OUTp8,9 Tom Hutton 8/15/08 12:19 PM Page 9
w w w. s g b - s p o r t s . c o m
SGB
Sports and Outdoor
Outdoor Retail - Tom Hutton
how much of the profit generated by the process is going
to be used for improving our long-suffering world.
Not only has this new approach levelled the playing
field slightly as it was always going to be easier for a
producer of, say, woollen socks, to have a green product,
than it was for someone using various metals and
plastics to make skis or surfboards or mountain bikes;
but it also has a larger impact as every little bit that
every single company does, will make a difference.
Change your power supply to photovoltaic cells as
Vaude did, or wind power like organic wool sock
manufacturer Teko, and you have reduced your drain
on the grid; produce garments from recycled fabrics or
even plastic bottles, and you are making a difference;
make those garments themselves recyclable and you’ve
made a difference; give 1% for the planet – a scheme
started by Patagonia but now subscribed to by many –
and you make a difference.
Go one step further and gain the prestigious ISO
14001 environmental management standard like
cleaning and re-proofing specialists Grangers and you
make a measurable difference. Or what about Kiwi Photo credit: Dave Willis.
woollen garment company, Icebreaker, who’ve began an
ambitious scheme known as ‘Baacode’ which uses a code article, I was able to get information on current policies years, and suddenly the mountain doesn’t look quite as
on each article they sell, to enable the consumer to trace and future objectives /targets from Montane, Marmot, high as it did.
the manufacture of their clothing all the way back to the Lowa, The North Face, Teva, Primus, Crocs, Altberg, Our consumers now have sufficient information and
sheep the wool originally came from on New Zealand’s Osprey, Royal Robin and Nikwax as well as those already choice to allow them to vote with their wallets. And if
south island – that’s what I call accountability. mentioned, showing that everybody really is taking this they do this well, they’ll be putting real pressure on
Patagonia's Footprint Chronicles offers similar matter more seriously. retailers to feature only brands worthy of their support.
transparency via their web site, and it's a step that is to Others such as Patagonia, Vaude, Teko, Grangers, When this happens, the effects of these purchasing
be commended. Páramo, Polartec and Icebreaker went a few steps further decisions will be felt by everybody and I venture that
One byproduct of this new way of looking at things is with specific policies and actions and are definitely changes will happen more quickly.
that it allows companies to be totally transparent about leading from the front. With any luck, Monsieur Chouinard’s famous mantra
their processes, eliminating ‘Greenwashing’ (the name So is that it? Have we now got the green utopia we ‘business can make a profit without selling its soul’ will
given to phoney environmental polices that are really were looking for? Sadly, I’d say no – we’re still a long way be proven right for everyone’s sake – but especially for
just marketing ploys in disguise). In my research for this from it. But we have come a very long way in the last few our grandchildren.
Finn (Patagonia Footwear available men’s and women’s) Huckleberry (Patagonia Footwear available men’s and women’s ) Thatcher (Patagonia Footwear available men’s and women’s )
Women’s Eco Rain Shell Jacket Men’s Shelterstone Men’s Wool 3 Zip Neck Women’s Micro Puff Vest
AUGUST 2008 9
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