Unfortunately, with our demand for new products, desire to travel to new spots, and need to keep wind, rain, snow and waterproof, us surfers, snowboarders and skaters have to admit - we've got a pretty high carbon footprint.
But admitting exactly what each of us, as individuals, contribute is the vital first step; Patagonia, already known as a pioneering eco friendly company, started by a passionate surfer, is leading the way with it's latest project - The Footprint Chronicles.
An interactive mini-site, The Footprint Chronicles allows you to see exactly how five Patagonia products emerged from raw materials, design, to manufacture, distribution and delivery - examining production processes on an industrial scale.
Ok, so it's a great piece of positive PR for Patagonia - and does highlight what they're doing already to reduce their impact, but the company are also admitting the areas that need work - such as cross continent distribution.
It's promised to be an ongoing education, with new products added each season, and it's for sure an eye opener that will get you looking more closely at your personal daily impacts as a consumer...
Check it out www.patagonia.com/footprint
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