Boardsports heritage brand Globe will release its “Low Velocity” clothing program in Australia.
It represents a major disruption in the brand’s approach to product by creating sustainable goods for skaters, surfers and snowboarders.
The Low Velocity program will aim to address the increasingly excessive production and waste of apparel in the boardsports market.
It will not launch as a one-off sustainable capsule but a long term venture.
Globe co-founder Peter Hill said it took two years of development, throwing out the old apparel program and starting from scratch.
"The clutter in the boardsports market and distancing from the real lifestyle and values of core riders was troubling.
"As founders, we looked at ourselves and thought what role, purpose and reason for being did Globe clothing have?
"We wanted to realign our entire methodology to represent the way our riders and customers lived and thought.
"We wanted to tip the whole approach on its head and make stuff we knew had purpose, authenticity, longevity and, most importantly, significantly reduce our waste”.
From this thinking, Globe Low Velocity apparel was born.
The Low Velocity range uses more sustainable materials in the fabrics and involves rigorously testing clothing for fit, function and durability.
Due to its non-seasonal, staple product composition, the range is lower velocity at every level of its life cycle; fewer raw materials, less global sampling, less shipping, less excess stock for retailers, less discounting and less landfill.
Globe CEO Matt Hill said it is a major move for the business.
"Along with our riders, for some time we have been looking at ourselves in the mirror and wanting change.
"The environment was knocking at our door rather loudly and demanding action.
"We're far from perfect, but we've decided to step off the fast fashion treadmill and are focusing on producing quality sustainable clothing for our riders and customers.
"With Living Low Velocity, we are conscious of our environmental responsibilities and will try to improve our impacts on climate change, water pollution, dangerous chemicals and waste. We are moving in a better direction, at a lower velocity."