Today we’d like to introduce you to Trinia Cuseo.
Hi Trinia , so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Hinterland starting in 2013, initially doing screen printing commercially for other folks as well as putting stuff we wanted to wear – our quirky and irreverent original designs – on American-made t-shirts. As the business grew, I branched out to other so-called ‘soft goods’ as well as stickers, accessories and artist-made housewares and jewelry. In 2017 our friend at Neon Raspberry Art Gallery invited us to share space in their charming brick n’ mortar on the main drag of tiny, picturesque Occidental, CA. Online retail was still our bread and butter but the store provided the conviviality and sense of community we craved. The more folks came to visit the shop, the more we wanted them to stay, to linger and talk and dream and organize for various causes together. That sort of organic, communal experience seemed to favor two types of establishments: bars and cafés. I’m a morning person so…coffee it was. Now that our brick and mortar shop has settled in Portland, OR the shop has slowly but surely–and organically–grown into a very special, physical, community-oriented space.
Aside from the community component, Hinterland additionally specialized in sourcing second-hand apparel for our brand designs. I feel that environmentally this is even better than U.S. made apparel. Everything I’ve read and saw spoke to the fact that there’s just too much stuff in the world, particularly in the apparel segment. From carbon emissions and water used in production, to the difficulty of disposing of the ever-growing mountains of last year’s trends, the garment industry is taking its toll on the environment. An immediate and personal solution I found is taking the focus off of apparel within my little company and shifting it towards consumables. As far as things that can be “used up” go, coffee was and continues to be my favorite: a true raison d’être and certainly the most enticing lure away from a warm bed on a chilly morning. I’ve also worked in the coffee industry in various capacities and so understand how very uncomplicated (not to mention needlessly snooty and obfuscated) it can be. But to me coffee is simple: source an excellent bean, roast it to a desired level controlling for certain environmental factors (okay, this part is a little complicated), and boom, you got yourself the makings of an excellent cuppa joe.
After roasting for over 7 years I feel I’ve got that part down: following the most ethical sourcing practices and roasting micro-batches on my trusty 4 lb roaster, one order at a time. I recently invested in a larger roaster to be able to accommodate more coffee subscriptions and take wholesale orders. Besides personally making a living: the dream is much bigger, much more outwardly oriented: I want to create a place for you, for all of us. The deeply hopeful future I envision for this rad old 1914 building that I’m in is one of an egalitarian space of belonging. More than just a place to grab a quick stimulant fix, I want to provide a place for folks to gather, a place where the money stays within a community of shared ethics and common goals.
We all face challenges, but looking back would you describe it as a relatively smooth road?
After 13 years in business there have been countless challenges along the way. Being a small business is already a underdog situation, now add to that having no capital to start and you’re looking at an uphill battle. Because I was basically starting from nothing I decided I would let the demand decide whether or not I should continue. During our screen printing days I would do one job and use the profits from that sale to buy more materials for the company–and so on, never over extending my abilities or taking on too much and therefore potentially underperforming for a customer.
I’ve had health problems, moved locations, had city construction in front of the shop for 7 months, weathered a pandemic and now I’m weathering…whatever you want to call the trying times we’re currently in. I am self employed, and because I’m working alone almost exclusively that comes with it’s own challenges. My current challenge is contemplating if I should add another partner or employee to the mix.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
The Hinterland brand specializes in irreverent slogans and natural designs. We’re known for our use of vintage and sustainable apparel and the designs are known for being “cheeky.” I think what sets the brand apart from others is my disinterest in being everybody’s cup of tea. I learned early in my life that being palatable was not interesting or even possible and I don’t mind if that costs me some sales because ultimately doing what I want allows me to attract the kind of community and customers that I align with in ways that are important to me. I am political–in these times being apolitical feels like a moral failing. The coffee component is important because it creates a third space that people crave right now, myself included. I am grateful to have been able to create a place people find value and inclusion in.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
Dan Savage’s “Savage Love” Podcast helps me navigate my personal and romantic relationships. Tara Brach’s Podcast keeps me from murdering annoying customers and generally helps me not lose my mind.
I utilized my local SBA in Humboldt County, California when I was first starting the business and I highly recommend finding your nearest SBA and taking advantage of their offerings.
I speak often with my fellow small business owner pals and we share information, there are no gatekeepers in my social circles: we help one another when we can.
Contact Info:
- Website: https://www.hinterlandempire.com
- Instagram: @hinterlandempire
- Facebook: https://www.facebook.com/hinterlandempire
- Other: https://maps.app.goo.gl/Zq4jHhvWWXzgubhFA
Image Credits
Some of the photos were taken by Kait DeAngelis for Hinterland.
