In a new series looking at genuinely positive moves by companies whose overall ethical record leaves something to be desired, we examine Nike's latest offer in its sustainable 'Considered' range, and ask ourselves whether we should lust after these shoes.
If you're more of a trainer officionado than I am, you'll probably already know that the Pegasus is a popular style from Nike that has stood the test of time. Not known for its ethical credentials, Nike has recently brought out an 'eco' version of the shoe that's made from what the brand describes as 'environmentally prefered materials' or EPMs, using techniques that keep waste to a minimum.
Now, before you wrinkle your nose in disgust and move on, let's look a bit more closely at the implications of this move. When Nike launched the Considered range back in 2005, with just a few minority designs made using this technique, we dismissed it as greenwash (and slated its rather 'hippyish' looking designs). But this shift into the mainstream has positive implications...
First, by moving its mainstream designs into the Considered range, Nike is taking its responsibility as a major player in the industry seriously, by increasing the market share of eco footwear considerably and paving the way for many more styles to follow. The original plan to make an 'alternative' line of shoes that made the wearer look like a 70s throwback was clearly a bad move, but the launch of the Considered Pegasus has potential. In fact, Nike is already doing its bit for one of the most worthwhile textile causes at the moment, as it's one of the two biggest retailers of organic cotton the world over. And according to Reuters, 15% of Nike's total Spring 2009 line will made under the "Considered" principles [source: Treehugger]. In other words, due to its size, any move in the right direction that Nike makes is going to make a major impact; in this case massively reducing a global waste problem, as well as the use of toxic chemicals (virtually all its trainers are now PVC free). And as long as that proportion of its output continues to go upwards, I see this as no bad thing.
So let's hear it for the Considered Pegasus! It's just a shame its name makes it sound like something out of Harry Potter...
Leave a comment