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FACE TO FACE
CCC – combating
climate change
Two years ago, Continental Clothing Company (CCC) launched
its award-winning EarthPositive Apparel – “the most
progressive ethical clothing on earth”. Debbie Eales, goes
face to face with Mariusz Stochaj, to discuss the company’s
approach to environmental, ethical and social issues and to
find out if EarthPostive really is making a difference.
T
he Continental brand is one of the most up-to- current in five years time.”
date wholesale blank T-shirt names in the world. The company adopted a “holistic approach” to the
But two years ago, and with 99% of its brand’s development. “We knew it had to be
garments traditionally being sold via retail channels, organic. That was non negotiable,” recalls Mariusz.
Continental began looking for a product to offer the CCC was all too aware of the impact that
promotional market with the aim of targeting large conventional cotton farming had on the environment
and progressive corporations. and growers.
The result was EarthPositive – a new brand which “The Pesticide Action Network estimates between
took direct action to combat climate change and 20,000 and 30,000 deaths a year as a direct result of
address environmental, social and ethical issues. And applying chemicals onto the field,” says Mariusz.
today, more than a million T shirts later, the 100% “The chemicals are so precious that they are kept in
organic brand has been well and truly embraced, the family home and often, there is just one room in
accounting for a healthy 10-15% of the company’s which the family sleeps, eats and keeps the
£30m global turnover. chemicals.”
While some might view the move as a cynical Labour conditions were also non negotiable in terms
marketing ploy, spend five minutes with CCC’s of basic standards, for example, minimum wages,
business development manager Mariusz Stochaj, and
you soon realise that this carbon neutral company
Mariusz-Stochaj
says Mariusz. Then CCC started thinking about the
future. And the biggest problem was “staring them in
really does practice what it preaches. the face”.
Of course, admits Mariusz, the decision to launch EarthPositive – certified 100% organic – is made by “It will be climate change,” Mariusz continues. “Of
EarthPostive was a “hard headed commercial factories using renewable green energy and is course, there was no way we could have a
decision”. manufactured under strict Code of Labour Practices, commercially viable product made by hand. We could
“But at the end of the day, it makes you feel very as verified by the Fair Wear Foundation. not get away from using electricity, so it was a
good about yourself, so it’s a great combination,” he The range comprises T shirts, polo shirts, hooded question of how we were going to generate that
says. “We are not apostolic pilgrims going around pullovers and zip-ups and an organic fashion tote electricity.”
the world trying to convert people to our way of bag. CCC explored everywhere where renewable energy
thinking,” he adds. CCC is simply offering a business While developing the range, CCC completed an was making sense… “but also making sense in
solution for where they believe the market is ambitious program that has delivered a real reduction conjunction with the rest of the supply chain,” he
heading. in the carbon footprint of EarthPositive Apparel by says.
A lot more work needs to be done, however, before around 90% (without the use of offsets). They settled on India as a manufacturing base. “The
the whole market moves in the same direction, he And this year, in an industry first, the Carbon Trust area has strong wind currents and they already have
acknowledges. granted EarthPositive the first carbon label for a an established programme of developing wind farms
EarthPositive are the cheapest organic T shirts on the textile product – rubber stamping the brand’s green under government licence,” says Mariusz.
market, but at just under £2, they are still almost credentials. “We ended up with a fully integrated factory – in co-
twice as expensive as the cheapest conventional T Initially, EarthPositive was aimed at the corporate operation with local people who were established
shirt. market. “All large companies have to have a manufacturers for sports brands and other companies
“There will always be cheap T shirts and people who corporate social responsibility protocol in place,” says – who also wanted to move into sustainable
think that what matters is only the price point,” says Mariusz. “Greenhouse gas emissions and impact on products. They were well qualified to do it, but didn’t
Mariusz. “But we are trying to make people realise climate are very much part of it, as is ethical have anything in place, so we joined forces and made
that there is a hidden cost. You can buy a T shirt for sourcing, ethical supply chains, transparency and it happen.”
40p, but how is it made? A T shirt for less than a traceability. The factory is certified organic in India. “We have 30
piece of ciabatta?” “We wanted a product that would make sense, be turbines producing more electricity than we use,”
According to Mariusz, EarthPositive ticks all the boxes unique, but most importantly, a product with a says Mariusz.
– hence the brand’s distinctive “green tick” logo. future; something that would still be interesting and But for EarthPositive to stand up to scrutiny, the
| 68 | July 2009
www.printwearandpromotion.co.uk
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