Despite all that has happened this year, Endura is pleased to announce that it is already halfway to its One Million Trees Initiative target. By the end of June 2020, exactly 619,962 trees had been planted on Endura-sponsored land in Mozambique, with more being added every day. These trees not only help to reduce the amount of carbon in the atmosphere, but are also a great social benefit for the local people.

Reducing our own footprint

As an international company, Endura is of course also aware of its global footprint. That is why it is working hard to reduce it in several areas. The textile industry is increasingly at the center of the environmental debate, as it is responsible for the second-highest carbon emissions in the world after the oil industry. As a result, the term fast fashion has now also taken on a negative connotation.

In contrast to fast fashion, Endura focuses on clothing that can be worn for a long time. Nevertheless, the company recognizes that a lot still needs to be done both internally and throughout the fashion industry worldwide. A start in the right direction has already been made: Endura's cycling clothing has been PFC-free since 2018 and damaged clothing is made wearable again by the in-house repair service. In addition, one percent of the company's net profit is donated to charity. However, it is also clear that many more steps need to be taken."The challenges lie in the infrastructure, which will take years to change - but we are running out of time," as Endura's company founder and CEO Jim McFarlane emphasizes: "The thing we need to focus on now is the climate emergency. Once the poles have melted, they won't freeze again so quickly. That's why we launched the One Million Trees Initiative."

Providing jobs and knowledge

Reforestation is not only one of the best ways to decarbonize the atmosphere, but also has a positive impact on the local communities involved in planting the trees.
The organization "Eden Reforestation Projects", which plants the majority of Endura's trees, helps to reduce abject poverty and restore forests by hiring local villagers to plant millions of trees each year. This approach creates jobs and therefore income. At the same time, the locals learn about the importance of trees for ecosystems.

The mangrove channels of Mozambique, where Endura's trees are also planted, and many other coastal areas serve as the basis for numerous commercial fish stocks and are extremely efficient at absorbing carbon from the atmosphere and releasing oxygen, according to the "Eden Reforestation Project". They also provide important habitats for endangered bird and mammal species.

An important step on a long road

Endura is also working on a project in its native Scotland to plant more trees. "We only have this one world, so we will plant trees wherever we can do it quickly and cheaply and ensure the trees are protected," says Endura's co-founder and brand director Pamela Barclay. With the "One Million Trees Initiative", Endura is already taking a big step in the right direction. Nevertheless, the company is far from satisfied with itself. "We will continue to work hard to anchor sustainability in the entire product range and throughout the company in the long term. But there is still a rocky road ahead of us," admits Barclay.

www.endura-de.exposure.co/1-millionen-baeume