landscape view of a field and mountains

Native Initiatives

Faherty's Commitment

We believe that in order to heal the planet and its people, power must be restored to Indigenous communities. For years, the fashion industry has exploited and appropriated Native prints — and for years, so did Faherty. Now that we know better, we must do better. Faherty is committed to actively educating ourselves on Native history and erasure, listening to Native leaders and teachers, holding our team accountable, and continuing our anti-racism work. It is now part of our mission as a brand to model a mutually beneficial relationship between Native artists and non-Native companies for collective healing — one that mutually restores their land, communities, and stories. To that end, Faherty continues to partner with Native and Indigenous designers, hire Native interns, host a Native Board member, and work with Native-led non-profits. We, as both a company and as individuals, have been beautifully and powerfully changed by these relationships, and we are excited to share these initiatives with you.

In order to make systemic change, ongoing partnerships lend themselves to a greater impact so that communities can utilize resources on a greater scale.

Meet the Native Designers

ThunderVoice Eagle

Lehi ThunderVoice Eagle is a Diné and Totonoc artist who uses his work as commentary for issues currently facing the Native community and sees it as a powerful tool to push conversations forward. He segued into fashion when he learned the harmful impact of fast fashion on the earth. Create, reuse, repurpose, and reharmonize with the land is the ethos of his company, ThunderVoice Hat Co.—an antidote to fast fashion. Rather than craft new hats, ThunderVoice Eagle hand sources vintage original Navajo brim hats and repurposes them with found and second-hand elements like Buffalo nickels and old leather saddle straps. The only new elements are the liner and sweatband. He sees every hat as the continuation of a story. His clothing designs similarly tell meaningful stories of his people and the land. Many of the patterns he’s created with Faherty take inspirations from the colors of the land his family grew up on around Arizona and New Mexico.


Bethany Yellowtail is an enrolled member of the Northern Cheyenne Nation raised in the Mighty Few District of the Crow Nation (Southeastern Montana), and is the creative mind and founder of the LA based apparel brand B.YELLOWTAIL, and B.YELLOWTAIL Collective – a brand initiative to support Native Americans, First Nations, and Indigenous Entrepreneurs. In a world where Indigenous images are often stolen and misappropriated, Bethany serves as an unapologetic arbiter of authenticity; a genuine voice who seeks to empower through design and representation.Aligned with B.YELLOWTAIL’s shared values, we are creating an industry-leading alliance that allows for Authentic Native design and representation to lead the way, while prioritizing equitable Indigenous partnerships. We are thrilled to announce that through each season of 2021-2022, we will be releasing special collaborative designs. These designs will offer positive economic impact for Indigenous makers and their families, giving way to a new standard of directly investing in community. These designs also open up a window for non-Native people to learn more about Native culture, art, and activism.

“In 2019 we met with Kerry Docherty – Co-Founder of Faherty, and instantly knew we found a kindred brand driven by meaningful design and a thoughtful approach. With a passion for uplifting community, this family-owned company echoes our own ethos. Inspired by their commitment to do better by Indigenous peoples, we set out to join forces. Together, we are creating the change we wish to see in the fashion industry and beyond.” – Bethany Yellowtail

Doug Good Feather

Doug, Wiyáka Wasté of Standing Rock Indian Reservation (home to Sitting Bull) is the founder of Lakota Way Healing Center. He is a Lakota speaker, Spiritual man, a two-time War Veteran, Stage and Screen Actor, International Cultural Ambassador, Grammy Award Winning Lakota Singer, Pow Wow Fancy Dancer, a Father, Psychologist and Counselor, a 20 year recovering alcoholic, and a Sun Dancer. The mission of the Lakota Way is to promote spiritual connection and wellness through indigenous ways of healing and spirituality. It is based on the indigenous Lakota spiritual values and virtues. We integrate the wisdom of the elders and the healing energy of ceremony to assist in recovery and give assistance to spiritually disconnected people that are suffering and at the crossroads of their life. They focus on programs that support health, wellness and ceremonies that spiritually connect us with Mother Earth and our ancestors, and are a 501(c) 3 non-profit organization dedicated to helping people with trauma, addictions, homelessness, illness and PTSD to re-balance themselves through indigenous Native American spirituality.

man standing outside with our native collaboration blanket over his shoulder man standing outside with our native collaboration blanket over his shoulder

"Through my relationship with the Faherty’s, Lakota Way Healing Center has been able to purchase over 160 acres of land. This relationship is not about partnership as much as it is about familyship, supporting each other in good times and trying times. The new world is where different communities, organizations, and companies work together to create Good Medicine."  -  Doug Good Feather

