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Is Ocean Plastic Greenwashing? It Depends.

11/7/2022

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You’ve seen it on everything from plastic shopping bags (“Made with OCEAN PLASTIC!”) to clothing and jacket insulation. As a former marketing professional, this is the stuff that campaign dreams are made of. Dramatic images of plastic bottle-strewn beaches and promises of saved whales and clean oceans. By now we know the stats or at least the big problem: millions of tons of plastic are entering our oceans each year, littering beaches and breaking down into microplastics that are everywhere from the top of Mount Everest to the bloodstreams of babies. But how do we stop it, and do so authentically? 

As part of a plastic reduction project in the food industry I then came across the term “Ocean-Bound Plastic.” My skeptic alarm bells went off when I read the fine print that the plastic wasn’t coming from the ocean, it was coming from communities within “X” miles of the ocean. “Liars!” I thought. But as I’ve dug into it further, like many topics there is a spectrum from outright B.S.-filled greenwashing to genuine efforts to clean up the oceans, build incentives for recycling infrastructure and employ citizens of developing countries.

The reality hinges around one unfortunate truth: that the vast majority of plastic collected from the ocean or beaches is too dirty with sand, seaweed and algae, or has already started breaking down too far, to be reliably recycled into new products. For materials to be recycled in a circular system they need to be sorted into their purest form. For recycled plastic thread for that puffy jacket to be competitive with virgin plastic thread from a quality standpoint, it needs to have the fewest impurities possible. 

So what’s the difference between “ocean plastic” and “ocean-bound plastic?” In my opinion, it’s the wish of what we hope could happen, and the reality of what can actually happen. In a recent article in Inside Outdoor Magazine, the Swedish children’s outdoor clothing brand Isbjörn lays out how they are including PrimaLoft insulation in their collections next year. It is 100% recycled, with 60% coming from “Ocean Bound” plastic that has been certified by OceanCycle.

OceanCycle’s philosophy is that since plastic that ends up in the ocean comes from the land, collecting the plastic before it gets to the ocean in the first place is an effective strategy. The unfortunate reality is also that many developing countries don’t have the waste collection and recycling infrastructure to be able to handle the massive amounts of plastic waste being generated. What they do is pay people to collect plastic waste from areas within 30 miles of the coast, that lacks formal waste management, and is overwhelmed by tourism. 

What this does then, is it creates a financial incentive for those communities to collect and process their waste, and put it back into the market to be turned into new goods instead of ending up in the ocean. Waste can either be an expense or a source of revenue, depending on the situation. I see this as a good, market-based example of social capitalism in action. 

End result? It depends. Read the details. Do the research. If it sounds too good to be true it probably is. There are plenty of brands out there with flashy images of clean oceans touting “made with ocean plastic,” but when you do further you see that it’s a tiny percentage of what it’s made of. This is a complex topic and I’ve only touched the surface here, but this is my hot take and I welcome more information and a variety of viewpoints. 


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Skis Designed for Circularity

10/31/2022

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A recent article from Outside magazine details the new ski from industry mainstay, Rossignol, that is designed to be recycled as much as possible at the end of its life. 

One of the main points is how Rossi is willing to share information with competitors on how they accomplished it, and for this I applaud them. It’s one of the best aspects of the outdoor industry, when companies are willing to share information they’ve invested money in producing, and could be considered a competitive advantage, but they realize that sharing it is better for people and planet by advancing sustainability.

The point that stands out to me here is how sustainability can’t just be an afterthought, it is best integrated from the design stage at the very beginning of a product’s lifecycle. It requires knowing the lifecycle of your materials inside and out, where they come from and where they can go. 

They’ve also created a partnership with a recycling company, MTB, that helped in the design process and will take the skis and recycle them upon return from customers. Many times a company claims a product is recyclable because it may contain individual materials that can theoretically be recycled, but they’re joined together in a fashion that makes this impossible in the real world. Or they throw a recycling triangle on something, like styrofoam, that the average consumer thinks is then recyclable, but in reality ends up going to a landfill and may even contaminate a load of genuinely recyclable materials.

Rossignol’s website says the average ski recyclability rate is just 10%, and the Essential is at over 75%. There’s still a long way to go, but this is at least a step in the right direction.

