As clean technology faces renewed political headwinds, heat pump maker Quilt is taking an unconventional approach to building consumer advocacy. The California startup, which caught our attention earlier this year with its design-forward heating and cooling units, just launched a capsule collection of retro-style branded apparel, including sweatshirts, pants, socks and hats.
The move represents a savvy pivot in how climate-tech companies engage with end users. While heat pumps have traditionally been viewed as utilitarian background infrastructure — equipment is often selected by HVAC contractors rather than homeowners, so incumbent manufacturers historically focused on trade relationships — Quilt is positioning its products as consumer-facing lifestyle choices worthy of declaration. The apparel line transforms an invisible home upgrade into a visible statement of values, tapping into the rise of ”climate dads” and others eager to advocate for clean energy solutions.
The timing is particularly pointed given the uncertain future of clean energy incentives. With Donald Trump vowing to dismantle the Inflation Reduction Act’s tax credits and rebates in his second term — in line with populist politicians in other parts of the world — companies like Quilt are racing to build mainstream momentum for heat pump adoption while government support remains. By making climate action fun, communal and identity-driven rather than merely sensible and ”the right thing to do,” brands can ensure that sustainable choices maintain their appeal even as policy tailwinds shift.