It’s no secret that our industry has a polybag problem. While many brands are looking at alternatives to curb the glaring plastic waste鈥攁nd some, like prAna and NEMO, have already changed their packaging practices鈥攑rogress is slow. Plus, while technically recyclable, polybags are neither accepted curbside nor widely taken at recycling centers. Hence the reason proliferating mounds of discarded plastic pouches end up in the trash every day. Here, we take a closer look at the problem鈥攁nd a better way forward.

Growth Factor

Plastic packaging and containers account for 40 percent of global plastic produced, and our appetite for them seemingly knows no bounds. Here鈥檚 how much (in tons) we鈥檝e been making in the U.S.

1960: 120K

1980: 3.4M

2000: 11.2M

2010: 13.7M

2018: 14.5M

E-Commerce Eco-Problems

It鈥檚 hard to ignore the rising digital shopping trend鈥攅specially for outdoor brands that have seen a spike in interest juxtaposed with limited in-person retail throughout the pandemic. This is how much plastic packaging waste we can expect to see from global e-commerce if we don鈥檛 change things now.

2021: 2.66B lbs

2022: 3.03B lbs

2023: 3.45B lbs

2024: 3.95B lbs

2025: 4.53B lbs

Carbon Count

Every day in 2019, global polyethylene consumption accounted for 772,603 tons of carbon emissions. Capturing that single day鈥檚 worth of emissions would require roughly 38.63 million trees growing for a year.

That means removing a year’s worth of emissions would require more than 14 billion trees.

Recycling Reality

9: Percentage of global plastic waste that has ever been recycled

14: Percentage of U.S. plastic packaging that is recycled now

69: Percentage of U.S. plastic packaging that ends up in a landfill

180 Billion: Number of polybags the global fashion industry鈥攚hich includes textiles and products in the outdoor industry鈥攗ses annually (that’s equivalent to the weight of 80,000 elephants)

So Why Do Outdoor Brands Even Need Polybags?

It’s about weighing the cost of ruined clothes.

30: Percentage of garments that were damaged beyond sellability when Patagonia conducted an experiment by running items through the shipping system at its Reno distribution center without polybags.

5: Percentage of a garment’s carbon footprint for which a polybag accounts. Meaning (by some logic): the environmental impact of throwing away a damaged garment far outweighs the impact of using a polybag.

Alternative Rhinking

Petro-based materials aren’t the only options. Check out what these forward-looking brands are using.

Paper: Surf-inspired apparel brand Outerknown ditched virgin plastic in favor of Vela bags, made from durable, transparent paper that鈥檚 biodegradable and recyclable curbside. Thus far, Vela bags have replaced 105,039 pounds of plastic polybags.

A rolling fold, plus raffia: Longtime sustainability pioneer prAna hit its zero-plastic goal in 2021 by using a roll-pack method for 70 percent of its garments and securing them with recyclable raffia ties. (The rest is shipped in Vela paper bags.)

Cornstarch: Fishing gear and apparel company Grund茅ns uses 100 percent biodegradable polybags made from a polylactide derived from cornstarch. Cut into strips, the bag can be composted curbside and will decompose in under a year.

Accountability Actions

The Plastic Impact Alliance (a coalition of more than 430 outdoor companies and the brainchild of OBJ editor Kristin Hostetter) teamed up with the nonprofit Eco-Cycle to launch a three-month pilot program in late 2021 to collect, quantify, and recycle polybags from outdoor retailers in Boulder, Colorado.

By the end of the pilot, the group collected 74,500 polybags, accounting for 901 total pounds of plastic聽蹿谤辞尘听11 participating聽outdoor businesses (including 国产吃瓜黑料, OBJ’s parent company). Those bags are being recycled by Trex, a company that manufactures wood-alternative composite decking.

Sources: EPA, Oceana, Statista, Climate Neutral Group, Lonely Whale Foundation, Eco-Cycle.

