Look Good And Feel Good In 72 Earth- And People-Friendly Styles This Spring
CARLSBAD, CA (March 6, 2014) — PrAna has increased its organic cotton offerings by another 11% since its last collection, helping people choose more apparel that’s pesticide- and insecticide-free, while supporting its suppliers’ communities.
“One of prAna’s core values is sustainability so converting current styles to organic cotton while introducing new ones is an ongoing initiative for us,” said prAna Sr. Merchandise Manager, Christian Castellani. “The environmental and social impacts of conventional cotton are felt worldwide from the time of a farmer plants the seed, to the time it reaches the consumer. The organic variety still only makes up about 1% of the overall cotton production in the world. But every time you purchase an item made from this sustainable material, you are voting for more organic cotton.”
Organic cotton production replenishes and maintains soil fertility, eliminates the use of toxic pesticides and fertilizers, and promotes diverse agriculture. It’s safer for farmers and factory workers who are less exposed to the harsh chemicals found in conventional cotton production. Federal regulations also prohibit the use of genetically engineered seeds for organic farming. Third-party certification organizations verify that organic producers use only methods and materials allowed in organic production. Conversely, conventionally grown cotton consumes about 25% of the insecticides and more than 10% of the pesticides used in the world.
“When my wife Pam and I first learned about the many benefits of organic cotton, we thought ‘this is it,’ and we never looked back,” said prAna founder Beaver Theodosakis. “We started with just a couple styles, but we’ve worked to build a strong network of suppliers and now we’re up to 72 — it’s our intention to show how more brands and manufacturers can make this positive change. It’s good for our clothes, it’s good for our environment and it’s good for the workers who are handling these materials.”
At the same time prAna is increasing its organic cotton styles, it’s reducing its conventional cotton offerings. Each new cotton style it introduces is made from organic cotton. This spring, look for the women’s Alba Tank and Britt top, as well as the newly redesigned Malibu yoga pant. For men, the Midas shirt comes in three great colors, and the popular Bronson pant has been converted from conventional to organic cotton.
To learn more about this and other ways prAna is working to give more to this world than it takes, please visit prana.com/life/sustainability.
PrAna is a lifestyle brand that draws its name from the ancient Sanskrit word for breath, life and vitality of the spirit. Born from climbing and yoga, the prAna team creates mindfully-designed, purposeful and stylish apparel for free spirited people to pursue their passions on the water, mat, rock, trail, and street. From its beginning in 1993, prAna has been committed to weaving sustainable practices into its operations and supply chain, working to reduce its impact on soils, water supplies and other natural resources while promoting conservation. PrAna is also conscious of its impact on communities and has worked to include a growing number of fair trade styles every year. It is the first apparel company in North America to offer Fair Trade USA certified products and accessories. PrAna is sold in five flagship stores, online at prana.com, and in 1,400 specialty retailers across the US, Canada, Europe and Asia.
For a list of prAna retailers, please visit http://www.prana.com/dealer-locator.html.