Grassroots California set out to start a movement, and on the celebration of its seven-year anniversary, you could say it has succeeded.

Grassroots California set out to start a movement, and on the celebration of its seven-year anniversary, you could say it has succeeded.

If you’ve ever set foot in a music venue or attended a festival, chances are you’ve observed a germinating seed embroidered on flat-billed hats that adorn the heads of the music faithful. The ubiquitous Grassroots logo has become a mainstay within the music ecosystem, at times itself becoming an idolatry spreading community and offering a safe haven for music collector pins.

Grassroots is now sold in all 50 states and 20 countries with storefronts in Denver, Chicago and Barcelona. The hats display the logos of such music heavy hitters as STS9, Big Gigantic and Method Man. And the company’s philanthropic mission continues to thrive, as it donates a percent of sales to partnering charities and organizations.  The business truly transformed into a movement, exactly like founder Ryan “Ruga” Connolly set out to accomplish seven years ago when he sold hats out of his Toyota Tundra.