Steven Paul Judd

Steven Paul Judd is a Kiowa-Choctaw artist, writer, and filmmaker. Judd's artistic style combines pop culture with Native tradition. He is a prolific visual artist whose mash-ups of Native experiences and disposable American pop culture are sly and often downright funny. His creations include paintings, prints, poster art, photography, and clothing designs. When coming up with the design Judd wanted to have a design that represented both of his tribes, the Kiowa (Cáuigù) and the Choctaw (Chahta). The triangle images you see are inspired by the diamonds or half-diamond patterns that are woven into the trim of traditional clothing worn by both men and women. They are a nod to the diamond back rattle snake. In the very center you will see a teepee shape, this is the beadwork symbol for the teepee and it is there to represent his Kiowa side. On the tail of the bird you will see an almost abstract depiction of a horse head. one facing left, one facing right. This is also a homage to his Kiowa side.

Steven Paul Judd wearing one of his Faherty Brand collaboration cardigans.

“The six dots you see next to the diamonds (three on each side) represent my family. Mom and Dad, my two brothers, sister and myself. The Thunderbird itself comes from an old Choctaw story I once heard. The way it was told to me, the Thunderbird wanted to warn the people on Earth when bad weather was coming, so they would roll their egg off the clouds making the thunder rumble and they would fly down so fast to catch the eggs it would cause the lightning you see.” - Steven Paul Judd

Faherty x Indigenous Art

We want to acknowledge that our Faherty stores are on Native lands, and we are proud to feature Indigenous murals and art in and outside of Faherty stores.

man standing against a native inspired wall mural man standing against a native inspired wall mural
Faherty Austin Store

Steven Paul Judd (Choctaw & Kiowa)

“I incorporated something that represented both of my tribes. The red triangles represent the ‘diamond pattern’ that you see in Choctaw clothings and the teepee is to represent my Kiowa side”

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Faherty Seattle Store

Crystal Worl (Tlingit Athabascan)

‘The Chief, His Son Raven, and The Sun’ by the Tlingit Athabascan artist who designs pop-style public art in Seattle and Alaska, fusing traditional and contemporary design, color, and materials. “A long time ago the world was dark. There was a chief that owned a cedar bentwood box. Raven had heard about this box and was curious to open it. And so Raven transformed into a Pineneedle which Chiefs daughter consumed while drinking water. Nine months later the daughter gave birth to Raven in the human form. After winning over his heart, the Chief allowed his grandson Raven to play with the box. Raven grabbed the lid of the box to open it and as daylight emerge from the box, human Raven transformed back into bird form. Raven grabbed the sun that was in the box and flew out with it in his beak. Raven flew into the sky and released the sun and daylight was gifted to the Earth. One side of the Mural depicts a human figure with hands, this is Raven in the human form. On the other side of the wall is a mural of Raven with the sun in his mouth.”

Introuducing Faherty Board Member Crystal Echo Hawk, founder of IllumiNative

Crystal Echo Hawk

Crystal Echo Hawk is an enrolled member of the Pawnee Nation of Oklahoma and President and CEO of IllumiNative. IllumiNative was founded by Crystal Echo Hawk, President of Echo Hawk Consulting, and a group of respected Native artists, thought leaders and allies, to capitalize on the findings of Reclaiming Native Truth (RNT) – the largest public opinion research and strategy setting initiative ever conducted for, and about, Native Americans. The data presented in RNT concluded that pop culture, media and K-12 education drive and perpetuate the negative stereotypes and myths and has led to the erasure of Native peoples. Prior to leading IllumiNative and Echo Hawk Consulting, Echo Hawk served as the Executive Director for the Notah Begay III (NB3) Foundation from 2009-2014.

woman standing outside wearing long fringe earrrings woman standing outside wearing long fringe earrrings

Understanding the Difference

At Faherty, we use both Native and Indigenous terminologies for different reasons. Native refers to Native Americans, a term that identifies the Indigenous peoples’ of the Americas. This term is mainly used in relation to the Indigenous people of North America, specifically in the United States. Indigenous is a term used to identify the first peoples of any region. Indigenous is used globally and is not limited by regional location. Because our ongoing partnerships extend beyond North American regions, our collaborators are from both Native and Indigenous communities.

Sun Sessions with Our Friends

Introducing the talented artists, musicians, writers and models within Native and Indigenous communities that have shared their beautiful performances with us for our Faherty Sun Sessions series.

Faherty’s Paid Internship Program

Faherty is proud to offer ongoing paid internships for Indigenous youth in our various departments (sales, marketing, design, productions). To learn more about this program, stay tuned for our announcements on active recruitments.