|One tree planted with every order in partnership with One Tree Planted.|
It was cycling, snowboarding, surfing and camping that gave us our love of the outdoors. As we spend our free time outside, we feel an ever increasing desire and need to make sure our actions as a company aren’t to the detriment of the world we love.
In 2008 when we started Morvélo, our cycle apparel sister company, we didn’t have much of an idea about anything other than our love of bikes, so it’s fair to say sustainability wasn’t high on our agenda. However, now it’s not just a ‘nice to have’, but an urgent necessity and so The Overland was created. Tackling the oversupply of clothing by being truly multifunctional and the sustainability and environmental lessons we learn here can then be carried back into Morvélo and then onto a broader cycle industry through a partnership with Shift Cycling Culture whose aims are to change the whole cycle industry.
First things first we try and make those changes closer to home. We all cycle to work every day, make and bring in our own food, operate a low waste office and recycling everything where we can. We limit international travel (personal and business), preferring to do all photoshoots in the UK (even when it's a Spring Summer shoot and it's January!) and only see our suppliers overseas when absolutely necessary, instead using video conferencing and Skype / WhatsApp / WeChat to communicate regularly with them. It's small steps but we feel it all adds up and we feel motivated to continue to make positive changes in everything we do.
Here are some statistics that really made us sit up and take notice:
80 billion items of new clothing are made each year
That’s 400% more than 20 years ago
Clothing utilisation has decreased 36%
Globally, customers miss out on USD 460 billion of value each year by throwing away clothes that they could continue to wear
Up to 60% of people admit to owning more clothing than they need
CO2 clothing emissions set to grow 1200% by 2050
We are no Patagonia, but that doesn’t mean we shouldn’t try to be. Not for marketing purposes, but because we are a small independent business that we hope can have its own small part in helping change people’s perceptions and become a sustainable and responsible brand. If we can encourage other small brands to do the same, then hopefully we can turn the tide. If smaller brands like ours can make the change, then the big ones have no excuse.
April & May 2020
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