An early adopter of organic cotton and the first major brand to bring Fair Trade apparel to market, prAna has now joined the growing list of beloved green brands (think Annie’s Homegrown, Burt’s Bees, Tom’s of Maine) to be gobbled up by the big guys. The California-based lifestyle brand best known for its climbing and yoga apparel was recently acquired by Columbia Sportswear – a move that will not only help the parent company, a historically cold-weather sports brand, expand its offering, but will also fortify the smaller brand with an operations platform that can help its sustainability mantra reach new global markets.
PrAna’s commitment to sustainability has set it apart from the rest from the start. In its early days, prAna’s founders would cut and sew clothing in their garage, craft hangtags made with homemade recycled paper, and ship orders to customers in boxes gathered from the local grocery store. The company was also an early proponent of renewable energy within the apparel industry, pioneering wind power through its Natural Power Initiative, for which it was recognized as an EPA Green Power Partner. PrAna has come a long way from making its garments in garages and delivering clothes in fruit boxes – today the company’s products are sold at 1,400 specialty retailers across the United States, Canada, Europe and Asia and its sales are expected to hit more than $100 million this year. All of this is expected to continue to grow in the wake of Columbia’s acquisition. The question on everybody’s minds is: “Will this acquisition change the company’s commitment to sustainability?”
In an age when more and more socially and environmentally responsible companies are being bought to help diversify big corporate portfolios, what can we learn from a company that has woven sustainability into its business from day one and has consistently sought to strike a fine balance between commerce and idealism? I spoke with prAna CEO Scott Kerslake to hear more about what this new corporate partnership will mean to a company named after the ancient Sanskrit word for “life force,” and how the brand has set its intention to keep it real.
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