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REI: Life Cycle of a Jacket

5/27/2022

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REI recently published an article that looks at the environmental impact of what it takes to produce their Co-op 650 Down Jacket 2.0 (pictured). Writer Sarah Grothjan takes a look at every stage of manufacturing, from producing and processing raw materials, to finishing the material and the final product. She mentions some of the certifications, like bluesign, to look out for as a consumer when shopping for outdoor goods.
Read the article here.
​I really like how this is put together. Instead of just using general terminology, they picked a specific jacket and used examples that are more easily relatable. She mentions how finishing the fabric is generally the most impactful part of the process, because dyeing the fabric involves a lot of heat.
I'd say my favorite part was at the end when she talks about buying used gear. It's only a sustainable choice if you need it in the first place, and if it replaces the purchase of something new. If you already have two rain jackets, buying a third one, albeit used, isn't a sustainable choice.

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Keen Leads by Detoxing from "Forever Chemicals"

5/23/2022

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A recent report on the use of PFAS, also known as "forever chemicals," outlines just how far the outdoor industry still needs to go in ridding products that touch our skin of toxic chemicals. Only a handful of main brands, including Keen, Teva and Patagonia received passing grades from the Natural Resources Defense Council. You can read the report here. To demonstrate its commitment Keen actually created instructions and shared the process they used to eliminate them so others can follow suit.

There are many chemicals used in the products we wear that cause all kinds of nasty diseases, but the hub bub around PFAS is exactly because they are "forever chemicals." Most lab-made substances break down over time, but PFAS are particularly horrible because they never break down. PFAS are generally used in waterproofing everything from jackets to shoes and bags, but they contribute to a variety of human health problems including cancer and birth defects.

I applaud Keen here for figuring out how to create the same end result, water repellency, without the crazy chemicals, and then offering to share this intel with the rest of their competitors. It goes to show that the other folks who claim that they don't know of alternatives or need many more years to figure it out, just aren't trying hard enough. Keen has even created a webpage and “Green Paper” outlining exactly how others can follow in their footsteps.

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Sustainability at Canoecopia 2022

4/6/2022

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The biggest paddling event around was held in Madison, WI recently after a pandemic hiatus. I roamed the aisles in search of real world examples of what companies are doing when it comes to sustainability. Featured in this video:
  • Gas growler refillable camping gas container that reduces waste, from Ignik Outdoors.
  • Plastic packaging reduction from NRS
  • Carbon NEGATIVITY from Biolite Stoves
  • Wetsuits made from limestone instead of petroleum from Level Six
  • Solar-powered factories from Thule
  • Recycling efforts and wind power from Trailtopia adventure food
  • Nontoxic ingredients and packaging reduction from Redbudsuds
  • Waste-to-farm from Bending Branches paddles
  • Non-toxic manufacturing processes from Lendal paddles
  • Hemp and vegan water shoes from Astral
Thanks to all the manufacturers for your ongoing efforts to protect the planet, your employees and customers!
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3 Most Sustainable Ski Brands for Winter 2021 / 2022

11/10/2021

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Here is a breakdown of what I’ve found to be the most sustainable ski manufacturers for the 2021-22 season. While there are a number of the industry’s largest players that have made admirable sustainability commitments, these folks have it in their DNA.

WNDR Alpine
Some folks pull from a quiver, some invent a crossbow. This crew is taking sustainability to the next level by not just incorporating available eco-friendly technologies, but going to the lab and creating their skis from plastic grown from algae. Yes, friggin’ algae. As we’ve all seen beer cups made from corn plastic, it’s known that plastic can be made from more than just petroleum. WNDR is actually the consumer brand of materials lab Checkerspot, which is developing new eco-friendly products throughout the industry. 

  • They are also a certified B Corp, meaning they voluntarily open themselves up to auditing by an outside entity
  • Commitment to pay a living wage
  • Flexible time off to enjoy the mountains, and free backcountry safety programs
  • Supports the community through local organizations like Wasatch Backcountry Rescue and the Utah Avalanche Center
  • 100% renewable energy with gas captured from farms, organic matter and landfills, while 100% of electricity comes from solar
  • Postproduction materials like rubber and sawdust are recycled or repurposed so there is as little waste as possible
  • Skis are packaged in craft paper instead of plastic, shipped in boxes from mostly recycled content, sealed with craft tape instead of plastic tape, and shipped carbon neutral.

