted, and it took some digging deep into what I valued in the outdoor apparel pieces I wore every day. At first, a more "wearable" technical outdoor product meant dipping into the lifestyle apparel pool — straddling the line between technical function/performance and everyday comfort/wearability with style.

In the past few years, I've realized that this approach ends up diluting the true specialness of what makes a Terracea garment. The aesthetics that define Terracea are built in inherently through functional design and utility. Our style has actually been defined by our customer base as usefulness — like our signature softshell panel pocket, which is also made of a waterproof laminated fabric, versus other brands that include the same feature purely for aesthetics, with material that doesn't hold up in heavy rain. Our defining look going forward will be whatever makes sense for everyday functionality and use, styled around timeless clean lines and useful product silhouettes.

What makes for better apparel? When you're both looking at a garment — whether it's something Terracea makes or something you see out in the world — what separates something truly well-made from everything else?

John: The key answer is usability. Does it perform at peak for your chosen activity, and then does it perform well in an unintended, unforeseen circumstance? We need to create a product that spans between classic and on-trend, so we catch the consumer's eye before they even feel or use the product.

At the end of the day, the product needs to be purpose-driven — utilitarian first, aesthetics second. The solutions don't work if the customer doesn't readily understand how to use them. We're looking to make a quiver-killer in each category — a product so versatile and durable that you only need one.

In some situations, our customers' lives will depend on whether our decisions answered the right questions with our clothing. More realistically, our solutions make their lives more convenient every day, consistently removing one worry from their plate. If we're making a throwaway product, we've failed our customers' trust.

Eric: To echo John — when I look at one of our pieces, or another brand's piece that I admire, it all comes down to construction quality (craftsmanship) and material that feels premium, in terms of both durability and comfort. My definition of well-made is that it has the maximum window of usefulness and versatility in everyday scenarios — outdoor recreational activity as well as "at work" during your day. Being the most ultralight or the most waterproof, at the cost of breathability or comfort, doesn't align with the Terracea mission. From day one, we've always wanted to make the world's best "all-around" products — useful for the most amount of things.

What does the next chapter of Terracea look like — in terms of product, direction, and the people you're designing for? And as new products take shape, there's clearly a push into B2B too. What does that opportunity look like, and why does it feel like the right moment for it?

John: The next chapter really revolves around offering a year-round solution for any environment — outdoors, or in transit to get to that desired place.

Eric: As a startup in the apparel manufacturing world — a tough place to be — the goal for me has always been to turn Terracea into a successful enterprise. Throughout our journey, we've found strong alignment in creating special-edition versions of our products, through custom embellishment, with other organizations and businesses. To build a sustainable future for Terracea, we're leaning more into direct partnerships with these organizations and corporations to help build on our core silhouette styles. This creates some stability in our cash flow cycle, coupled with the fact that our new collection is focused on all-season wear, which can be sold at any time of year.

For more on what Terracea has been up to and where we are going, check us out on Instagram and ongoing updates on the website!