That Field Notes has become coveted by collectors—some willing to pay upward of $300 on eBay for rare editions of the brand's utilitarian memo books—is a surprise to creator Aaron Draplin. Founded in 2007 with just 200 handmade notebooks, the company now produces roughly 75,000 per run and last year sold almost half a million of them.
"Each year it's grown and now it's to the point where it's a bit of a monster," said Draplin. "There's something charming and awesome about where this thing has gone. It's just paper and staples."
Draplin, who made the first edition as presents, says he created Field Notes because he couldn't find a sketchbook he liked. The 48-page mini logs, which are printed and manufactured in the U.S. and come in packs of three, are designed to look like the promotional notebooks tractor companies would distribute to farmers in the 1920s. Co-founder Jim Coudal explains that as American-made fashion and back-to-basics hipsters came into vogue, Field Notes found its way into the mainstream.
Now well-known enough to do exclusive runs for Levi's and Starbucks, the books are available in 1,400 stores, from bait shops to barbershops, but Field Notes does the majority of its sales online.
"The success of the brand lies not just in the style of the design itself, albeit clean and thoughtfully crafted, but in the lifestyle it evokes," said Adam Walko, creative director of Safari Sundays.
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