Mark Little, who is in charge of product planning for Patagonia in the United States, where the company is headquartered, interviewed Business Insider Japan.
“A lot of people don’t understand how serious we are about saving the planet, but I’m dead serious.”
Yvon Chouinard, founder of global outdoor company Patagonia, said in a video released in 2023.
In 2019, Yvon transferred his and his family’s shares in Patagonia to environmental nonprofits and others. Stock dividends of about 100 million dollars (about 13 billion yen) every year became a hot topic as they were used for environmental conservation.
Patagonia continues to make proposals to the government with the mission of “We run a business to save our home planet Earth.”
But on the other handThe contradiction that creating and selling new products is nothing but placing a burden on the environmentI also have
Founded in 1973, Patagonia is celebrating its 50th anniversary this year.This time, Mr. Mark Little, who is in charge of product planning in his home country of America, came to Japan for the 50th anniversary.“Can environmental protection and product manufacturing coexist?”I heard
Mark Little, Global Product Line Director for Men’s Life Outdoors at Patagonia. Joined Patagonia in January 2012. He has served as product line manager for men’s sportswear and surf apparel since March 2015.
“Is there any point in making that product?”
Patagonia store. Taken at “Patagonia Tokyo Gate City Osaki”.
“What we value above all else in making our products is quality.
We do not get tired of using it for a long time, and we believe that it can be used for a long time.timeless (not affected by time)I think it’s important to create timeless products.”
Mark Little, Patagonia’s global product line director, emphasizes that.
Mr. MarkOver 23 years of experience in the apparel industryAt Patagonia, we have also been involved in reducing the environmental impact of the product manufacturing process.
According to Mr. Mark and his team of product development, they first confirm “whether it is really necessary to make the product” before planning the product.
“Before proceeding with product development,What problems does Patagonia solve by making this product?I think. Creating a product also uses precious resources.
We believe it is important to use sustainably sourced materials in our products and made as responsibly as possible.”
However, creating a new product also places a burden on the environment.
In that regard, Mr. Mark”I don’t think it’s a good idea not to make things for the planet, but I also don’t think it’s a good idea to stop doing business.”It says.
“People don’t change what they consume, but we believe we can influence what and how people consume, and the ingredients and methods used in the products they consume.”
2015 “Out of Business”
In 2015, Patagonia ran a campaign called “Because Denim is a Dirty Business.”
Mr. Mark cites as an example symbolizing “Patagonia’s manufacturing”,Jeans announced in 2015is.
Patagonia at the time of the announcement of the latest jeans”Because Denim is Filthy Business.”He drew attention with his self-deprecating copy.
In the denim manufacturing process, especially the blue color that is characteristic of denim, a large amount of wastewater was generated during the dyeing process, but many consumers at the time were not aware of this fact.
Mark joined Patagonia in 2012 and was involved in this denim project.
“It was the season when I decided, ‘If there’s nothing good for the environment, I won’t make any more’ at Patagonia.
I gave up on my old way of thinking once and for all, and in a way I left the business.I think you can also say
What comes first in business
“It’s time to abandon the notion of growing for the sake of growing,” messages were posted inside Patagonia’s stores.
At that time, Patagonia announced jeans that were particular about dyeing methods and materials.
By introducing a new dyeing method, we have reduced wastewater by more than 80% and reduced carbon dioxide emissions by 25%.
Patagonia originally switched to organic cotton grown without the use of pesticides in 1996, including the raw materials used in denim, but has been more thorough in certifying raw materials. It is said that the jeans were manufactured by having the manufacturing factory acquire fair trade certification.
Mr. Mark, who has experience working for another apparel company,”At that time, we were in a world where we were just trying to increase sales and release more and more new products.”and look back.
On top of that, Patagonia’s attitude is very different from other companies.
“Patagonia is, of course, a private company, and sales are important to influence.
But the most important thing is to make products responsibly. It comes down to business. You can’t do business on a dead earth.”
What impact will the stock transfer have?
As mentioned above, in 2019, Patagonia founder Yvon transferred his shares to an environmental protection NPO.
“The Earth is our only shareholder,” Yvon’s words are Patagonia’s philosophy.
Mr. Mark says that he communicates with Mr. Yvon on a daily basis.
“The way we make products, our approach, and our way of thinking haven’t changed. Now that the Earth has become our ‘boss’, I sometimes think, ‘Today, Mori (= your boss) is angry’ (laughs).”
New materials born from fishing nets
“Down sweater” released by Patagonia as a fall/winter 2022 product. Taken in July 2022.
The development of new materials is essential for Mark to create timeless products.
Patagonia’s 2022 autumn/winter down sweater uses a fiber made from “NetPlus,” a material made from recycled fishing nets, as the surface material.
“Netprice” is a material that a venture company working with the Chilean fishing community collected, dismantled and reshaped fishing nets that were no longer in business.
“Conventional recycled materials are made by recycling materials from the apparel industry and turning them into new products.
However, new materials such as Net Plus take a different approach, using marine plastic waste and materials from disposal and incineration plants as raw materials.The idea that the more this material is used, the more it will lead to the reduction of marine plastics.is”
The 2023 new work will also have “social value”
“The new film will be environmentally and socially conscious,” Mark said.
Regarding the new work for Fall / Winter 2023 that will be announced from now on,”It’s not just about materials, it’s also about social aspects.”.
Patagonia is currently working with local partners in low-income areas of developing countries such as Haiti, Costa Rica, and Honduras to turn discarded PET bottles into new materials and develop new products.
“We will continue to aim to create products that add both environmental and social value.”
We create new products and increase profits while protecting the environment.
How can the apparel industry fulfill its responsibility? I wonder if Patagonia’s challenge will be one of the answers.
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Source: BusinessInsider
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