Sticking It to the Status Quo with Kelli Jones of NoSo
You know I love a good origin story, especially one that starts with a personal problem and turns into a full-blown brand disrupting the outdoor industry. This week on Tarin It Up, I’m joined by Kelli Jones, founder of NoSo Patches, the no-sew patch company that’s making sustainability stick (literally).
Kelli shares how she went from being a therapist and accountant to running a growing business in gear repair, what it’s like innovating in a space that doesn’t always welcome change, and how creativity has driven every step of her journey. We get into repair culture, protecting intellectual property, and why she’s not afraid to take risks—or stick it to the status quo.
Listen now 🎧:
From ripped jackets to a radical idea
The concept for NoSo came from a familiar pain point—wrecked gear and no good way to fix it. Kelli wanted a better alternative to duct tape, so she started experimenting with adhesives and fabrics in her garage.
Once her test patches hit 50+ wash cycles and held strong, she knew she had something real. What started as a DIY solution turned into a Kickstarter, and eventually a full-time business that's now found in places like REI, soon to be a Free People partnership and gear stores across the nation + collabs with tons of awesome businesses - like Dovetail Workwear!
Creativity, community, and calling BS on throwaway culture
NoSo isn’t just about fixing gear, it’s about changing the way we think about waste, sustainability, and consumer behavior. Kelli uses graphic art and playful design to shift attitudes and create what she calls “eco badges of honor.”
That mindset has fueled the brand’s collaborations with Dovetail Workwear, Smokey Bear, Lisa Congdon, Rae Ripple, and the Alaska Salmon Sisters—blending creativity with action in a way that makes sustainability actually fun.
Building something bigger than a brand
Beyond the patches, Kelli’s also helped build community for women in business. She co-founded PitchFest with Title Nine to give female founders more access to mentorship, funding, and visibility.
"I don’t need to sit at the table. I make the table."
That quote pretty much sums it up. Kelli’s not just creating solutions, she’s making space for others to build their own.
Why You’ll Want to Hit Play:
✅ You’re into sustainability but also want your gear to have flair
✅ You want a raw look at entrepreneurship beyond the highlight reel
✅ You’re curious about creative business models
✅ You love hearing women talk business, boundaries, and badass ideas
Stay Connected:
🧵 Get Patched!: https://nosopatches.com/
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