Growth Requires Bold Moves
In an era where technology is rapidly advancing, the outdoor apparel and equipment industry have been successful in quelling this advance by maintaining the status quo through the use of attractive marketing tactics to give the illusion of garment advancement. Don’t get me wrong, I admire the growth of the industry in recent years, however, with synthetic materials overriding natural fibres such as cotton and wool, organizations seem to have gotten too caught up in its designs and new functional purposes than the impacts that its materials are having on the environments of which its very business depend upon. As synthetic materials became ubiquitous in the market, it facilitated endeavours in making equipment lighter, and more comfortable for the users. This has enabled the accessibility of the outdoors for consumers. In order to facilitate water-proofing and dirt-repellency in synthetic materials, companies coat and manufacture products with polyfluorinated chemicals (PFCs). PFCs shed from their garments or equipment and build up in the environment. They are slow to break down and accumulate in water, soil, and animals – contaminating all levels of the food chain. PFCs have adverse health affects, such as stunting reproduction.
Páremo Clothing has set out to prove that PFCs are not necessary to deliver high quality outdoor gear. It is manufacturing garments with new fabric technologies that also enable the fabric to be recycled at the end of its life. This is a great case showcasing the constant innovation and curiosity that is required to break the status quo. Páremo will enjoy first mover advantage with its refined business proposition – although it is taking on risk and will need to manage this through educating consumers and providing proof that its products are equal to, if not better, than those that use PFCs. Páremo can also help other companies shift manufacturing processes to allow for the reduced contamination of the natural places that facilitate the sale of their products.
I may be a little biased here regarding the performance of clothing. While I 100% agree with the power of this movement and the definite necessary changes to how the textile industry uses certain materials and chemicals, which are ultimately harmful towards the environment, I do believe the case against synthetic vs. natural fibres is due to the development of time, the true innovation of our society and power of sporting excellence. Speaking from a high performance athlete perspective – clothing is everything, believe it or not. Having Usain Bolt race in a natural cotton tank top vs synthetic technical clothing, can very well make the difference between breaking a world record or not. Same can be said for Michael Phelps and his numerous record setting gold medals that were separated by a fraction of a second. Yes we can argue that this athletic apparel can be regulated so that all competitors must use natural materials, but doesn’t that inhibit the pursuit of human sporting excellence. The case can be made for a number of sports and recreation materials. Maybe I’m wrong but, maybe making it to the top of Everest wouldn’t be possible without the help of synthetic materials in ones apparel. I would love to be able to row in a more sustainable clothing material, rather than spandex, but the nature of my sport and my pursuit for pure excellence and superhuman feats, clothing plays a significant role.
Aaron, your comments on high-performance athletic garments is totally onside. I agree that there is no way world records could be broken now without the advantages that these highly advanced garments provide. Here, I am referring to the outdoor apparel and equipment industry as this is what I am now most versed in. I would not personally classify high-performance athletic apparel such as the suits Phelps wears as consumer goods. Early mountaineering feats, even Everest, were performed in army surplus gear. Outdoor and expedition gear was historically prized for its ability to absorb water (e.g. wool & cotton). We have come a long way – which I am happy about. It is nice to get soaked and have the capacity that quick drying materials provide. This is primarily looking to the romanticized simplicity that outdoor excursions can have – not requiring the latest and greatest gear (although it certainly is a nice luxury).