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Recycle Your Boots, the latest sustainability initiative from boot manufacturer Tecnica, has a simple goal: to collect old ski boots, disassemble them, and recycle them into production-ready secondary materials. Working with multiple partners to make every step鈥攆rom collection to reproduction鈥攁s eco-efficiently as possible, Tecnica, a Plastic Impact Alliance member since 2019, is setting an example for how other companies in the space can approach circular commerce.聽

How the Program Works

Launched earlier this year in eight countries across Europe, the program gives partnered retailers special collection boxes, where customers can drop off used ski boots鈥攆rom any brand. Tecnica is working with another Italian company, Fercam, for its transport logistics. Together, the two businesses have developed a system to transport the boots as sustainably as possible鈥攗sing minimum pickup amounts and hybrid vehicles鈥攆rom retailers to recycling centers.聽

Once retrieved, the boots then head to the Laprima Plastics plant in Vicenza, Italy, where they’re broken down into materials that are isolated and prepared to be reused in new products. These materials include polyurethane and polypropylene from boot shells, ferrous and nonferrous metals from buckles, and other materials from boot liners. The recycled material can not only be infinitely recycled into new Tecnica boots, but also be used for Lowa products, Nordica skis, and other goods within the Tecnica Group portfolio of brands.聽

Through all of this, Tecnica is also working with the University of Padova in Padua, Italy, to continually track and measure sustainability data associated with the project across all aspects of the operation.

鈥淭o make sustainability efficient and effective, it must be pursued during every phase in the life cycle of production, from the extraction of raw materials to disposal,鈥� said Alessandro Manzardo, associate researcher at the university.

Big Goals for the Program

What makes this initiative special is that every one of its processes, from transport to material extraction, is continually being tweaked and updated based on data. As with many forward-thinking sustainability initiatives, there is a sense that everything can be improved upon.聽

The project is the brainchild of Maurizio Priano, the brand and marketing manager of Blizzard Tecnica. He first pitched the idea when he joined the company three years ago. 鈥淢aybe it was really stupid or really brave,鈥� he said, 鈥渂ut something about the working environment of the company made me feel comfortable to bring this idea early on.鈥澛�

What followed was three years of research and communication between different partners, retailers, and all branches of Tecnica鈥檚 operations. 鈥淚 felt very lucky,鈥� said Priano. 鈥淲e were lucky to have the right ideas, first of all, and also to find the right partners close by.鈥� These efforts are paying off. Recycle Your Boots recently received funds from the European Commission鈥檚 Life program, which supports environment and climate action initiatives.聽

In just a few months, the project has already recycled over 850 pairs of boots, but leaders are hoping to reach 7,000 by the end of 2022 and 30,000 pairs by the end of 2025.

Unfortunately for our North American audience, the infrastructure is not yet in place for Recycle Your Boots to cross the Atlantic. However, Tecnica is already working with a consulting agency to find potential partners for a North American initiative.聽

When asked what advice he鈥檇 give other brands considering their own sustainability initiatives, Priano said he would encourage them to find what works for them, even if that process takes time and effort.

鈥淒on’t be scared of cost or complexity,鈥� he said. 鈥淭here isn鈥檛 one solution that fits everyone, and it鈥檚 not easy to find. But now is the time.鈥澛�

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Strangely enough, Meredith Diers, the new owner of Chopwood Mercantile in Crested Butte, Colorado, found out the storied retailer was for sale through us. After seeing a piece we published this year about the mountain-town shop going up for sale, she immediately fell in love.

鈥淚t was one of those times in life where the world stops as you read it,鈥� Diers told us this week. 鈥淭ruly, the next day we were on the phone, and a few days after that we went to the bank to see if we could make this pipe dream a reality.鈥�

Diers and her husband Clay had been dreaming about owning an outdoor shop for years. Prior to their new venture, Clay was working in logistics, while Meredith had been in outdoor retail for the past few years, most recently as an apparel buyer. When the chance came to own their own business, they didn’t hesitate.聽

The store had been listed in July at an asking price of around $350,000, not including close to $140,000 worth of inventory. The parties finalized the deal in late October for an undisclosed amount, though they have stayed in constant communication since then to ensure a smooth transition.

The Future of Chopwood

Coming up on their one-month anniversary of owning the shop, the Dierses said they have no regrets.

Many first-time store owners have rough transition periods, but the Dierses credit previous owners Travis Underwood and Lisa Cramton for making their experience much easier. From facilitating the first few weeks of invoices to spreading the word through the Crested Butte community to helping gift-wrap deliveries for the holidays, Underwood and Cramton continue to help out with the store in any way they can.

鈥淗aving their constant support and their investment in our success has been really cool,” said Clay.

The spirit of Chopwood has always been in its community-oriented nature, selling locally made artisan goods, from beef jerky to jewelry, alongside gear and apparel from more widely known brands. Now that the store is under new ownership, the Dierses said they plan to keep it that way.

