One Million Trees Initiative – Ahead Of Schedule

When we announced our One Million Trees initiative back in January, we couldn’t have guessed the global disruption that was to come. However, despite this, we’re delighted to announce that we’ve passed the halfway mark with 619,962 mangroves planted by the end of June by our partners at the Eden Reforestation Projects. Our initiative not only helps to reduce the quantity of carbon in the atmosphere, its also helping to bring significant habitat and social benefits to the local community in Mozambique.

As a company that operates on a global level, we’re critically aware of our environmental impact and are working on a number of fronts to reduce their footprint. The textile industry is increasingly under the spotlight for its global carbon emissions that are second only to oil – fast fashion has become a dirty term. Our kit, on the other hand, is built to last. Nevertheless, we recognise that there’s a lot of work to be done, both across the company and the wider industry. While we have been taking steps towards change – our kit has been PFC-free since 2018, we offer a repair service, and 1% of our net profit goes to good causes – the climate emergency poses a much bigger challenge.

As Endura’s founder and Managing Director Jim McFarlane points out, we do not have the luxury of time. “The one thing we must focus on now is the climate emergency,” he says. “Once the ice caps have melted you’re not going to refreeze them any time soon – that’s the reason for our One Million Trees initiative.”

Not only is forest restoration one of the best solutions to de-carbonise the atmosphere we have available today, these reforestation projects also have a huge positive impact for the local community involved in the planting of the trees.

We’ve partnered with Eden Reforestation Projects to get moving quickly. They work with communities in the mangroves of Maputo Bay in southern Mozambique, helping to restore and reforest coastal habitats and provide stability against erosion and improve ocean and coral reef health whilst providing a highly efficient method of absorbing carbon from the atmosphere.

We’re also working on a project closer to home with plans to plant native species of trees here in Scottish homeland. “It’s one world, so we’ll plant trees wherever we can do it quickly, cheaply, and wherever they’ll be protected.” says Endura’s co-founder and Brand Director Pamela Barclay. While the One Million Trees Initiative is a big step in the right direction, there’s no sense of complacency at Endura. “We continue to work hard to drive authentic sustainability across the whole product offering and the business,” Barclay explains, “but our brand has a long way to go.”



Writer and expert