Cool Hunting

The Surfrider Foundation, SurfAid and less toxic surfboard building techniques have made the surf community one of the pioneers in protecting the planet and the oceans. However, as a business, the backbone of the surf industry is apparel. With cotton accounting for an estimated 25% of all insecticide use, Planet Earth decided to take a step in the right direction and launched the Green Label Collection in October 2006. After receiving great response, it has evolved into a complete line for Fall 2007 that they introduced at the recent ASR/Agenda Tradeshow. Made from natural, organic or sustainable fibers, the collection includes denim, cut and sew tops, boardshorts and accessories. The collection has botanical detailing and colors mostly stick to a subtle earthtone palette, befitting the collections natural roots.

A couple standouts include the Sprout boardshort (pictured above left) and the Horizon fleece (above right). The Sprout boardshort is made from a 55% hemp and 45% PET (recycled plastic bottles) blend. This eco-friendly blend had a unique texture unlike any usually found on boardshorts. A zip-up hooded sweater, on first glance the Horizon appears similar to a traditional hoodie, however closer inspection reveals much more. Featuring a tailored slim fit, it is made from 100% organic cotton, a sweater-like material that's amazingly soft, just as you’d imagine a fiber free of harsh chemicals to be.

Planet Earth plans on slowly expanding the line as they can find more ways to incorporate eco-friendly materials into this street collection. In an industry dependent on the ocean, Planet Earth is setting an example that hopefully more companies will follow.

by Andrew Potash