You’re So Fly: Devin Pendergast

1. Tell us a little about yourself! What inspired you to start For the Trees, and how did your entrepreneurial journey begin?

I believe the best businesses come from real problems. For me, it started with something simple: I couldn’t find a deodorant that worked. Everything I tried gave me a rash, even the “natural” ones, which were still full of chemicals. On top of that, I was frustrated by the constant waste and high cost of the available options. I hated the rash, I hated the plastic, I hated the waste, and I hated the cost.

I had had enough, and finally I decided to make my own.

I spent the next 3 months formulating a deodorant under countless stress tests until I made something that worked. Friends noticed and started asking for it, and I realized this could be bigger than just solving my problem. It was an opportunity to create something better both for people and the planet.

That’s how For the Trees started.

2. For the Trees has such a powerful mission around sustainability and giving back—can you share more about your “practice over profit” philosophy and what that looks like in action?

Spending time outdoors has always made me feel deeply connected to the environment, so seeing how much waste and harm are baked into everyday products never sat right with me. I didn’t want to build just another company; I wanted to build something that actually does the right thing.

For The Trees is built on “practice over profit.” That means making decisions based on impact first. We use zero plastic, design everything for refill, and commit 100% of net profits to environmental causes.

The goal is simple: when someone buys from us, they’re not just getting a product, they’re actively participating and contributing to creating positive impact for our planet.

3. As a young entrepreneur in Winston-Salem, what has your experience been like so far? What challenges or opportunities have shaped your journey?

My experience as a young entrepreneur in Winston-Salem has been incredible, and I realize that the people and the city have enabled all of the success so far. The community support is something so unique and special that I feel helps drive success, and all of the resources available have been pivotal to the success of For The Trees.

Starting a business in this state, and especially this area, has been critical to the success of the company, given the cost of business, the resources available, such as Flywheel, SCORE, the SBTDC, Winston Starts, and so many more, have been key to driving For The Trees to where it is today

4. How has being a member of Flywheel supported your growth, and what does this community mean to you and your business?

Flywheel has been a huge part of my growth, mainly because of the people. The community is incredibly supportive, but also honest, willing to share feedback, ideas, and real insights that help you get better.

What I value most is the culture of connection. I genuinely enjoy helping others, whether that’s sharing resources or making introductions. Being part of a community that celebrates each other’s wins and supports the journey makes a big difference, both personally and for the business.