EP 038 Living Traditional Values and Innovating Indigenous Design with Rico Worl

Rico Worl owns a business in Juneau that aims to distribute money spent on Alaska Native art back into Alaska Native communities. His business is called Trickster for the raven in Alaska Native culture that represents the Creator and is always playing tricks. Trickster began as a skateboard company, so there’s that association too. In fact, the idea for it started when Rico painted his clan crest onto his longboard and skated around Juneau.

Before the pandemic, Juneau saw about a million tourists a year. Many of which purchase what Rico calls knockoff Alaska Native art. A small percent of that money actually goes back to the communities that developed the art form. Rico recognized this and came up with a plan: He would design and sell art that blends modern and traditional styles and make sure the proceeds go back to the Alaska Native communities from which they came.