Planet Positive sun hoodie pre-orders close in 27 days Pre-order a hoodie
Resilient by Design Pre-order a hoodie

Clean energy. Healthy planet.

We're three founders building businesses that make the land and the people who feed us more resilient. Our first venture, solar on farms.

Pre-order a hoodie See what we're building

Check out our special offer: Electra's Planet Positive sun hoodies protect you outdoors and give us a boost as we build our first venture, Farm Solar Fit.

Watercolor of a neighborhood at sunset, with solar panels on the rooftops and children riding bikes down the street
Cows and a sheep grazing under raised solar panels at sunset, with a farmer and dog on the path and wildflowers in the foreground

Agrivoltaics

Agrivoltaics combines farming and solar power on the same land. Panels are elevated or spaced so crops can grow, sheep and cattle can graze, or pollinator habitat can thrive beneath and between the rows.

The farmer gains a steady second income or reduces their costs, and can still keep farming. Shade from the panels can also reduce heat stress on animals and some crops, and improve water retention in the soil.

Electra's role

Farm Solar Fit is a farmer-first tool that shows whether agrivoltaics fits a farmer's land, and the steps needed to make it happen.

Visit Farm Solar Fit
Stacks of retired solar panels at a recycling yard at sunset, with workers driving forklifts

Solar Circularity

Solar panels last about 25 to 30 years, and the first large wave of them is reaching the end of that life. Solar circularity means keeping those materials in use through reuse, repair, and recycling.

Circularity also means cutting waste across the industry, from the packaging to the parts that are only used once and then discarded.

Electra's role

Solar circularity is where Electra began, with panel registration and end-of-life stewardship. It's a later phase in our plan, and we're keeping it ready.
People planting young trees and native shrubs on bare ground around solar panels at sunset

Landscape Restoration

Landscape restoration brings tired or damaged land back to a healthy natural system: native plants and trees, living soil that holds water and reduces flood risk, and room for wildlife and pollinators.

When planning for healthy natural systems is a priority, solar can help by offering shade to reduce heat stress on new plants and trees and rebuilding soil under and around panels.

Electra's role

Cassie brings deep experience in regenerative ranching and landscape restoration, and we evaluate every venture by its impact on nature.
Resilient by Design

Planet Positive Sun Hoodies

A hoodie keeps a body working through a day of sun. An array keeps a farm working through a bad year. Same idea, different scale.

A limited pre-order run of UPF 50 sun hoodies printed from Heather Alvis's original paintings of working farms with solar.

Winnie sun hoodie: a curious cow in wildflowers under solar panels at sunset

Winnie

Winnie is short for win-win-win. The farmer earns a second income, the grid gets clean power, and the land, the animals, and nature come out ahead.

$78 pre-order, $85 after launch

First Light sun hoodie: sheep grazing in the shade of solar panels at dawn

First Light

This is the hour agrivoltaics was made for: land that grows food and power at the same time, with room for the animals in between.

Electric Sunset sun hoodie: a cyclist on a flowered path above a solar-powered city at sunset

Electric Sunset

This is the town every Electra venture is quietly aiming at: renewable power, wild edges, and clean water, all in one view.

Where we’re headed, and how the hoodies can help

Electra began in 2023 with one question: what happens to solar panels at the end of their life? Eventually, that question led us to how solar could help farms, and then to envisioning and developing Farm Solar Fit.

In 2026, John Sherwin and Cassie Decker joined Heather as co-founders, and Electra became a studio that builds more than one venture at a time. Our Planet Positive sun hoodies keep you resilient in the sun and give us a boost as we build our first venture, Farm Solar Fit. They also carry the future we want to see: farms that keep farming, with clean power growing alongside.

What we're building

Every Electra venture runs on the same studio playbook. Two are live now, and more are on the way.

Now

Farm Solar Fit

A farmer-first decision tool for agrivoltaics. It helps a farmer see whether solar fits their land, and how to keep farming with panels overhead.

Shaped by interviews with farmers and researchers, with 15 letters of support behind it.

Visit Farm Solar Fit

Planet Positive

Sun hoodies printed with art based on Heather's original paintings of a solar future. Our first product line, with Farm Solar Fit as its first theme.

Launch pre-orders close October 30.

Pre-order a hoodie
Later

Electra Stewardship

Panel registration and end-of-life care for solar. This was Electra's first idea, and we're keeping it ready for when Washington's solar takeback program returns.

One recipe, many ventures

We proved this sequence on Farm Solar Fit. Now every Electra venture starts here.

  1. Spot

    Find a business model people are already asking for that needs fine-tuning and de-risking.

  2. Map

    Decide who benefits, and who the business serves first.

  3. Fund

    Match the idea with funders who share those goals.

  4. Listen

    Build a network through interviews, and determine the requirements based on what we hear.

  5. Build Fast

    First, ship a lean prototype, then turn early traction into the next round of funding.

The founders

Portrait of Heather Alvis

Head of Invention

Heather Alvis

Heather founded Electra in 2023 to make solar panel recycling easy, and that work earned recognition from the U.S. Department of Energy American-Made Solar Prize and the NASA Small Business Challenge.

As Head of Invention, she brings the ideas: spotting business models that people are already asking for, mapping who benefits, and matching each venture with funders who share its goals. She leads product and funding strategy for Farm Solar Fit.

She has painted for thirty years, and her original paintings are the basis for the Planet Positive hoodie designs.

[Add: a personal line, such as where she lives or what she does outdoors.]
Portrait of John Sherwin

Head of Technology

John Sherwin

As Head of Technology, John leads the technical side of every Electra venture: the data, the prototypes, and the multi-agent build pipeline that takes a venture from requirements to a working tool.

He leads the build for Farm Solar Fit.

[Add: background, prior work, and a personal line.]
Portrait of Cassie Decker

Head of Strategy

Cassie Decker

As Head of Strategy, Cassie finds the opportunity where unrelated problems meet, then helps turn it into a venture that ships. She shapes the story and tests it against the facts, so every claim has a source and every plan has a next step.

She brings depth in conservation and real estate, regenerative ranching, and landscape restoration, which grounds Electra's work on the land.

[Add: background, prior work, and a personal line.]

Recognition

  • U.S. Department of Energy

  • U.S. Department of Energy

  • NASA Sustainable Business Challenge 2025

Follow along

A short note when a venture hits a milestone, written by one of the three of us.

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