Tentree plants ten trees for every item bought.

Tentree is a lesson in a promise built into the name. Founded in 2012 by brothers Kalen and Derrick Emsley with David Luba — Saskatchewan-raised founders, now headquartered in Vancouver, British Columbia — the brand plants ten trees for every item purchased (hence “ten-tree”), with Derrick Emsley as CEO.

Its brand identity is casual, earthy and mission-first — everyday lifestyle basics (tees, hoodies, sweats, joggers) in sustainable materials, not technical performance kit. Each item historically carries a registration code that lets buyers see where their trees were planted, and the brand’s stated goal is one billion trees by 2030 — with a live counter well past 100 million.

(Honest notes: Tentree is independent and founder-led, and a certified B Corp. Its plantings are tracked through veritree, a verification platform from the same founders — a sibling venture, not a subsidiary. Its proprietary fabrics are TreeFleece and TreeBlend. And there’s no official brand hex, so the tones here are an unofficial interpretation.)

Tentree lives in a forest-green palette. Click a swatch to copy the hex.

Tentree’s identity is earthy, natural and warm — an ink, a forest green, a bark, a sage, and a bone. The palette leans on a forest green with warm bark and sage — the register of reforestation, nature and everyday-casual eco wear. It signals trees, the outdoors and calm rather than technical brights. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is forest tones signal a nature-first, casual brand. Tentree’s world is a newly planted forest. For designers, it is a reminder that a forest green with bark and sage reads as natural and grounded — right for a tree-planting brand. The takeaways: use forest and earth tones; keep it calm and casual; and treat any single hex as unofficial — using ink for small text so the palette stays natural.

The register is a rounded sans — friendly and natural.

Tentree’s identity carries a friendly, natural, approachable spirit — everyday casual wear and a reforestation mission. A rounded sans captures the mood: it is warm and welcoming, the register of an accessible, feel-good brand. Set in a forest-green palette, the rounded sans feels friendly and natural — exactly the personality Tentree carries. It is warm rather than technical, mirroring casual basics. (Tentree’s real lowercase wordmark is a trademark we describe but do not reproduce, and the exact brand typeface is not ours to use.) Because the mark is not ours to use, the honest description is “a rounded sans spirit,” shown here in a stand-in. The type behaves like the brand: friendly, natural and approachable.

Tentree stands for casual wear that plants forests.

Tentree is a lesson in making a promise the identity. A forest-green palette, casual everyday basics and a ten-trees-per-item model make reforestation the whole brand — friendly, earthy, mission-first. The promise is the differentiator. The differentiator is a casual, sustainable, tree-planting identity.

For designers and brand-builders, Tentree offers a clear takeaway: a mechanic can be a brand. The lessons: build the promise into the name (ten trees per item); make it verifiable (a registration code and the veritree platform); and hold a clear goal (a billion trees by 2030). It is also a reminder to stay accurate: it’s headquartered in Vancouver (Saskatchewan is the founders’ roots), veritree is a sibling venture (not a subsidiary), the tree count is a live counter, and the palette here is an unofficial interpretation. Tentree made a planting promise the brand — proof that a mechanic can be the difference.

Keep Tentree’s identity on hand — save it to a board in the Made Good inspiration library.