In full transparency, I purchased a pair of the Vital 100 skis last year after visiting their facility in Salt Lake City, then took them up on their offer of a group intro to backcountry avalanche safety course they included for free with the purchase. They’re an amazing group of folks who are passionate about what they do, and I absolutely love my skis.

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With the legendary Pep Fujas at the WNDR facility in Salt Lake City.
To purchase visit their website here: https://wndr-alpine.com/collections/shop
Find a local shop here: https://wndr-alpine.com/apps/store-locator


Lib Tech
Lib Tech skis from Mervin Manufacturing in Washington starts off their environmental statement with something that gets lost in the eco-friendly talk about materials and its effect on the planet: “Mervin uses better manufacturing practices that both protect the health of the Kraftsmen, but also that of the planet, leaving zero hazardous waste behind in production.” People always talk about how toxic materials have an effect on the environment, but we forget that there’s actually people working in factories all over the world producing the products we buy that breathe in nasty chemicals every day they go to work.
  • Made in the USA: Made here, sold here, slayed here. Less transportation = less greenhouse gases = less climate change
  • No hazardous waste: low VOC lacquers, water-based sublimation graphics
  • Vegetable oil based plastics
  • Wood cores from fast-growing farmed sources
  • Recycled content UHMW sidewalls
  • Surfboard Eco Iso process limits exposure to resin, low-VOC resin
  • 89% of power comes from wind or water
  • Seattle office has a green roof, daylighting, and motion sensors to save energy 
  • Low waste:
    • Sublimation process means tops can be recycled
    • Tape, cardboard recycled
    • Sawdust from cores is composted into soil, then used to grow food

To purchase visit their website here: https://www.lib-tech.com/ski
Find a local shop here: https://www.lib-tech.com/find-a-dealer

Meier Skis
Started in Glenwood Springs, CO and transitioned to Denver, Meier Skis was founded on using local wood and beetle-kill trees that have become all too common in the mountain west. And instead of just opening a standard factory, they’ve combined their production facility with a brewery into what they call a “craft skiery” where you can grab a beer and watch skis be made by hand.
  • Local trees
  • Super Sap plant-based non-toxic epoxy
  • Sublimated topsheet uses less ink, less paper and no toxic chemicals
  • Reuse sublimated topsheet paper to pack skis for shipping
  • Purchase local when possible
  • Fundraising for local nonprofits

To purchase visit their website here: https://meierskis.com/collections/2021-skis
Find a local shop here: https://meierskis.com/pages/buy-or-demo-meier-skis

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How do we ditch the plastic shipping bag?

6/8/2021

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Plastic is everywhere, and it's hard to get rid of. It's cheap and protects its contents. But bags are especially hard to recycle, and recycling isn't a great solution anyways. Petroleum-based plastics stay in our environment for upwards of 1,000 years, contain toxic chemicals, and break down into microplastics that get into our water and our bodies. These companies are working to eliminate plastic polybags from their products, along with the Outdoor Industry's Plastic Impact Alliance:​
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  • ​Fishing gear company Grundens uses bag made from material you can compost at home
    • The problem: Plastic bags are cheap and effective, but create waste, climate change emissions and they’re hard to recycle. Most compostable packaging needs the heat and microbes of commercial composting facilities to properly break down and not create planet-warming gases, but this bag will dissolve in a home compost bin.

  • Board sports apparel maker Picture Organic says “No” to the bag, “Yes” to the band
    • As Picture grew their operations and logistics, at first they went along with standard convention in the industry to put everything in plastic bags. They questioned this need and dove into the specifics of how to best package different types of clothing. Beanies and hats didn’t need to be individually packaged at all. T-shirts, dresses and shorts could be “roll-packed” with a string or paper band. Technical gear could be folded further to reduce the size of bags. And along the way REI set a high bar for any of their suppliers that would ensure packaging waste was a priority. 
  • NEMO works with DAC poles to eliminate 100,000 polybags in two years
    • Camping equipment maker NEMO started pulling product off their warehouse shelves and looked at what was actually necessary when it comes to packaging. Then they reached up the supply chain to the company that makes the poles for not only their tents, but for many in the industry, and worked with them to eliminate plastic bags that just weren’t needed. Now this change will work it’s way into other companies DAC supplies. This is a great example of working within the supply chain to spread environmental practices and make it easier for other companies to follow suit.



