Patagonia named EcoBrand of the Year
Ceremony for 4th VOLVO SportsDesign AWARD for “EcoDesign during ispo_winter 08
Munich, 08 February 2008 – The results for the 4th annual VOLVO SportsDesign AWARDS are in. Taking the price for “Eco Brand of the Year” are outdoor clothing specialists Patagonia, who received their award in recognition of constant commitment to environmental issues during the VOLVO SportsDesign FORUM at ispo winter 08. The theme for the 2008 edition of the AWARD is “EcoDesign – Form follows Sustainability.”
Patagonia named “EcoBrand Of The Year 2008”
The main event at this year’s VOLVO SportsDesign AWARDS clearly consisted of the prize for “EcoBrand of the Year,” given in recognition of trailblazing commitment and consistent initiatives in terms of the environment and sustainability. This special award was handed out for the first time this year and went to California-based outdoor clothing specialists Patagonia for their achievements in protecting the environment.
“The VOLVO SportsDesign AWARDS are an internationally renowned reward for excellence in the sports fashion and design scene. Patagonia is among the leading companies in the field of outdoor clothing, while operating on an environmentally conscious company concept that clearly emphasizes the reduction of environmental impact over cost savings in
the production process,” said Jonathan Disley, Program Chief Designer at Volvo Car Corporation in Goeteborg, jury member at the VOLVO SportsDesign AWARD about awarding the special price to Patagonia.
Saving the Environment is Fundamental to Company Philosophy
Over the past 12 months, Patagonia has supported environmental activist groups around the world with a total of US$2.5 million. This amount adds up to the “earth tax,” which the founder and owner of Patagonia, Yvon Chouinard, committed himself to pay. Since 1984,
Patagonia has been actively saving the environment by attributing one percent of the company’s annual profit to projects in the fields of natural preservation and re-naturalization. As part of the program, Patagonia so far has contributed more than US$25 million to environmental causes. From day one, the commitment towards the environment had been
a fundamental part of Patagonia’s company philosophy, which reads: “Manufacture the best products, with the smallest impact on the environment, while inspiring others to do the
same.”
For over ten years now, Patagonia has exclusively used organic cotton for their clothing. At the same time, they have inspired and motivated a significant number of other manufacturers to follow their lead. The main aim is to keep the impact on the environment as low as possible, both in the manufacturing of the actual product, as well as in growing the necessary resources behind it. The same goes for dyes, bleaches and chemical treatment of surfaces. Patagonia’s mid-range goal is to make all products recyclable. In 1993, Patagonia introduced a fleece top from recycled polyester for the first time. The company is currently recycling worn-out functional underwear, fleece products, their own
cotton T-shirts and starting in summer 2008 will also re-use a number if functional outdoor jackets and isolated clothing for their functional outerwear. When it comes to design, Patagonia’s philosophy is based on a quote by French pilot and author Antoine de Saint-Exupéry: “Perfection is not reached when there is nothing left to add, but when there is nothing more to take away.”
“Like hardly any other brand, Patagonia is consistently blending the highest standards in sustainability and exclusive design with utmost quality,” said Andrej Kupetz, jury member and head of the German Design Council. Every add-on item has to be highly resilient and
durable. Every item of clothing is made as light, smooth and soft as possible for a convenient and dry comfort in wearing it on your skin, while being easy to clean and maintain with a great overall design.
Excellent working conditions and awards for environmental commitment
Patagonia has already received numerous awards for their constant commitment to
sustainability. The company’s very own daycare center replete with playground and
freeclimbing wall, the sports facilities and organic restaurants reflect this commitment on a
direct level when it comes to their own employees and the environment. Surfing at a nearby
beach only five minutes from the company’s headquarters is also highly encouraged.Employees in Europe receive compensation for their gym memberships. And every kind of
individual environmental activity on behalf of the employees is also highly encouraged:
Every employee is given the opportunity to spend two months each year working on
environmental projects while receiving full pay.
What makes Patagonia different?
In 1957, Yvon Chouinard, a young American of Franco-Canadian origin starts making his
own climbing equipment driven by his growing dissatisfaction with the quality of pitons on
the market. At an old blacksmith’s workshops he starts making his own pitons from steel
recycled from old lawnmower blades. This makes his new pitons significantly lighter and
more resilient than conventional models. All pytons not used by himself, he sells to his friends. With demand on the rise, Yvon soon starts selling pytons from the trunk of his car.
By 1970, Chouinard Equipment is the largest supplier of climbing equipment in the US. In
1973, Chouinard starts Patagonia. He chooses the name in tribute to the unique southern
Argentinean landscape with its beautiful wilderness, its glaciers and high peaks. The
brand’s first collection consists only of a number of sturdy rugby shirts and a number of
indestructible corduroy shorts – so it is safe to say that they’ve come a long way.
Winners of the Volvo SportsDesign Awards 2008 “EcoDesign”
o Outdoor Equipment: OutDry® membrane system for water-proofing footwear, Italy
o Ski Equipment: Grown Skis, Wooden Skis, Germany
o Board Equipment: Amer-Salomon, Salomon Snowboards, SickStick, France
o Apparel: Klättermusen, Einride Jacket, Sweden
o Wheelers: Essedum, CycleCaddy Waggon, Germany
o Accessories: Plantaplast, BioGolfTee, Austria
o Concepts: Max Koriath, “schöner bootfahren”, Weissensee School of Art Berlin
o Special Award “EcoBrand of the Year”: Patagonia, USA
The jury consisting of experts in the fields of design, fashion, sports, industry and the environment:
o Andrej Kupetz, Managing Director of the German Design Council, Frankfurt
o Gerrit Terstiege, Editor in Chief „form“
o Dr. Ali Ansari, Academy Director of AMD, Akademie Mode und Design, Munich
o Dr. Kuno Prey, Designer, Professor and Dean at Bozen University, Italy
o Reinhard Pascher, CEO Pascher+Heinz Sports Marketing, Munich
o Peter Waeber, CEO bluesign technologies, Switzerland
o Ursula Tischner, CEO econcept, Cologne
o Christian Hochfeld, Deputy Director Oeko-Institut, Freiburg
o Mark Held, General Secretary EOG Association for conservation, Switzerland
o Christoph Ebert, Professor for Sports Sciences, TU Munich
o Petra Griesel, Community Manager, ispo Munich
o Tobias Gröber, Group Director, ispo Munich
o Niklas Gustavsson, Director Environmental Issues, Volvo Car Corporation Goeteborg
o Jonathan Disley, Program Chief Designer Volvo Car Corporation, Goeteborg, Sweden
o Anna Rosen, Designer, Volvo Car Corporation, Goeteborg, Sweden
For additional information and photos, please visit www.ispo-sportsdesign.com
About the VOLVO SportsDesign AWARD
In 2005, the VOLVO Car Corporation in Goeteborg and ISPO Munich, the world’s largest sports-specific trade
fair for sports equipment and fashion, created the VOLVO SportsDesign AWARD. The award is given in
recognition of products that stand out from the rest of the industry either through their innovative step or their
design. Since then, the VOLVO SportsDesign AWARD has advanced to become one of the most renowned
honors among companies, designers and students. This year, the awards are handed out for the fourth
consecutive time. For all award winners and nominated products, the specifically installed AWARD exhibition at
ispo winter 08 and ispo sport & style 08 provides the perfect showcase. All winners receive an exclusive awards
sculpture as well as a two-page feature presentation of their products in the VOLVO SportsDesign Award
yearbook. Additionally, plans are underway to present the winning products at further VOLVO SportsDesign
Award exhibitions, e.g. at the Beijing Olympics in 2008.