Thursday, May 10, 2012



“Are you doing your part for the environment? They do!”
Remember how small were Quiksilver, Rip Curl and Burton at the beginning, 35 years ago ? A bunch of individuals carrying ideas ahead of their time. They wanted to ride and be cool. They transformed boardsports into lifestyle and careers, traveling the world with a care less attitude, chasing dreams. In the early 80’s society was just a thing to avoid and still is, but rules have changed. A new form of awareness is born, along with a new form of socialization. Today people can’t ignore where the world is heading to and they want to do something about it.

Green and Core, the new mantra

If we want a planet for tomorrow we have to act now. That’s what get many young entrepreneur to think different and put sustainability at the top of their core values. Greenwashing is not taking us anywhere. We can feel it. Recent history prove that if a company don’t adapt it disappear not matter how big it is. Look at Kodak. The worldwide photo company had to shut down overnight because they didn’t adapt to what photography is today. Yes the roof is one fire, but it’s still time to save the house !

Europe go greener

In terms of sustainability Europe is now showing the way. Boardsports brand founder no longer come only for USA or Australia. Picture is a french brand based in Clermont Ferrand created by 3 friends 4 years ago. Sutsu was founded in the UK by Jon Wallhouse, TWOTHIRDS come from San Sebastian in Spain, Bleed and Puya are based in Germany.

Re-think design

That’s where it all begins. Eco design is where Eco brands make a difference. Picture use textile waste to make the filling of their jackets. All Sutsu garments are made within Fair trade regulations, TOWTHIRDS use 100% organic cotton, Bleed look for alternative fibers like kapok to give their clothes better performances. Pyua was born in 2008 and has already been awarded with ISPO eco award for 3 times!

Committed to transparency

All those brands are committed to a more sustainable production. It means they know their supply chain, and they are not afraid to talk about it. They select their suppliers not by the cost but by their eco certification, their social conducts, their proximity. They let consumer know what they are buying, where it’s coming from and how it’s made. It’s easy to say but in real life it’s a real revolution that many brand are not ready for yet. It suppose a high level of incentive! Transparency means more work, but at the end of the day they don’t feel that the next generation is going to be the one paying the cost for what we consume now.

Check out their ECOrating now!

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