Patagonia’s transparent fabric makes them who they are
Last fall, Patagonia launched an inconspicuous microsite called the Footprint Chronicles. The purpose of the site is to track the environmental and social impact of a handful of the company’s retail apparel offerings. Good and bad. I love it. And I’m excited to hear that Patagonia plans on tracking another 10 products on the site this year.
Of course, Patagonia isn’t alone in its concern over its impact on the environment. Timberland, in a similar move, unveiled a ranking system last year for its leather walking shoes and clogs that suggests how “eco-friendly” the shoes are. Timberland believes (rightly, I think) that environmentally-conscious shoppers will be 1) more likely to buy shoes they know have been made and delivered mindfully and 2) more loyal to companies that endeavor to be transparent by providing this kind of information for the customers who want it.
To be sure, Timberland is acting for both environmental and economic reasons. But I don’t care if it’s a 50/50 split or 95% driven by economic factors. As long as the company is making a good faith effort to be honest and transparent and mindful about its selection of materials and in its production and delivery practices (and I have no reason to believe they aren’t), why should it matter? I applaud them for doing it and refuse to take the bait to look for the cynicism behind their efforts. Good for Timberland. read more