鈥淲e don鈥檛 want anyone to notice there鈥檚 been a change of ownership,鈥� Meredith said. 鈥淭here鈥檚 a reason the store has been successful and that the community and visitors love it. We want to make sure that stays in place.鈥澛�

The word so far is that the Dierses have fit right into the Crested Butte community. 鈥淚 don鈥檛 want to jinx anything,鈥� Clay said. 鈥淏ut it鈥檚 really been smooth sailing.鈥� Meredith mostly agreed, with one catch: 鈥淪ometimes, our dog will go on a bender and try to steal food from the taco restaurant next door.鈥澛�

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Global footwear brand Keen this week announced a partnership with Points of Light (POL), an international community-service organization that connects people with 70,000 nonprofits, schools, and local agencies around the world for volunteer work.

Starting this month, Keen is incorporating POS’s database of over 300,000 community service opportunities into its Keen Corps loyalty program. First announced in September, the program rewards customers not just for making purchases, but also for doing good deeds like community service and donating to charity.聽

鈥淲e don鈥檛 think of ourselves as a company that鈥檚 just out there selling stuff,鈥� said Erik Burbank, vice president of The Keen Effect, the brand鈥檚 grant-making program. 鈥淲e think of ourselves as a value-driven brand that wants to do good in the world, and we want to leverage the shared values we have between us and our fans.鈥�

Those shared values seem to be helping. Over 11,000 people have signed up for Keen Corps since its September launch. To date, those volunteers have logged over 6,000 service hours, supporting close to 400 service organizations in just two months.

This holiday season, Keen is focused on supporting food banks around the country. With the Points of Light database now integrated into Keen鈥檚 website, customers will be able to easily find opportunities nearby.

鈥淲orking with Points of Light allows us to provide our fans and members of the Keen Corps with the world鈥檚 largest volunteering opportunity hub,鈥� Burbank said.聽

For any outdoor brand interested in adopting a value-driven initiative like Keen Corps, Burbank said he鈥檚 more than willing to offer his perspective and advice.

鈥淚鈥檇 be excited to get on the phone with any company that wants to do the same thing with their fans,鈥� he said. 鈥淭he more good we do collectively, the better off we all are.鈥�

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A Wyoming-based pair of inventors and former educators has acquired Brunton, one of the state鈥檚 oldest brands. The 127-year-old compass maker, which had most recently been a subsidiary of Sweden-based Fenix, yesterday announced the change in ownership. The new owners, Lauren and David Heerschap of Lander, Wyoming, had been educators in geoscience before becoming employees at Brunton in 2014. They initially partnered with the company to manufacture their invention, the Axis Transit, a popular measuring device among geologists for making precise calculations.

Lauren Heerschap will take the role of CEO and majority owner. She had been Brunton鈥檚 professional and international sales manager since January of 2021. 鈥淚t鈥檚 still surreal,鈥� she told 国产吃瓜黑料 Business Journal.聽鈥淚t鈥檚 always been in the back of our minds, but we never imagined this opportunity would become real for us.鈥澛�

The change will move Brunton鈥檚 headquarters back to Riverton, Wyoming, after spending years at Fenix鈥檚 North American headquarters in Colorado. 鈥淲e really value being local to Wyoming,鈥� Heerschap said. 鈥淭here鈥檚 a lot of pride in being a local company. It鈥檒l be nice to put the Brunton name back up on the front of a Riverton building.鈥� The move will also open up at least five new jobs, mostly in the company鈥檚 C-suite, to be filled in the Riverton headquarters.

Returning to Brunton鈥檚 Core

Along with the company鈥檚 physical return, the Heerschaps hope to also bring Brunton back to its core product鈥檚 values. 鈥淔irst and foremost, we鈥檙e focused on making quality products, working with integrity and respect for people and the outdoor environment,鈥� Heerschap said.聽

The Brunton name is ubiquitous globally as a historic provider of navigational and measurement tools to outdoor professionals, especially geologists but also in other outdoor industries like forestry, guiding, and search-and-rescue. In various points in its history, however, Brunton has produced stoves, lights, power solutions, binoculars, and other products. Under the Heerschaps, the company won鈥檛 pursue such varied offerings, instead electing to refine and improve a smaller list of core navigational and measurement products.

That being said, they are not against further innovation. With the COVID-19 pandemic and the subsequent outdoor boom, they鈥檝e also seen a rise in recreational interest in Brunton products. 鈥淥ur name is so well-known for our professional products, but I think the door is open for good quality recreational compasses for people who want them,鈥� Heerschap said. Though she wasn鈥檛 able to disclose exactly what products were in the works, she hinted at a few new tools in the pipeline, along with a willingness to adopt new innovations to the current line of Brunton products. 鈥淲e want to make the best compasses in the world,鈥� she said plainly.

