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Sitka and the changing tides in Fashion

Making sustainable fashion choices available, affordable and attractive to people is a common goal many Vancouver base clothing companies share. Vancouver has been making major changes when it comes to the cities approach in environmental balance and Vancouver systems/markets more sustainable. Awareness helps people become inspired to be sustainably conscious.

Many sustainable companies are also after the fair trade markets and post on their sites about their suppliers and check up on the their lives are doing with the demands. Buy providing a demand, foreign countries are able to have long-term work opportunities. Companies such as Sitka, Lululemon and H&M, all execute this new model of sustainable companies by caring for the environment and all levels of operations within the work force. Sustainable companies are profitable long term because they provide job opportunities, with strong beliefs for social and environmental initiatives.

Sitka is a local company within British Columbia that specializes in sustainable clothing and products. They also offer and set up several conservation presentations and events for communities.

Company History

Founded in 2002, Sitka is a lifestyle brand. Founders Rene Gauthier and Andrew Paine, came across their common passion for the environment whiling on a surfing the Vancouver Island coastline. Both founders started shaping surfboards together while attending the University of Victoria. Surfboards eventually become their first product in their growing company, Sitka.

The first store went up in the BC’s capital, Victoria. The store it self resembles the life style of its founders beliefs. Sitka’s core values are community, sustainability, integrity, creativity and adventure. Sitka’s mission is to give communities sustainable options and awareness of their natural world. One interesting way Sitka organization introduces their thoughts of environmental protection and conservation is that they relate the theme of sustainable in their fashion and stores. Sustainable wooden furniture is used, from the walls to the shelves, an organic café and local art pieces, influence consumers on the environmental footprint. Sustainable fashion is design to be environmental friendly. Sitka is expanding across the globe with flagship stores located in Victoria, Vancouver and New Zealand.

Sitka’s Corporate Accountability

Sitka is a rather small company compared to the growing chains such as H&M and Lululemon. Though what Sitka lacks in size it makes up for in follow through to their mission. Reuse, reduce, recycle is the trend many companies are implementing to promote their corporate responsibility. H&M now collects clothing to put in the recycle program and/or give out donated clothing to the less fortunate. Though H&M seems to be implementing the right movement, one of the biggest issues is accountability. Reading through their sustainability report, they do not own any factories; instead around 750 independent suppliers make their goods. There is no valid evident to see if working conditions (social and environmental) are fair. Wages fairness cannot be carefully monitored with so many suppliers. Many of the suppliers work in other countries usually throughout Asia and Europe, where wage compensation, employee benefits and material prices are different.

Rene Gauthier business foundation is to maintain a sustainable company through all levels of its practices. This comes though with being realistic in how to stay afloat in Vancouver’s competitive markets. The concept of ethical fashion is transferred and spread through the clothing business, and more and more people are learning about it.

Conservation Promotion

Eco-friendly clothes are mostly less toxic in chemicals, uses less land and water, and some of them can reduce greenhouse gases. Clothing market has become inseparable to the idea of being "environmental" now. Less animal and innocent lives will be killed to make clothes since people starting to refuse to decorate themselves in such cruel way. The idea of "Green" and "Nature" starts to appear in new fashion designs such as luxuries, clothes, and even house construction. Being ethical and conservational has become a leading theme in the latest fashion. People are aware of the importance of nature and life cycle around them, and many of us have started to do what we can to protect the environment. Sitka has made effort in protecting our marine ecosystem, and the result is worthy of recognition. Sitka company helps the marine ecosystem by setting up conservation events to improve the sustainability in the ecosystem. In long term, the variety of organisms in marine ecosystem is maintained. Ocean economy will be sustainable and will still be the key area among all economy. The marine ecosystem will maintain a seemingly stable balance, and the life cycle and source cycle equilibrium will sustain.

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