Pearl Izumi launched its Pedal to Zero initiative to motivate and inspire people to choose to bike as an alternative form of transportation. Every garment in its BikeStyle Spring 2022 collection includes a stat with the number of miles consumers need to ride a bike, instead of driving a car, to offset the carbon impact of that garment.
The brand uses the Higg Index to measure the environmental and social impact of its business. By using Higg’s Product Module, it can also calculate the amount of carbon dioxide created in manufacturing each garment. Using the EPA’s estimate that the typical passenger car produces 404 grams of CO2 per mile, the company can calculate how many miles a cyclist would need to ride to zero out the carbon of each garment.
For example, its Rove Short contributes the equivalent of 5.9 kg of CO2 to make and ship to the U.S. If a consumer rides a bike 15 they’ve zeroed out the emissions impact of the garment.
“Our Social Purpose is to harness our business practices, products and advocacy to consume less oil in order to fight the effects of climate change. We believe the biggest opportunity to reduce oil use through our business is to inspire and empower people to ride bikes for transportation instead of driving a car,” said Aaron Kutzer, social purpose lead, Pearl Izumi.“Seeing the miles to zero number reminds you that everything we buy has an impact and so does our daily behavior. If you love to ride, we hope it spurs you into going by bike when you can.”
According to Andrew Hammond, brand marketing director, Pearl Izumi, “This is bigger and more fun than commuting. It’s about seeing the bike as a vehicle that can change the way we move around our communities. And while it’s true that you don’t need to buy new clothes to ride around town, our BikeStyle line makes it easier and more comfortable with bike-specific features and designs. Off the bike, you’d never think of it as bike gear, so you can wear it every day.”
Pedal to Zero is part of an overall brand goal to reach net positive by 2025. In 2018 the company announced its sustainable product target of 90 percent sustainable styles by 2022. Today, the company said “over 40 percent of its product line is made with recycled, renewable, and organic fibers, and is on track to reach 90 percent.
Photo courtesy Pearl Izumi