With the advent of many digital apps for navigation, it may be hard to see where a century-old compass maker fits into the modern world. Heerschap is optimistic. 鈥淲e鈥檝e seen a really strong demand for compasses. We truly believe that, regardless of where technology is taking us, there will always be a use for the understanding it brings to use a compass.鈥�

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A small, women-led consulting service is making waves in sustainability across multiple industries. Planet+Purpose Solutions (PPS), a Charleston, South Carolina-based consultancy led by Lia Colabello, works directly with brands to help them reduce their plastic waste.

Colabello, PPS鈥檚 managing principal, first started the consultancy as Plastic Pollution Solutions at the end of 2016. Over the course of five years, the organizations has seen a steady increase in clients, becoming a public benefit corporation and changing its name to Planet+Purpose Solutions along the way.

So far, Colabello and her team have brought their tailored solutions not just to outdoor brands, but also to fashion companies like Costa Sunglasses and cultural institutions like Chicago鈥檚 Shedd Aquarium. Colabello has聽been a key player in the Plastic Impact Alliance since it was founded in early 2019, initiating trade show activations, brainstorming on ideas and action plans, and supporting the Alliance with her clients.

PPS takes a holistic approach to working with brands on their sustainability. 鈥淓ssentially, a client will come to us and say, 鈥榃e need to solve for x,鈥欌�� Colabello told 国产吃瓜黑料 Business Journal.

“X” could be anything related to sustainability, from achieving different climate certifications to reducing carbon output. Whatever the goal, the PPS team customizes a unique action plan for each of its clients.聽

鈥淥utdoor brands often know what sustainability objectives they have to meet,” Colabello said. “However, sustainability may not be the specialty of anyone on their leadership teams, so it can be very overwhelming.”

How the Process Works

PPS’ process is fairly straightforward. First, the organization makes sure that key stakeholders at the client brand are all aligned on a particular set of goals. Then PPS builds out a strategy to support short-term goals, with the intention of eventually meeting long-term targets.

鈥淲e always go back to the question of how we can meld your sustainability strategy with a brand鈥檚 purpose so that it sticks,鈥� Colabello said.

This strategy helps to ensure a consistent vision in all departments of a client company.

鈥淚t helps each team within a company to understand that this is the company鈥檚 goal, this is how your piece of the pie fits, and this is the impact you can have,鈥� said Corey Clark, PPS鈥檚 project sustainability manager. 鈥淭here鈥檚 a lot of fear [at brands] around greenwashing and climate fatigue at this point. Instilling the idea of progress, rather than perfection, is important.鈥�

The long-term goal for PPS is to help clients reach B Corp certification through small, achievable steps. For some, that means adhering to REI鈥檚 Product Impact standards, or becoming Climate Neutral Certified, or simply focusing on the reduction of carbon and waste.

Success in Multiple Industries

Recent wins for PPS and its clients include helping Nuun Hydration achieve Climate Neutral Certification through 鈥渢rickle-down sustainability,鈥� whereby the manufacturing, operations, and shipping processes are evaluated and optimized for sustainability. The group also worked with Costa Sunglasses to pioneer the Kick Plastic initiative, which has eliminated 3 million single-use plastic bottles and recycled over four tons of plastic lenses.聽Through the Plastic Impact Alliance, Colabello and her team helped Outdoor Retailer eliminate an estimated 500 single-use plastic bottles from its summer 2021 show.聽

Now PPS’s goal is to bring client companies together to make industry-wide change. With PPS鈥檚 work in pet food, makeup, and fashion, as well as the outdoor industry, it has built a network of connections upon which to build a larger platform.

鈥淲ith our years of building connections, we can now bring people from all these industries together to amplify a single message,鈥� Clark said.

2022 is shaping up to be PPS鈥檚 biggest year yet. The group is expanding its team to meet demand from across multiple industries, as well as taking on larger roles at existing client companies.

鈥淢ost leaders don鈥檛 know how to start,鈥� Colabello said. 鈥淭hey just know what鈥檚 expected of them by different external forces. That鈥檚 where we come in.鈥�

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国产吃瓜黑料 Inc. (OBJ鈥檚 parent company) today announced its acquisition of two new Colorado media companies, Roam Media and Inkwell Media, both based in Boulder.

Roam Media, founded in 2017, provides its members with a catalog of online classes taught by world-renowned climbers, skiers, snowboarders, surfers, filmmakers, photographers, and mind and body experts. Membership also includes podcasts, exclusive access to community events with the instructors and mini-documentaries from Roam Studios.