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Adventure is Everywhere for Polar Explorer Eric Larsen

11/5/2018

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Some people daydream about winning the lottery, starring in a movie, or scoring the winning touchdown. For those of us whose thoughts wander to hiking up a mountain or skiing through knee-deep fresh powder we can get caught up in the feedback loop of moments lived in extreme, awe-inspiring locations. But not everyone lives in the mountains.

As a biology major in college in Minnesota, Eric Larsen and his friends would make up challenges with the terrain that was readily available. They would say “Hey, let’s paddle across this lake, then bike to this city and back again and see how fast we can do it. Actually, let’s make it harder by doing it at night.” There were no sharp granite peaks or sub-zero temperatures, but it was a challenge, out in the fresh air, enjoying the peacefulness of nature around them.

These seemingly random self-imposed challenges would lead to Eric becoming the first human being to reach the North Pole, South Pole and the top of Mount Everest in one year. Not bad for a midwestern kid from Cedarburg, Wisconsin. Growing up, his dad was the beloved director of Riveredge Nature Center, so an environmental ethic and an appreciation for nature were just an automatic part of daily life.

He recently returned home from Colorado to do a self-imposed “WisconsATHON” challenge where he hiked, biked and kayaked for 9 days across the state to raise money for children's’ programs at Riveredge. As someone who grew up going there on school field trips, I reached out to Eric and we had the opportunity to grab a coffee and talk about sustainability in the outdoor industry.

One of Eric’s goals with his adventures is to raise awareness about climate change. He said most people don’t know that Antarctica isn’t just snow and ice, it’s a land mass that reaches an altitude of about 9,300 feet at the South Pole, and over 16,000 feet at its highest point at Mount Vinson. On the other hand, the North Pole contains no actual land, just shifting sheets of ice that doesn’t get much thicker than 3 or 4 feet. He has seen firsthand how our climate has been altered as the ice sheets get thinner and less predictable.

He’s also a big believer in sustainability when it comes to products in the outdoor industry, since the manufacturing methods required to make our gear have an impact on the very environment we love to explore. So far it seems like the majority of innovations have been in creating better ways to make products that have the same level of performance. For instance, there have been ways to make synthetic down insulation more environmentally friendly, and there is the Responsible Down Standard to make sure the geese, whose feathers keep us warm, are treated humanely, but as of yet there isn’t an option that has been more sustainable AND performed better. For Eric, when it’s 50 degrees below zero in the Arctic he still relies on tried-and-true natural down to keep him alive and as comfortable as possible.
Some of the companies that sponsor Eric are perfect examples of sustainability in action. For example:
  • MSR makes the camp stoves he uses to cook his food while out in the frozen tundra. They draw on their industry expertise through their Global Health program to bring clean water to people that need it, advance technological innovation, support STEM (Science, Technology, Engineering, Math) programs for children, and even work to stop the spread of Ebola through their Community Chlorine Maker.
  • Allied Feather & Down worked to develop the Responsible Down Standard to make sure the insulation is harvested ethically. This means that the geese and ducks are not live-plucked or force-fed, but are treated humanely.
  • Zeal Optics uses a plant-based plastic derived from the castor plant in their sunglasses and goggles instead of petroleum.​
  • Helly Hansen is transparent in its supply chain, uses the bluesign system to certify the environmentally-friendly nature of its fabrics, and works to reduce toxic PFCs that are common in most waterproof fabrics.

Sustainability is also about consumption. It’s been said that the most sustainable product is the one that you don’t buy. For a guy whose life literally depends on the reliability of the clothing he wears, the quality of gear and how long it will last him is of utmost importance. Being in the industry for many years, he’s seen how the need to constantly push new products can lead to overconsumption. Some of the most sustainable gear is the clothing that can be repaired and continue to be used because it was constructed with quality materials and made to last.

Eric Larsen is a man who has made a career out of putting himself in the middle of our planet’s most extreme environments. He’s not doing it to check it off a bucket list or get more instagram followers, he has a deep appreciation for nature and the solitude that can accompany it. Even on his trek across Wisconsin some of his favorite moments were when he was by himself and saw the various native wildlife that crossed his path.

With parks in cities of every size, he believes that we all have the opportunity to get out into nature, and for him the power of adventure to connect with others is a force for making the world a better place.

