Monday, 12 November 2012
Rankabrand and a Paradigm Shift.
Last night, I came across a link posted by our old friends at Ethletic, the ethical shoe manufacturer. They had come close to the top in the rankings for footwear in the Rankabrand listings, a pretty solid judge of a brand's sustainability. The ranking is based on issues like child labour, fair wages for workers, environmentally friendly leather tanning, eco-friendly materials, banning hazardous and toxic chemicals and the reduction of carbon emissions.
Ethletic's great showing in the lists wasn't such a surprise--nor was the fact that number one was Veja, award-winning Dutch innovators of eco-shoe-wear. No, the big surprise was at number 4, a slot taken by Nike-owned rock-n-roll shoe icon Converse.
I had been under the impression that Converse had a dreadful record on sustainability. Not the case, apparently. Which means that I have been wandering around shoe shops for the last year sneering at the display of Chuck Taylor's fine shoes for no good reason.
Worse still, fine English brands like Clark's and Dr. Martens are waaaay down the lists. This is, to put it mildly, discombobulating. Which just goes to show, you should never rest on your preconceptions. You could be in for a nasty shock.
The Rankabrand site is well worth a browse, just to see how your favourite brands stack up on sustainability.