Scottish cycling apparel firm Endura has passed the halfway mark of its One Million Trees initiative and has already planted more than half a million trees in 2020. By the end of June 2020, exactly 619,962 trees had been planted on a site sponsored by Endura in Mozambique, and more are being added every day.
Endura notes that these trees not only help to reduce the quantity of carbon in the atmosphere, they also bring significant social benefits for the local community.
Endura adds that the textile industry is increasingly under the spotlight for its global carbon emissions that are second only to oil. Fast fashion has become a dirty term.
Endura argues that its kit, on the other hand, is built to last. Nevertheless, the company recognises that there’s a lot of work to be done, both across the company and the wider industry. While it has been taking steps towards change (its kit has been PFC-free since 2018, it offers a repair service, and 1% of net profits go to good causes), there are much challenges remaining.
Endura points out that these challenges are about infrastructure, which will take years to change. The company’s founder and Managing Director Jim McFarlane said “The one thing we must focus on now is the climate emergency.
“Once the ice caps have melted you’re not going to refreeze them any time soon – that’s the reason for our Million Trees initiative.”
‘Forest restoration is one of the best solutions to de-carbonise the atmosphere we have available today, these reforestation projects also have a huge positive impact for the local community involved in the planting of the trees.’
In addition to Mozambique in Africa, Endura is also working on a project closer to home to plant native species of trees in its Scottish homeland.
“It’s one world, so we’ll plant trees wherever we can do it quickly, cheaply, and wherever they’ll be protected,” said Endura’s co-founder and Brand Director Pamela Barclay.
“We continue to work hard to drive authentic sustainability across the whole product offering and the business, but our brand has a long way to go.”
