We had been talking about it for months. This idea that a company, in the very real world of consumer products, would function in a radically different way by putting people first and by ensuring we would be a genuine tool for cultural empowerment. It was a beautiful, frightening concept at a very early stage, and it was anyone's guess if it could even get off the ground, so to speak.

Before I answer why Mas Korima, it's probably best to explain what Korima is.  What is Korima? Korima is a cornerstone principle of Tarahumara / Raramuri society. Literally translated, it means “circle of sharing”. In Tarahumara culture, it is the community, rather than the individual, which is the owner of pretty...