Earlier this year the fourth IPCC (Intergovernmental Panel on Climate Change) assessment report was published, which concluded that the warming of the climate system is unequivocal and that global atmospheric concentrations of greenhouse gases have increased markedly as a result of human activities since 1750 and now far exceed pre-industrial levels over the last 650,000 years. “This report, the success of the film 'An Inconvenient Truth' and the Live Earth concerts, have made Climate Change the dominant issue of this century,” claims Charles.

Worldwide sales of organic products now exceed US$50bn per year, and yet, organic issues are not grabbing the headlines; are not at the core of new business strategies; and are not capturing the attention of global pop audiences,he suggests. Unlike climate change, which is getting all the attention in the press and in business planning; attracts worldwide television audiences; and moves towards the top of political agenda. Yet, paradoxically, it does not have any real, tangible, saleable commodities – the most we get is green electricity or intangible carbon credits. But, with Continental’s latest venture, Charles believes all that is about to change.

Continental is tackling the climate crisis head on with a “revolution in promotional apparel” – Carbon Neutral T-shirts under the brand name EarthPositive. Organic and Fairtrade, but manufactured solely using sustainable energy generated from wind and solar power, this selfinitiated product development is timed to capitalise on the growing awareness of environmental issues and the movement toward action on climate change, as Charles explains:

“We have an opportunity to lead by example on what is seemingly THE issue of our time.We’ve been working to raise awareness on environmental and social issues for the last few seasons but have not felt like the timing was quite right to take a stand on climate change itself. Now, there is no doubt that businesses have become more aware and are implementing changes that are impacting the industry.

“EarthPositive will allow us all to take a new look at how we do business in the promotional garment industry, and will encourage our apparel customers to rethink their most basic day-to-day choices. We are proud to take a stand on climate change, paving the way to making a positive impact on our world.”

EarthPositive apparel is made to demonstrate the highest possible environmental and social standards, in one of the world’s most environmentally damaging industries, and to provide the promotional garment industry with an everyday medium to promote awareness and take action on climate change.

Continental claims its EarthPositive range is the first of its kind to encompass all of the following earth-friendly elements:

Zero CO2

EarthPositive means Carbon Neutral or Zero CO2. This is a unique achievement, says Charles, with a genuine, measurable and dramatic reduction in the emission of carbon dioxide within the entire production cycle from agriculture, through processing and packaging, to transportation. Every stage in the supply chain has been examined and all energy consumption is being supplied with green electricity from renewable resources – wind turbines are being used extensively. The remaining, naturally occurring emission during the cultivation and transportation is being offset by surplus green energy production.

Fairtrade

EarthPositive uses cotton produced on farms that are certified in accordance with Fairtrade standards, which offers the guarantee of a minimum price, plus a further premium to be used for community development projects. The Fairtrade logo is the UK version of the Fairtrade Labelling Organisations International (FLO), which unites 19 national initiatives across Europe, Japan, North America, Mexico and Australia/New Zealand in the fight against exploitation and injustice in international trade.

Organic/bio cotton

EarthPositive is certified to the new Global Organic Textiles Standard (GOTS), which ensures not only that the cotton is produced by organic methods, but also that the entire production process from yarn preparation through to the final product, all its component parts and packaging, meet the high standards of environmental protection and social responsibility. This is expressed by the logo of the Soil Association of the UK that is shown on the label.

Ethics

Continental Clothing Company, as a member of the Fair Wear Foundation, has also undergone a thorough independent audit of its operations worldwide as part of its commitment to promote fair and ethical trade practices not only in relation to the poorest farmers in the third world, but in all geographical areas of operation. These standards ensure fair, humane and civilised treatment of employees and suppliers throughout the supply chain and are designed as an evolving process focusing on continuous rising of standards through close monitoring and co-operation. The EarthPositive brand is part of this initiative.

“Now, the humble T-shirt, the most basic canvas for communicating a brand name, corporate identity, or political slogan, and especially through youth audiences, has become the environmental product,” says Charles. “EarthPositive T-shirts and sweatshirts will give consumers a familiar and readily understood medium through which to take action on climate change, just by wearing what they feel comfortable in. In business, carbon neutral EarthPositive T-shirts will make sustainability a competitive advantage for switched-on promotional apparel re-sellers and their customers. The right products may allow some businesses to compete on their competitors’ traditional turf and lure away key accounts.”

Carbon neutral goes corporate

These days very few serious businessmen will say that climate change is not happening or that it is not worth tackling. Many companies and corporations have already started integrating sustainability and action on climate change into their business plans, and those that have not, will have no choice but to follow soon, predicts Charles.: “Business increasingly realises that climate change will provide new opportunities: new products, new markets, and new profits to be made, and as awareness and consumer spend on carbon neutrality inevitably grows, the companies that will flourish are those that have positioned themselves with an eye to the future.”

He belives climate neutral apparel will provide the decorated garment industry with a basic product: promotional T-shirts and sweatshirts, with easily understood and easily communicated ethical values – “an environmental and sustainable alternative to conventional promo T-shirts, and a familiar product with which to promote awareness of and take action on climate change”.

The initial offering will be of standard promotional T-shirts and hooded sweatshirts, in quality semi-combed pure cottons, in a range of core colours. Once this initial offering has stabilised, more colours will be offered and a full range of corporate promotional wear, followed by fashionable, higher quality garments in a variety of styles will be launched.

The initial range will be made up of: two different T-shirts, a hooded pullover sweatshirt and a full zip hooded sweatshirt, all with men’s and women’s versions. All the garments will be delivered in PVC-free packaging and 100% recycled cardboard boxes.

Production

The EarthPositive apparel is made solely using sustainable energy generated from wind and solar power, claims Continental. It says no fossil fuels are burnt and all manufacturing processes are done in one location to minimise transportation. “The organic cotton is planted and harvested by hand, without mechanisation, and because organic farming does not use petroleum based chemical fertiliser, pesticides or herbicides, it is less reliant on fossil fuels, and nonreliant on the corporations that sell the chemicals which keep conventional cotton farmers in bondage.”

Critics will point out that the apparel will still have to be transported using fossil fuel-burning propulsion engines, but Continental says it is using containerised ocean shipping, and therefore claims the carbon footprint generated transporting goods to Europe, Japan and the USA is negligible. “More like a carbon fingerprint,” says Charles.

“EarthPositive apparel should not be criticised for its inability to solve the world’s transportation and energy security issues,” he adds. “We can only ensure that our own production methods do nothing to contribute to environmental damage, social injustice or climate change.”

The development project for EarthPositive apparel has taken two years to complete, says Charles.. He concludes:

“The basic T-shirt, now the accepted canvas for communicating a political message and a personal identity or affiliation, is the ideal article to present environmental and social values – values that can now, literally, be worn on your sleeve.”

For more information go to: www.EarthPositiveOnline.com

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