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MTB Apparel Brand Pledges to Plant 1 Million Trees Annually

Fashion can be pretty dirty, at least when it comes to global carbon emissions. It turns out that the textile industry has a pretty hefty carbon footprint, and the only thing surpassing it is the fossil fuel industry, which says a lot. As a result, more outdoor brands are critically rethinking their business strategy.

RELATED: Check out TGR's apparel made completely from recycled plastic

For a brand like Endura that operates on a global scale, they’ve been asking themselves how they could do more. Change for them started with small but important steps like offering a repair service for their MTB kits and making all their garments poly-fluorinated-chemical-free. But the brand didn't want to stop there, instead, they thought even bigger and bolder. 

At the start of 2020, they launched the One Million Trees Initiative, aiming to plant—you likely guessed it—one million trees. It’s not just a one-time thing too, they’re hoping to do this annually as a way to help reduce the quantity of carbon in the atmosphere. This past January the project kicked off in Mozambique with the Eden Reforestation Project, and already they've hit their halfway mark by planting nearly 620,000 mangroves. Moving forward, Endura hopes to expand this project closer to home by replanting trees in Scotland. 

It’s one world, so we’ll plant trees wherever we can do it quickly, cheaply, and wherever they’ll be protected. 

- Pamela Barclay, Endura’s co-founder and Brand Director 

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Danny MacAskill Shreds the Streets of San Francisco
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Danny MacAskill Shreds the Streets of San Francisco

Danny MacAskill Shreds the Streets of San Francisco

San Francisco has always been known for its skating culture. But veteran biker Danny MacAskill shows us in his “Postcard from San Francisco” that the picturesque hills and ample street features are just as shreddable on a bike as they are on a board. MacAskill always packs his edits with insane creativity and entertaining lines, and this video is no different. I swear my jaw dropped every ten seconds when I watched it for the first time. Danny sniffed out lines that few other riders could

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Emil + Esperanto | The Black and White Cut
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Emil + Esperanto | The Black and White Cut

Emil + Esperanto | The Black and White Cut

Going through the archives months after a project can yield some new perspectives on a memorable shoot. When we filmed Esperanto over the last two years, we ended up with an insane amount of extra footage that deserved to see the light of day, but one segment in particular stood out: Emil Johansson's pursuit of perfection at La Fenasosa Bike Park. Director Jeremy Grant dug through the Esperanto tapes to pick out the best shots from Johansson's groundbreaking slopestyle segment in Teton

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​Video: The Transition Crew Heads North of the Border on the new TR11
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​Video: The Transition Crew Heads North of the Border on the new TR11

​Video: The Transition Crew Heads North of the Border on the new TR11

We’ve long known that the Transition Bikes crew knows how to have a good time on two wheels – but the introduction of their newest party bike, the all-new TR11 (yes it’s allow, and yes it’s a mullet), just led them to go off the rails. Heading north deep into Canada with Esperanto athletes Johny Salido and Hannah Bergemann in tow, the crew rode some classic BC freeride spots including Kamloops and Farwell Canyon to name a few.