Eric Larsen's WisconsATHON featured 9 days of hiking, biking and kayaking across the state of Wisconsin.
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The Beauty of the Outdoor Industry

10/23/2018

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These days everyone talks about partnerships and collaborations, but it’s usually between complementary companies and organizations, where joining together benefits both because they aren’t competitors.

The Outdoor Industry Association has turned this idea on its head. I’ll admit, until I heard OIA’s Jennifer Pringle give a keynote address at the recent Marketing and Innovation Campsight event, I had never heard the term “pre-competitive.”

As the trade association that advocates for the outdoor industry, OIA created the Sustainability Working Group, a sub-group of companies working together to share best practices and make sure that their products contain less chemicals, are more durable, treat animals well, pollute less, and are produced by employees earning a fair wage in respectable working conditions, all while making a profit for their owners or shareholders.

I recently had the opportunity to sit down with Nikki Hodgson (pictured), OIA’s Sustainable Business Innovation Manager, someone who’s dedication is obvious. When I asked why she is passionate about sustainability, her response gets to the core of why these people are able to set competition to the side and come together for the greater good: “At its most basic, I believe sustainability is the practice of asking ourselves, “how do we do this better?” and that’s something I feel we should be asking ourselves personally and professionally every single day.”

In coordination with the Sustainable Apparel Coalition, and using measurement tools from the likes of Patagonia, Walmart and Nike, the Higg Index was developed. The index is “a suite of tools that enables brands, retailers, and facilities of all sizes — at every stage in their sustainability journey — to accurately measure and score a company or product’s sustainability performance. The Higg Index delivers a holistic overview that empowers businesses to make meaningful improvements that protect the well-being of factory workers, local communities, and the environment.” This video gives a great overview of the what and the why when it comes to OIA’s work on the Higg Index:

In true circular-economy fashion, there are a number of tools available for various steps in the lifecycle of a product, from design to manufacturing, retailing and finally the consumer. This is a massive project, and up until now the index has been mainly focused on industry professionals within the supply chain, and primarily for soft goods like clothing and accessories. The next step is integrating a model that consumers can use to differentiate products, and expanding to hard goods like snowboards, bikes and tents. They’ve already accomplished an enormous feat with over 130 outdoor companies adopting the Higg Index, representing over 8,000 factories worldwide.  

Think about this. In most industries players keep their cards close to their chest, keeping secret any new technology they’ve developed in order to get a competitive advantage. But here we have straight up direct competitors, literally sitting down at the same table and sharing what they are doing in an effort to be, well, GOOD HUMAN BEINGS. In an age of division and confrontation, these people are setting aside their own interests for the interests of all. It is truly a unique situation in the business world, an attitude that we could benefit from and I applaud them for doing what they can to make the world a better place.
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Vegan shoes are a thing? Yup!

9/5/2018

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When my lovely lady Elizabeth and I took a road trip to Asheville, NC for our anniversary I knew we had to visit a company called Astral. The core of their business has been PFDs (Personal Floatation Devices, or life jackets), but in recent years they’ve expanded into footwear. Their most unique products are basically water shoes that look like...well, shoes. Most paddlers are used to the standard issue footwear being something like a pair of Keens, Chacos or Tevas, and though they are great, Astral throws them for a loop by making essentially a shoe that drains and is meant to get soaked. We've done quite a bit of paddling this summer, and our Astrals have been perfect for walking on rocky bottoms, dragging the canoe to the put in, and walking around town after.

What’s the most surprising aspect of their sustainability? Well, first of all they’re vegan. Yes, there is such a thing as a vegan shoe. Basically, almost every shoe out there connects the upper to the sole using glue, and if you’re unaware, glue is made with animal products. So Astral has begun stitching their shoes together, harming no animals in the process.

Their PFDs also use a cool new filler that’s starting to really gain some traction, Kapok foam. The Kapok tree produces these crazy little pods that are filled with seeds and soft fibers, which can be turned into everything from fabric to foam. Since they are harvested after they naturally fall off trees there’s no harm done to the environment, and no toxic chemicals involved.  

They also use hemp as a material for some of their uppers, a plant that grows fast and dense, is resistant to many herbicides and pesticides, and is great for soil health.

Astral definitely likes to re-use leftover materials, since their LE9 jacket is made from scrap fabric, and their dog beds are made from extra pieces of foam. And aside from composting, recycling and managing water usage in their operations, they promote a love of the outdoors and the environment with #NatureFirst.

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