/Our Story
Our Story 2017-07-02T03:30:14+00:00

Off the Rack and On Their Back:


Keenly aware of the growing homeless population Jeff Gates sees a way to turn the burden of apparel manufacturers into a blessing for the destitute.

Beginning Saturday, April 22, Earth Day, a dynamic entrepreneur launches a mission to clothe one million homeless. With the help of national garment manufacturers like Righteous Clothing Agency and Richardson, makers of headgear, supplying garments that do not meet the acceptable apparel standards, an abundance of clothes will be made available for not only the homeless but also shelters for runaways, domestic abuse victims, and other non-profit agencies.

Founder and CEO, Jeff Gates’ experience as a former Executive of Foot Locker, exposed him to the mishaps; thread pulls, fabric dye mismatches, and other textile issues, inherent in the apparel industry, traditionally 1 to 3% of produced goods. These “not-fit-for-the-rack” rejects result in an unavoidable accumulation of waste by clothing manufacturers. Consumers also contribute to the problem. In America alone, a staggering 85 per cent of our collective apparel ends up in landfills — accounting for over 10.5 million tons of clothing. This endless cycle kept Gates up at night. An answer was out there but What?

“I just had to figure out a way to put the waste from the apparel industry to good use,” says Jeff.
The answer: provide environmentally conscious, anti-establishment fashionistas with apparel they can feel good about purchasing and wearing. Utilizing the profits from those that want and funneling to those in need and partner with my manufacturers to join the cause.

Over 60 garments, in a variety of designs, from headbands, T-shirts, sweatshirts and caps are made in the U.S. and available for purchase to subsidize this effort. With What? emblazoned on every item, the wearer is reminded that they are providing for at least one homeless person, while preventing the accumulation of waste in landfills.

What? apparel can be purchased online at www.what.clothing or on their Facebook page https://www.facebook.com/What-Clothing-320113355052345/