The outdoor industry is self-defeating. It sells goods to people so that they can recreate outside but in doing so pollutes these same lands. Efforts are being made to mitigate this, but the problem continues to grow.
Many outdoor brands are involved in trying to keep the earth healthy and use their own revenue to do so. We think this is extremely admirable. However, money can only go so far, protect so many lands, and settle so many lawsuits. We want to attack this issue from a different facet: we think we can encourage wide-scale change in the environmental realm through the participation of more people. A paradigm shift towards a stewardship mindset will bring about much needed stability to the earth and in turn, the human race.
Capitalism drives our economy and the fast fashion movement is sending heaping mounds of slightly used clothing straight to the landfill. No market escapes this issue, but the outdoor industry continues to push textile technology as well as keep up with rising demand.
The modern-day textile industry has it all wrong; the vast majority of companies have assumed a business model of releasing new and "updated" products once or more a year. The problem is, each of these new runs has more and more waste creation. What happens to this waste? It is put into landfills or incinerated.
Companies are simply not being perceived as being sustainable.
We asked seventy consumers of these three companies: On a scale from one to ten, how much does this company's products represent style, technological capability, and sustainability? What we found was unexpected: people are viewing these brands mostly as stylish and technical brands.
Despite this glaring disparity, over eighty percent of consumers list sustainability as of number one importance when purchasing from a company.