Inkwell Media, founded in 2014, will bolster 国产吃瓜黑料鈥檚 internal social media and creator strategy by tapping Inkwell’s large network of artists and athletes.聽

鈥湽怨虾诹镶�檚 members are used to quality content and resources that help them get outdoors and experience the wellness benefits of nature,鈥� Robin Thurston, CEO of 国产吃瓜黑料, said in a statement. 鈥淭he addition of Roam Media and Inkwell Media are key to continuing our commitment of providing best-in-class content, while inspiring users to do the activities they love, more often, and with greater knowledge and enjoyment.鈥�

Christopher Jerard, who founded both Roam and Inkwell, said in a statement Thursday, 鈥淟ike 国产吃瓜黑料, we believe in the power of outdoor fun and adventure. The idea when we started these companies, independently, was to marry authentic adventure storytelling and community with modern media platforms and technology. 国产吃瓜黑料鈥檚 portfolio of brands has a legacy of storytelling that is unmatched.”

Both of these acquisitions will be used to improve 国产吃瓜黑料+, 国产吃瓜黑料 Inc.鈥檚 premier subscription service offering premium articles and reviews, event discounts, sport-specific training plans, and more for active lifestyle participants. Roam鈥檚 membership benefits will be rolled into 国产吃瓜黑料+ in the coming months, while Inkwell鈥檚 expertise in community building and social media will help grow awareness about the product.

The companies will remain based in Boulder, and Jerard will assume the role of vice president of creator network, audience engagement & learning at 国产吃瓜黑料.

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Seattle-based retailer REI announced last week the launch of a new program called Path Ahead Ventures, which seeks to help BIPOC (Black, Indigenous, People of Color) entrepreneurs in the outdoor industry. Through the new initiative, the company will invest $30 million in two programs to help selected startups grow.

The first part of the program, called Embark, targets entrepreneurs with early-stage ideas. Recipients of grant money from Path Ahead Ventures will receive equity-free seed capital and a virtual course in best practices for starting a business. REI partnered with Founded Outdoors, a multiple-industry support program for diverse founders, to develop the three-month course. Applications for the first Embark cohort run through November 28.

The second part of the program, called Navigate, will 鈥嬧�媠upport entrepreneurs聽 who are ready to scale their businesses. Planned for launch next year, Navigate will provide funding as well as resources for production, distribution, publicity, and networking.

Along with these initiatives, REI has set itself the goal of adding 200 new BIPOC-owned or -led brands to its lineup by 2030. These additions would increase the number of brands on REI shelves with ethnically and racially diverse leadership from 1 percent to 15 percent.

鈥淩etailers, including REI, have sourced products in ways that have made it difficult for smaller, newer companies to compete鈥攚hich has had a disproportionate impact on founders of color,鈥� said Dan Kihanya, REI director of corporate development, in a statement. The new program aims to fix that problem.

A Year of Progress for REI

The news comes on the heels of several other diversity, equity, and inclusivity initiatives pursued by REI in recent months. At the end of last year, the company updated the product standards for its more than 1,000 members, with a focus on climate- and DEI-related expectations.

This past September, REI appointed Wilma Wallace to a new C-suite position as the chief diversity and social impact officer. Wallace had previously served as the company鈥檚 general counsel and chief secretary, while also working outside REI on a number of nonprofit boards for organizations focused on equity and human rights.聽

鈥淭he co-op is uniquely positioned to lead in transforming the outdoor industry into a more diverse and inclusive space where all can thrive outside,鈥� Wallace said at the time of her appointment. 鈥淭his is a moment for the co-op to make a difference, and I am grateful to be able to bring together my life-long commitment to advancing equity, inclusion and justice, my love for the outdoors and my own lived experience and passion for social change in my work.鈥澛�

Soon after Wallace鈥檚 appointment, REI announced the launch of its Cooperative Action Fund, a DEI-focused 501(c)3 charity. The $1 million fund鈥檚 purpose is to support 鈥渘onprofit organizations promoting justice, equity and belonging in the outdoors.鈥� It has so far invested in 19 nonprofits, but the company plans to scale its support accordingly as contributions roll in over time.

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Recreate Responsibly Coalition, an activist group made up of more than 1,600 businesses, agencies, and nonprofits, today announced the launch of its #CreateResponsibly initiative, which asks media creators and artists to increase their awareness of responsible outdoor habits in order to produce content with less harm to the environment.

