Des marques qui se disent engagées, il y a en beaucoup.
Des marques vraiment engagées, il y en a déjà moins.
Mais des marques engagées comme Patagonia, il en existe très peu !
Découvrez cette marque presque plus activiste que certaines associations.
Patagonia, qu’est-ce que c’est ?
Patagonia est une marque de vêtements de sport (presque) comme les autres.
Sur son site internet, on trouve un large choix de produits, chacun adapté à une activité en particulier. En effet, les vêtements sont classés en plusieurs catégories : ski & snowboard, escalade & alpinisme, trail running, VTT, surf et… pêche à la mouche !
Des sports de plein air, pour les amoureux de grands espaces, et un état d’esprit centré autour de la préservation de ces terrains de jeu naturels.
Pour permettre à chacun de pratiquer sa passion dans les meilleures conditions, les vêtements proposés par Patagonia se veulent de grande qualité. Les matières et les technologies, en constante amélioration, garantissent une durée de vie supérieure à celle des autres marques.
Là où Patagonia se démarque encore plus, c’est dans son engagement sans limite pour une production responsable, durable, mais avant tout transparente !
La marque Patagonia lutte en faveur de l’environnement
» Notre entreprise existe pour sauver notre planète «
Qui de mieux placé qu’une marque de vêtements pour communiquer les chiffres relatifs aux méthodes de production du monde de la mode ?
La marque utilise son pouvoir d’entreprise influente ainsi que sa communauté dans le but d’éveiller les consciences. Elle le fait d’autant mieux que le fondateur et propriétaire de Patagonia, Yvon Chouinard, est à l’origine de l’association 1% for the Planet. C’est donc tout naturellement que l’entreprise, comme chaque partenaire, lui reverse 1% de son chiffre d’affaires.
On pourrait penser que la marque de sportswear est suffisamment engagée, mais elle est loin de s’arrêter là !
L’activisme de Patagonia
Impossible de manquer l’engagement militant de Patagonia puisqu’un des onglets du site internet se nomme « Activisme« .
On en oublierait presque que la marque vend des articles de sports ! En effet, sur cette page entièrement dédiée à leurs actions et démarches militantes, on peut découvrir :
- leur programme Patagonia Action Works : un catalogue d’actions environnementales et humanitaires dans lesquelles s’engager, à travers le monde et dans de nombreux domaines
- des récits concernant le militantisme environnemental
- leur fameux engagement pour 1% for the Planet et les projets qu’ils ont ainsi aidés à financer
- la rubrique dédiée aux associations et à leur demande de financement
Ces projets et combats inspirants ne seraient rien si Patagonia n’appliquait pas ces principes à sa propre entreprise ! Certains employés sont donc Global Sport Activists® et tiennent le rôle d’ambassadeur des causes qui leur sont chères, au sein de leur communauté.
La transparence absolue de la marque Patagonia
Outre l’utilisation de coton bio depuis 1996, de vêtements issus principalement de fibres recyclées ou encore l’engagement Fair Trade en faveur du respect des ouvriers, Patagonia expose des chiffres clairs :
- 83% de leur gamme de vêtements est confectionnée Fair Trade Certified™, soit une proportion bien plus importante que n’importe qu’elle autre marque de vêtements.
- Patagonia, c’est aussi 68% de matières fabriquées à partir de matériaux recyclés. Pour donner un ordre d’idée, à peine 10% des matières produites dans le monde sont issues de matériaux recyclés.
- Leur combat ne s’arrête pas en si bon chemin ! Ils utilisent du chanvre, fibre actuellement très peu employée dans la confection de vêtements en général, dans 68 de leurs modèles.
Patagonia détaille l’impact de chaque vêtement
» Tout ce que nous faisons a un impact sur la planète «
La fiche technique de chaque produit se termine par des informations supplémentaires concernant la composition et la fabrication.
On peut donc consulter le détail des matières et technologies utilisées ainsi que leur appartenance à un programme (Fair Trade, bluesign System). On découvre également le lieu de fabrication des produits. La fiche dédiée présente l’usine partenaire, comment et pourquoi elle a été sélectionnée ainsi que le nombre de personnes employées.
Toutes ces mesures environnementales et sociales ont évidemment un coût.
Patagonia prouve donc pourquoi leurs vêtements représentent un achat conséquent. En garantissant la fiabilité et la durabilité de leurs produits, ainsi qu’en donnant des tips pour mieux entretenir mais aussi réparer ses produits, l’investissement est rentabilisé !
S’il vous est impossible de le réparer, Patagonia peut récupérer le produit afin de lui donner une seconde vie. En dernier recours, si le vêtement est irréparable, ses fibres sont recyclées et utilisées pour la création d’un nouveau produit !
Qu’attendez-vous pour rejoindre le combat de la marque Patagonia ?
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