About At300Nelson
About Courtney Krug, Founder & Designer
My journey as a designer began in Gainesville, Florida, where I was formally trained in fine art, drawing, painting and graphic design. Following my passion, I further pursued design in fashion at The Otis College of Art and Design in Los Angeles, where my love for textiles took root.
During solo explorations between Florida and California in my early twenties, and later with my husband Jake, my vision of merging design, fabric and environmental consciousness began to crystallize. Additionally, my retail experience at Becker Surfboards and Madewell helped refine my creative voice and develop the business acumen that would eventually shape At300Nelson.
Finding My Calling
My "a-ha" moment happened while driving along A1A on my way to Amelia Island to see my Dad. I find headspace in long drives. He was fighting a rare type of cancer that he wouldn't come back from, and I spent my days off driving up to be with him to maximize our time together, with Deacon, our second Akita rescue, in tow.
We would have conversations about entrepreneurship and exemplars such as Hobie Alter and Steve Jobs, tossing around potential ideas. There was this one day when it all came together on the way to see him in the hospital. I realized what I really wanted was to create this sort of building block, celebrating art and the environment, creating joy and building a brand. In fashion design, I was so drawn to the draping and movement of fabric. Adding print, color, and pattern adds another dimension.
I remember when I told him, and he said "that's it! I love it."
Of course, it would be several years later when the initial collection was ready for the main stage. My time in Santa Cruz, for so many different reasons, gave me the final push I needed to realize this dream and get the ball rolling.
I wish my Dad could see what I've built, but then maybe he already has.
Inspiration on the Road Less Traveled
The concept for At300Nelson took definitive shape during my residency in the picturesque Santa Cruz Mountains. Long drives along the PCH and winding Highway 9 fueled my inspiration and approach to textile design.
One of my most memorable inspirations came when Jake had just brought in a Steyr Puch Pinzgauer 710K Radio truck. We were knocking the bugs out and driving it around San Clemente, Dana, and San Juan Capistrano, where we were living at the time. After meeting up with some friends who love all things hot rods and old cars, we decided to head out to the Ortegas and drive on the highway. A lot of twists and turns on those winding roads. It's a good thing Jake's really good on the curves in an old, distributor-driven military truck. This was one of the first ones he converted into a camper for us. The history that's in these trucks is incredible.
These experiences, combined with surfing ventures and explorations of the rugged West Coast and desert landscapes, influenced my unconventional approach to textile patterns, challenging traditional styles with a touch of spontaneity and the spirit of the road less traveled.
We're only limited by our own perspectives. Living on both coasts, exploring along the road less traveled has shown me so much. I'm grateful to have so many mentors who are creatives and small business owners outside of the textile industry. Watching them create their own paths and realize their dreams fills me with energy and gratitude. It's helped me keep an openness and authenticity to my art, brand and business.
Design Philosophy
I don't feel an obligation to follow or cater to current trends and rules. I'm not intentionally working to ignore them or go against the grain. It's just who I am. If what I'm drawn to is on trend, it makes me a little nervous that it might be overdone. I'm sure you can think of a few overplayed styles. That said, good design outlives the trends.
When someone looks at my work, I want them to see the intersection of the tangible and intangible. I want to inspire individuality, freedom, and confidence.
My designs reflect a convergence of natural and architectural influences, demonstrating what I like to call "addition through subtraction." I create harmonious contrasts of energetic, playful designs that layer seamlessly together through thoughtfully restrained palettes.
Artistic Approach
I'm not limited to one type of media. The media I use for each design is inspired by the subject and it's often mixed. My overall process from art, to repeat, to finished good, is sculptural. I create and live in the push and pull between restrained technical illustration and reckless abandonment in painting. Through painting, I am forced to let go and trust, enjoying the journey. In drawing, I battle with letting go.
One of my greatest design challenges was stepping away from my degree in fashion design, realizing that was too specific for me and not my optimum place. Sewing is not my strength. I have productive and informed conversations with my partners, but for me it was really about the art, the fabric, and its movement as well as a longer life cycle and extended possibility.
Watching my friends step into design jobs at our dream brands while I stayed in retail on the front lines to pay the bills and carve my own path had its moments. It still does. Stepping away from what I had worked so hard for was a decision that was so difficult, but it's brought me to this current point. I always say that we're exactly where we're supposed to be, at this particular moment.
The At300Nelson Aesthetic
If you asked me to describe my aesthetic to someone who has never seen my work, I'd say it's inspired and free-spirited, with honesty in the imperfections. Intentionally designed to be layered freely with both the environment and human in mind. The patterns and palettes mix and mingle effortlessly or stand alone confidently, sparking joy and conversation in any space.
Personal Influences
My husband Jake's work has a significant influence on my designs. It's always hard to explain what he does when someone asks. I can best describe it as... if you wanted to drive to Patagonia in a completely self-sustaining expedition vehicle, he's your guy. All of his builds are truly one-offs, designed with the client, terrain, and vehicle in mind. He specializes in old Rovers, Unimogs, Gelandewagens, Pinzgauers, etc. I'm so fascinated by his knowledge of what the trucks were, where they've been, and where they can go. He's truly a visionary.
I was working with Sindy Gonzales (@verance_) for the table linens lifestyle shoot and while we were getting to know each other personally and professionally, there was this shared a-ha moment where we realized how much his work influences mine from the Belgian materials to the way that I build patterns, and so on.
Growing up, I spent any time outside of school in the water, surfing or fishing with my brother and Dad. Now you can still find me surfing or swimming in a nearby body of water, a true Pisces. I thank Jake for introducing me to the road less traveled. Adventures with Jake, the pups, and our trucks have broadened my horizons and ignited another side of our passions. It's a wild life and we love it.
Today, from my studio on the outskirts of the nation's oldest city, Saint Augustine, Florida, I continue to draw inspiration from my bicoastal experiences, creating textiles that tell stories of exploration, environmental stewardship, and mindful craftsmanship.
