Interesting positioning from Puma - definitely creating distance between themselves and the performance brands - I'm not too sure about the "ironic" pompous voiceover - but i do like the copy about champions towards the end.

the video is a little bit judderman (think a fangela is scarier though)..but the handclaps or blocks whatever in the tune are pretty addictive.

The apparel industry is edging closer to an eco-index that will allow companies to assess the environmental impacts of individual products along their supply chain.

More than 200 outdoor businesses including Timberland, Levi Strauss and Columbia Sportswear are already involved in the industry-wide scheme spearheaded by the Outdoor Industry Association (OIA) and the European Outdoor Group, which last week unveiled a beta version of their Eco Index web-based software tool.

The idea is to help designers benchmark and measure their environmental footprint of their products, by allocating scores in areas such as material types, sourcing, waste, labour practices.

Ultimately, this should highlight areas for improvement, and eventually allow them to make smarter choices at the beginning of the design process on everything from how they choose materials through to sourcing and even recycling decisions.   

"To truly empower consumers, we knew we needed a commitment from the entire industry," explains Betsy Blaisdell, senior manager of environmental stewardship for Timberland, which has already pioneered its own Green Index to rate its footwear products with details of their environmental impact.

"First mover companies only get so far - collaboration is integral to achieving a consumer-friendly, industry-wide standard, which is why we applaud the launch of the OIA Eco Index as a positive step in the right direction."

First environmental assessment tool
While the Eco Index is not a consumer-facing label at this time, it is on track to become the industry's first standardised environmental assessment tool.

It is divided into three levels: guidelines, indicators and metrics. The guidelines offer ways for companies to be more sustainable when making products, while the indicators allow firms to score individual items on areas such as materials, packaging, manufacturing and assembly, transportation and distribution, use and service, and end of life.

The third level, metrics, requires input on the finer details of a product to get specific information on energy and greenhouse gas emissions, water, waste, land use, chemicals and toxics in humans and the environment, and biodiversity.

In essence, it can be used to answer questions like how much energy was used in making a pair of jeans, or the carbon footprint of hiking boots.

The Eco Index framework is also designed to be modular, so companies can start small and work their way through it as they are able based on their level of knowledge and resources.

Sustainability drives business
Sustainability issues are increasingly central to the way apparel and footwear firms are currently doing business.

As well as Timberland with its 'Green Index,' other initiatives include care tags from Levi Strauss to encourage people to wash clothes in cold water, line dry them to reduce energy, and recycle them when no longer required.

Puma also wants to bring 50% of its products in line with its Sustainability-Index (S-Index) by 2015, which includes the production of footwear and apparel using organic cotton and recycled materials.

And Nike has increased the use of environmentally preferred materials, and reduced or eliminated toxics and waste, in its Considered Design performance products.

But while individual companies are keen to understand the impact of what they're making on society and the environment - and to publish that information - this is the first time they are all teaming up to contribute to an industry-wide standard for environmental labelling

The ultimate goal is to make it easier to discuss environmental impacts with suppliers, and allow consumers to compare the environmental impact of products across brands.

“I think so many companies want to do the right thing environmentally but not every company has the ability to understand what the right thing is,” notes Jill Dumain, director of environmental strategy at Patagonia, chair of the US-based Eco Working Group Advisory Council and a member of the steering group of the European Sustainability Working Group.

“We?ve been able to bring together the best minds and the best ideas and come up with an index that is really progressive and that everyone has agreed upon. Partners along the supply chain can work towards the same goal and change within the industry will happen at a quicker rate.”

The Eco Index is currently around 80% complete, and the OIA has set itself the goal of launching the first phase of the tool in early 2011. Companies are also encouraged to trial test their products through the Eco Index.

Its really interesting to see Timberland driving the sustainability agenda in their market, this is some turnaround for a brand whose positioning has gone from lumberjack, through gangster to now leading the way in ethical outdoor wear. When they bought Howies a few years back, who would have know that that was just the beginning of a major change in the company. Great stuff.

you don't have to surf (and i don't) to appreciate this...but flippin' hell.

I found this on the ever excellent malbonnington.com site. Great interview with the godfather of apple design.

For anyone who ever needed a touch of levity in a semi serious situation.