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.

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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