With each new art gallery opening, CD release and local product launch, holes get plugged in Boise's creative pool. Instead of flocking to more-metropolitan markets, talented up-and-comers are now making Boise their homebase, drawing national attention to the City of Trees in the process.
Want proof? Take Proof Sunglasses, launched in early 2011.
Founded by Boisean Brooks Dame, Proof has been getting a lot of national attention—The Huffington Post talked about the company's humanitarian efforts, Oprah Magazine asked to feature the sunglasses on its glossy pages, and Victoria's Secret supermodel Miranda Kerr and husband actor Orlando Bloom each asked to be sent a pair.
So what's all the fuss about? The young company fashions its retro frames using only sustainable wood, like bamboo, ebony and lace wood. All Proof lenses are polycarbonate, 100 percent UVA and UVB protected, and there's even the option of having them polarized. To top it off, Proof donates 10 percent of all its profits to charities, like a nonprofit in India that performs sight-corrective surgeries.
In an interview with the gadget blog Kuhvet, Dame repped his Idaho pride.
"You may think we are just Joe Schmoe from Idaho and that's OK. Keep underestimating us; you're just gassing us up. We love Idaho. The community is supportive. It's easy to make connections."