The NAU Revolution?

I'm a little behind in my magazine reading. Two weeks ago I was waiting to get my haircut and reading Outside. (The one with Shaun White's way to close-up grill on the cover. February 2007 for those sticklers for details.)

I knew I needed to pick up a copy because of the article "A Mighty Wind" about the small Danish island of Samso (Happily published online, please read.), but as I read it this evening, I became immersed in NAU, an upstart sustainable clothing company. The name comes from the Maori language and means "come to me" and also implies that the time for a sustainable clothing company has come.

NAU is trying to revolutionize the world of outdoor clothing from the ground up. They have a concept of being completely sustainable, both in product and distribution, minimizing their global footprint, operating their own retail outlets, and designing clothes from fully recycled or natural materials.

The idea behind the company is very exciting and has drawn a number of talented individuals and money into its fold, but it has yet to launch due to hold-ups with capital and materials. Today's outdoor clothing and retail markets are treacherous, as is most business. Now-a-days it seems that it is sink or swim. (But that sounds like another post topic) However, a wind of change is blowing.

As sustainable business becomes more fiscally possible, and even profitable, more people are willing to invest. Beyond that, consumers are becoming more saavy about companies. The product or service isn't the only driver for purchase. The morals, ethics, and social causes are becoming just as valuable. This factor is more evident as new media creates more impact and awareness for the behind the scenes of companies. Mainstream Media is also taking notice of these outside-the-box practices.

Companies such as REI invite its customers to join and become co-op owners and have a say in who runs the company and be aware of their social outreach efforts and environmental causes. Patagonia invests heavily in conservation and social causes. The difference, REI and Patagonia, developed their societal endeavors as secondary to their service/product (Not entirely accurate, but a significant varient to NAU). NAU, prior to even launching, they have pushed their agenda on investors, made their product sustainable, and put together a new business model. (Check here for REI's efforts and here for Patagonia's causes)

I am anxious to see if they succeed and hope that they do. With our natural resources becoming more precious, the time has come for more friendly technology to come to the forefront of the marketplace. In the meantime, here's what their people are thinking (The Thought Kitchen)

As mentioned earlier, their debut line has been held up, but should be unveiled within the next month. Look forward to jackets made from recycled polyester, base layers made from corn. Pricing is market average for outdoor clothing. Check out the preview of their spring line here.

40 days, 40 runs...