Forward thinking, progressive design, fully committed to balancing environmental issues and sustainability with business objectives — all of these could have been used to describe nau.

I don’t get it. Great ideas are always supposed to prevail.

Their stores were revolutionary, their online experience was beautiful (if a bit clunky to shop but I'm hyper-critical in this area) and their product delivered. It was lead by savvy, former execs from companies like Patagonia and Nike.

What went wrong?