One of the most important iconic figures of the sustainable luxury sector could be Douglas Tompkins. He founded ‘North face’ in 1966, an american company specialsed in sportswear and clothing for outdoor activities.
“Why has Douglas Tompkins become so important?”
Douglas has always supported environmental sustainability and recycling as an integral part of brand identity. The company has undertaken several initiatives to reduce the environmental impact of its products and operations.
THE USE OF RECYCLED MATERIALS: increasing the amount of recycled plastic in their polyester fabric, North face provides a market solution for a growing problem – used water and soda bottles. They are also helping to reduce dependence on fossil fuels by reusing those materials already in existence. In addition, recycled polyester has a lower impact on air and water resources than virgin polyester.
PRESERVATION PROJECT: North face has collaborated with organizations such as “The Conservation Alliance” and works to protect endangered natural environments.
RECYCLING SCHEMES: it offers a program called “Clothes the Loop”, that allows consumers to drop off their unwanted clothing and footwear at THE NORTH FACE RETAIL AND OUTLET STORES. It doesn’t matter what condition the clothes are in or what brand they are. The items dropped in their collection are sent to a recycling center where they are carefully sorted based on over 400 categories. They are then reused to extend their life or recycled into raw materials to use in different products.
STANDARD OF SUSTAINABILITY: finding better materials; minimising waste; designing products that last; support circularity.
Which of these backpacks in the picture do you think is more “ecofriendly”?
Although, at first chance, it seems that nothing relevant changes between them, there is an element that has an impact on our perception: "THE COLOR". Backpack B has much higher saturation than the first. Saturation, also known as colorfulness or vividness, refer to a color’s purity and intensity, so consumers tend to unconsciously associate low color saturation with a product’s “gentler” impact on the environment. In the conclusion, backpack B is perceived more sustainability.