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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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VIDEO: Crankworx’s Mt7 Psychosis DH Course Preview is Nuts
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VIDEO: Crankworx’s Mt7 Psychosis DH Course Preview is Nuts

VIDEO: Crankworx’s Mt7 Psychosis DH Course Preview is Nuts

GoPros have revolutionized action sports videos over the past decade or so, giving a wide segment of the population the ability to show off their perspective while getting rad. However, just about anyone who's skied or biked a ridiculously steep line and then looked at their GoPro footy has probably thought "Wow, this looked WAY steeper in person." I'm no cinematography pro, but there's something about GoPro angles that simply don't convey pitch very well. So, when watching a video like this

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VIDEO: Emil Johansson’s First Experience at Red Bull Rampage
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VIDEO: Emil Johansson’s First Experience at Red Bull Rampage

VIDEO: Emil Johansson’s First Experience at Red Bull Rampage

Swedish freeride biker Emil Johansson got the call for Red Bull Rampage a mere three days before shovels hit dirt in Virgin, Utah, leaving him very little time to pack up his gear and fly around the world. Upon arriving, he had a frantic few days of digging and riding old Rampage zones in order to acclimate himself to the unique style of riding demanded by MTB's gnarliest event. RELATED: Check out the trailer for TGR's In spite of the insane pressure and unfamiliar conditions, Johansson put

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Full Send: Big Tricks on Red Dirt
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Full Send: Big Tricks on Red Dirt

Full Send: Big Tricks on Red Dirt

Cam Zink, Ethan Nell, and Jaxson Riddle have each spent their fair share of time biking in Southern Utah. Both Nell and Riddle grew up in the region, and Zink has spent plenty of time there while competing at Red Bull Rampage, filming for various projects, and riding with friends. However, no matter how much time one may have spent exploring Southern Utah, all it takes is a shovel and a vision to create something brand new. RELATED: Full Send- Big Mountain Freeriding in the Purcells The trio,