Patagonia Inc. re-launched its Footprint Chronicles website to outline the environmental and social footprint of a majority (90%) of its Spring 2012 product line and provide customers views into every supplier in its supply chain. One click now allows a customer to see where (via Google Maps) and how (via a film or photo tour) a product was made, ideally providing customers with detailed information to allow an educated purchase decision.
 “We decided to tear the Footprint Chronicles down and rebuild it from scratch,” notes Jill Dumain, Patagonia’s director of environmental initiatives, “We knew we could provide our customers with a richer, more interesting, view into our supply chain and an easier way to see each product’s individual environmental and social footprint. The Footprint Chronicles now launches with a world-map view of our suppliers – a customer can see photos of each factory and important stats such as which Patagonia products are made there, factory demographics and more.”
 Most notably, the revamped website incorporates a product’s environmental and social footprint on the company’s e-commerce product pages, where purchase decisions are made. It’s now easier for a customer debating a purchase to click and see how much waste was created during production, where the product was made, and the challenges Patagonia continues to face in the supply chain of a specific jacket or boardshort.
 First launched in 2007, the Footprint Chronicles now opens with a Google Map view of each Patagonia-associated factory and mill, and places a central focus on the company’s suppliers. While other companies may offer a non-interactive list of factories they work with, Patagonia chose to give their customers a richer, more humanized, view into the factories and mills with films, slideshows, and interviews.
 “Back in 2007, corporate transparency was just becoming an issue to customers,” says Patagonia’s CEO Casey Sheahan, “Today, I believe transparency is an expectation. We are proud that Patagonia is the first corporation to provide a visual insight into every single one of its factories and mills so customers can see where, how and by whom our products are made. Over the past five years, the Chronicles has also been used by our employees as a tool to affect change in our factories. Our suppliers are being made aware of issues that need improvement through their involvement in the Footprint Chronicles.”
 Corporate social responsibility (CSR) efforts are now featured as a critical part of the Footprint Chronicles, with CSR videos, FAQ’s, and information on how Patagonia decides to work with a new factory. Viewers will also find a Resource Library with downloadable PDFs on the company’s green business practices and sourcing principles, and a section on Partners – groups that Patagonia works with to achieve its environmental and CSR goals, such as bluesign, the Fair Labor Association and the Sustainable Apparel Coalition.