Textile Insight

The article, which quotes high-level execs from J.C. Penney and Target talking about the increase in "eco-friendly options" and "sustainable clothing" on store shelves this fall, also includes comments from Greg Thomsen, managing director of adidas outdoor regarding the company's latest footwear made from ocean waste. The takeaway: The outdoor industry is no longer alone fighting the good fight for environmental responsibility. It's a new day for sustainability as other industries begin to shoulder efforts to bring about a broader, more diverse future for eco-correctness. Jeff Nash, a managing partner at Futuremade confirms that this is a time of transition. "Big companies are making big commitments with top down level support for goals," says Nash, who has a deep background in sustainability leadership within the outdoor space. He is encouraged by what he describes as a modern goal-driven approach being adopted by big fashion brand retailers toward advancing sustainability initiatives. Like Nash, Bob Buck of Chemours, has been a strong advocate for sustainability for decades. "There is no let up in energy commitment for sustainability. But now it's going beyond the core outdoor (audi- ence) and into new directions," states Buck. He highlights Chemours' innovative collaboration with British firm Tesco in launching a UK schoolwear program that features Chemours' PFC-Free fabric pro- tector Teflon EcoElite. Joe Walkuski, Texbase CEO, believes a "rising tide of accountabil- ity" is contributing to this contemporary shift toward heightened sustainability awareness and action. "The consumer is driving this trend of accountability; Consumers want to understand what goes into textiles that come in contact with their skin, and hence brands need to be accountable, and this translates to supply chain transpar- ency," explains Walkuski. According to a 2015 Cone Communications Global CSR Study, 84 percent of consumers say they seek out responsible products when- ever possible, and 71 percent are willing to pay more for a socially or environmentally responsible product. Farla Efros, president of the strategic firm HRC Retail Advisory says that her research has found that 85 percent of Generation Z will choose eco-friendly products over those that are not. As these surveys suggest, purchasing solely based on price is becoming an outdated model. Younger generations shop according to value, authenticity, and trust – all qualities that tie directly to sustainability. "People are receptive to animal welfare, organic, social respon- sibility, and carbon footprint. In the hierarchy of decision-making evidence now points to healthy living," comments John McKeon, CEO of Allergy Standards, owner of Asthma & Allergy Friendly Certification Program. His mantra, "Health for planet, health for people," taps into the wellness megatrend that McKeon believes provides ideal crossover with sustainability. Renee Henze, marketing director for Sorona, sees a future of more plant-based fibers used in everything from packing to personal care as well as apparel. "In new product development, you have to have performance, but it has to be done sustainably," says Henze. Others agree. Walkuski explains, "In the past, quality was about function -- waterproofness, shrinkage, etc., and it was straightfor- ward. Today quality is concerned with multiple attributes. Building a quality product from the very beginning includes taking a pro-active approach to sustainability all along the supply chain." States Nash, "The Sustainable Working Group is 10 years old, the Higg Index is four years old, and industry collaboration is on the rise. There is harmonization in tools and methodologies. From heritage companies to start ups, there's no need to re-create the wheel, the basic framework and best practices are in place. So when an issue arises now, for instance with down or wool, the industry rallies and change happens quickly." In other words, we have a new starting point for sustainability. Sustainability as a Lens to Innovation "The bar of sustainability keeps raising every year," says Nash, who worked at Black Diamond and The North Face prior to co-founding Futuremade, a sustainability consultancy firm that tailors solutions for clients navigating today's complex sustainability landscape. Interestingly, a majority of FutureMade business is coming from fashion and retail clients. "They are the ones making strong commit- ments to sustainability," says Nash, who is based in Park City, Utah, and suggests that during this period of disruption big companies are looking to re-brand, restructure and/or find a unique voice and textileinsight.com 30 • Textile Insight ~ September / October 2017 EXECS SEE BIG IMPACTS ON THE HORIZON A NEW DAY FOR When a headline in USA Today proclaims, "This back to school season it's cool to be eco-conscious," you know that sustain- ability has reached a new tipping point. By Emily Walzer

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