EarthPositive Apparel is proud to introduce the Carbon Trust's first carbon reduction label for textile products - one of the first of its kind in the world. The purpose of EarthPositive apparel is to pass forward this competitive advantage to other companies in the industry looking for ways to act on climate change using real products.

The Carbon Trust was set up by the UK government as an independent company. Its aim was accelerate the move to a low carbon economy by working with business and the public sector to reduce carbon emissions and develop commercial low carbon technologies.

Over the last three years the Carbon Trust has been developing a carbon reduction labelling scheme to help companies to communicate the carbon footprint of their products as well as a commitment to reduce the emissions over time. UK research indicates that 66% of consumers want to know the carbon footprint of the products they buy. The carbon reduction label is therefore designed to act as the communication bridge between carbon-conscious companies and their consumers, enabling a powerful corporate message to be delivered. The label not only provides a carbon measure but demonstrates a corporate commitment to manage and reduce the greenhouse gas emissions (GHG) of the product over a set two-year period.

The first three pilot partners were Walkers Crisps, Boots Botanics shampoo and Innocent Smoothies. Carbon reduction labels already appear on these three products. Next, a second group of twelve partners was announced, including Cadbury Schweppes, Scottish & Newcastle, Tesco, Kimberly-Clarke, The Coca-Cola Company, Halifax Building Society, Muller and The Co-operative among others. Labels will shortly be appearing on selected products from these companies.

The Carbon Trust has now licensed the first carbon reduction label for textile products, and has awarded EarthPositive apparel the first pilot carbon reduction labels for clothing. This followed a detailed study to measure the embodied GHG emissions of EarthPositive apparel, and is a world first for clothing, and a world first for the UK promotional industry - the new carbon reduction label giving the UK promotional industry a first mover advantage, and an opportunity to demonstrate leadership on climate change.

The 671g carbon reduction label represents the EP01 Men's white T-shirt size Large only; each different size has a different CO2 value, as do different colours. The Carbon Trust calculated that without the use of renewable energy, the carbon footprint of the EP01 Men's white T-shirt in size Large would have been 6.574kg CO2; it now stands at 671g, which represents an 89.79% reduction in CO2 emissions

EarthPositive

EarthPositive apparel was chosen as the Carbon Trust's first pilot partner for textile products (T-shirts, polo shirts, and hooded sweatshirts) after demonstrating a strong commitment to carbon reduction and action to combat climate change. The calculation of the CO2e values of EarthPositive apparel also allowed the calculation of the carbon reduction achieved by substituting grid electricity generated at fossil fuel burning power stations, with renewable green electricity generated from wind turbines. This demonstrated that EarthPositive had reduced the carbon footprint of all its products by over 89%. The carbon reduction label acts as both the verification and communication of the CO2e values of EarthPositive apparel.

The actual carbon (CO2e) emissions values associated with EarthPositive apparel are listed below. Each value represents more than an 89% reduction in carbon emissions due to the use of renewable energy. For example, the CO2e value of a Men's white EarthPositive T-shirt size large = 671g; without using renewable energy it would have been 6.574kg; while a Men's black EarthPositive hooded sweatshirt size medium = 2886g CO2e; and without using renewable energy it would have been 27.248kg - over 27kg of CO2e!

• Men's white t-shirt size large = 671g CO2e / product unit
• Women's white t-shirt size medium = 506g CO2e / product unit
• Men's white piquè polo size medium = 1060g CO2e / product unit
• Men's black hooded pullover size medium = 2886g CO2e / product unit
• Women's black hooded pullover medium = 2182g CO2e / product unit
• Men's black zip up size medium = 2947g CO2e / product unit
• Women's black zip up size medium = 2357g CO2e / product unit

CO2 represents the CO2e equivalent. This means we've looked at all the green house gases including methane and carbon monoxide etc, which all have an impact score relative to carbon dioxide. How EarthPositive works EarthPositive apparel uses renewable green energy generated from wind power, and low impact organic agriculture to achieve a low carbon emissions value. ‘Low impact' means that EarthPositive has specifically chosen to work in regions where organic cotton is planted and harvested by hand, without mechanisation, and because organic farming does not use petroleum based chemical fertiliser, pesticide or herbicide, it is less reliant on fossil fuels. It also means they work in a region that receives up to 95% of its water from the monsoon rain. This was an important consideration, as it can take more than 20,000 litres of water to produce 1kg of cotton, equivalent to a single T-shirt and pair of jeans. The monsoon rains reduce the need for the large-scale irrigation normally associated with conventional cotton farming. Had EarthPositive used conventional cotton, farmed for example in the USA, the carbon footprint would likely be significantly higher.

The Carbon Trust labelling intiative

As public awareness of the risks of climate change increases, it is foreseeable that the public sector, the private sector, and individual consumers will come to tie their buying decisions to action on climate change. This presents forward-thinking companies with an opportunity to develop and market low-carbon products. However, consumers require an independent verification process and a label over the claims of individual companies. The Carbon Trust is trialling such a label.

The Carbon Reduction Label

The carbon reduction label was designed as a communication device to empower consumers to make informed choices and drive company behaviour to deliver low carbon products. However, in 2008, corporate business and industry are also looking for ways to take action on climate change and build it into their Corporate Social Responsibility. The carbon reduction label communicates directly to these business leaders, and EarthPositive apparel gives them the medium on which to communicate their commitment to carbon reduction to employees, shareholders and customers.

The vision

Displaying the carbon dioxide equivalent content of products, and a commitment to reduce, will empower consumers to make informed choices and drive company behaviour to deliver low carbon products. The Carbon Trust believes that carbon has the potential to become a new currency and that a carbon labelling scheme for products can induce sustained behavioural change by consumers and drive investment in the development of low and lower carbon products.

The benefits

The carbon product label meets a consumer need. Recent research shows that consumers increasingly understand the issue of climate change and want to participate in carbon emissions reduction initiatives by buying low carbon products from companies that are showing leadership on climate change. For example approximately 67% of consumers said that they are more likely to buy a product with a low carbon footprint. Consumers respect an independent verification process and label, over the claims of individual companies. This scheme seeks to address that consumer need.

From the corporate perspective, recent findings from Opinion Leader Research conclude that opinion leaders see climate change as the primary issue likely to impact upon corporate reputation during 2008. The carbon label is expected to enhance the reputation of companies and their products and provide broader Corporate Social Responsibility and Public Relations benefits. In addition, companies will have the ability to differentiate their products on the basis of carbon content. There is a clear first mover advantage.

Philip Charles from Continental Clothing says: "Carbon reduction labels are a way of displaying very clearly a commitment to carbon reduction, and of measuring the impact on the climate of making (or buying) that product.

"The idea is simple. Calculate, then reduce the CO2 emissions associated with the manufacture and use of a particular product. Stick a label on the product announcing that its use does not contribute to climate change. Then send it into the marketplace to compete against non-climate-friendly products."

He adds: "This is an audacious idea: that companies can achieve competitive advantage and deliver on some major business goals while eliminating their impact on the Earth's climate. It's a classic triple bottom line idea."

For more information about the Carbon Trust visit www.carbontrust.co.uk

For more information about EarthPositive Apparel visit www.EarthPositiveOnline.com

EarthPositive Apparel is available in the UK from BTC Activewear and Continental Clothing Company.