At an age when most teenagers are just beginning to explore career possibilities, 17-year-old Holden Bierman is already living his. As the founder and CEO of Coastal Cool, a fast-growing lifestyle and apparel brand rooted in sustainability and beach culture, Bierman is part of a new generation of entrepreneurs building meaningful businesses before they’ve even graduated high school.

Bierman’s entrepreneurial spirit was evident from a young age. “When I was four, I was already setting up yard sales with random things from around the house,” he recalls. While sports and video games never captured his interest, he was captivated by the idea of building something from scratch. “I was always drawn to adults who were creating — launching brands, making an impact.”

That passion materialized into Coastal Cool in 2020, during the early days of the COVID-19 lockdown. With $500 in startup capital from his parents, hours of YouTube tutorials, and a deep personal interest in marketing, Bierman designed a Shopify site, established an LLC, and launched his first collection of beach-inspired t-shirts and hoodies — all from his bedroom.

Though many assumed it was a passing hobby, Bierman had a larger vision. “I believed in the brand from day one,” he says. “Even if others didn’t see it yet.”

By age 14, however, Bierman encountered his first entrepreneurial reckoning. Burned out and uninspired by the product lineup, he found himself questioning the brand’s direction. But rather than walk away, he pivoted — giving Coastal Cool a renewed mission focused on sustainability.

“It was a turning point,” he explains. “I realized I didn’t just want to sell clothes. I wanted to make a difference.”

The brand began producing eco-conscious swimwear and beachwear made from recycled plastics, forming a partnership with environmental startup Tidey. In 2024 alone, Coastal Cool helped remove nearly 20,000 plastic bottles from the ocean — transforming the company’s identity and igniting Bierman’s passion anew.

Today, Coastal Cool ships globally, partners with creators, and sponsors events. Yet the day-to-day operations remain largely in Bierman’s hands, squeezed between AP classes, SAT prep, and the typical pressures of senior year. “There’s a lot of glamour attached to being a teen CEO,” he says. “But people don’t always see the cost — the missed events, the isolation, the adult decisions you’re forced to make early.”

Even so, Bierman remains undeterred. “This isn’t just a business to me,” he says. “It’s a purpose. A platform. A chance to inspire others and create something that lasts.”

As he prepares for graduation and contemplates the next stage — college, expansion, or perhaps even new ventures — Bierman isn’t rushing. He’s focused on the mission: to keep building, keep growing, and keep leading by example.

“I know I’m not a typical teenager,” he says with a smile. “But I’m building something different. And I’m just getting started.”