The coalition worked with the film industry, social media influencers, the Forest Service, and other government agencies to create a set of guidelines for promoting responsible media creation in the outdoors. Simple and easy-to-follow, the guidelines apply to all content creators, from social media influencers to film studios.

By signing a pledge to follow the guidelines, creators can lend their voices to a community of industry leaders with a shared vision for how media can be a catalyst for change. With many outdoor brands harnessing different media avenues for their own company images, this initiative represents a new opportunity for companies to put an even greater emphasis on environmental protection.

鈥淪o many brands have outdoor ambassadors,鈥� Eugenie Bostrom, coalition and campaign coordinator of RRC, told 国产吃瓜黑料 Business Journal. 鈥淏y empowering their ambassadors with these guidelines, to become advocates for this ethos, that鈥檚 a very simple win. Alternatively, many outdoor brands, like Patagonia, REI, and Merrell are getting into the film space themselves. The merging of the outdoor and film industries is another clear space for brands to be implementing responsible recreation messaging.鈥�

Below are the full campaign guidelines.

Know Before You Go

• Research and contact the location well in advance
• Permits may be required and take time to process
• Check for weather and hazards prior to arrival
• Talk to land managers and local film/tourism commissions
• Consider “under-visited” locations to limit your impact

Plan and Prepare

• The outdoors can be a high-risk environment with conditions that quickly change
• Consider terrain and arrange adequate transportation
• Know and understand drone “no fly zones”
• Try to film near your vehicle(s)
• Bring plenty of water and safety equipment

Respect Others聽

• Minimize impact to other users
• Avoid blocking trails, vistas or byways
• Give space to people recreating or working
• Think about how your presence impacts the space
• Try to blend in with the landscape if possible

Leave No Trace

• Respect the land, water, wildlife, and Native and local communities
• Follow the seven Leave No Trace principles
• Always avoid sensitive habitats
• Consider the impact of disclosing specific locations
• Use your art to educate; showcase responsible use

Build an Inclusive Outdoors

• Inspire others to see themselves in that space. Historically, access to the outdoors has been inequitable鈥攚e can change that
• Consider the historic inhabitants of the land
• Showcase all backgrounds and abilities
• Embrace different meanings of “outdoors”聽
• Celebrate the many ways people connect with nature

Make It Better

• Inspire respect & caring for outdoor spaces
• Depict responsible recreation in action
• Provide characters with attributes that tie work, play or culture to the outdoors
• Create behind the scenes content to celebrate your backdrop
• Utilize sustainable practices

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Stio last week announced the launch of its new circular commerce program, Second Turn. The Jackson Hole, Wyoming-based outdoor apparel company is enabling customers to trade in gently-used Stio products to be cleaned, repaired, and resold at a discounted price. People who return an item will also receive up to 25 percent of the item鈥檚 original retail value.

鈥�We’re following in the footsteps of bigger brands like Patagonia with their Worn Wear program or emerging retailers like Gear Trade, who are building a very solid marketplace for used gear in our industry,鈥� Noah Waterhouse, Stio president and COO, told 国产吃瓜黑料 Business Journal. 鈥淓ach approach is a little different, and we’re all trying to marry the supply of product with consumer demand and efficient operational support in an economically viable way. We’re definitely at the beginning of our journey and excited about circular’s potential here.鈥�

This news comes shortly on the heels of the company鈥檚 Climate Neutral certification. In the past few years, Stio has made improvements to its supply chain, logistics, operations and packaging鈥攁ll with the goal of creating a more sustainable business. This year, it hopes to reach 50 percent preferred materials in its products by using a mix of recycled synthetic fibers, organic cotton, and responsibly sourced down. The company closely monitors energy usage in its factories, avoids air-intensive freight whenever possible, and offsets the impact it can鈥檛 eliminate through a partnership with Bluesource.

鈥淚n many ways it feels like we’re at the front of the curve for small to medium-sized lifestyle brands,鈥� said Waterhouse. 鈥淪tewardship efforts at Stio never end. We’ll continue to optimize the Second Turn program as we learn and focus on carbon footprint reductions.鈥�

An initiative like Second Turn had been on the company鈥檚 radar since 2017, but a lack of product in circulation hindered its launch. Finally, in 2020, the company hit a scale at which reselling used goods became possible. With scale came more resources and a greater market presence, clearing the way for the program鈥檚 setup. The company鈥檚 marketing team, led by VP Evan Torrance, built out the pilot in a four-month period from June to October of this year.

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