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Our Impact Journey

We are accelerating our efforts to measure and benchmark our current impact on the environment and the communities we interact with. This is the first step towards improvement, by holding ourselves accountable for our impact and responsibilities.

Highlights in 2021

New tools and memberships

We have become full members of the Sustainable Apparel Coalition (SAC) and have signed up to the Science Based Targets Initiative (SBTi). These collaborations have been created to enable us to identify and measure our impact, and work towards empathetic growth. These globally-renowned organisations provide us with the tools and knowledge necessary to identify areas of our business where we need to improve, and set in place goals for doing so.

Second-Life Stock

We are currently piloting a program to give a second life to used and broken products that were previously destined for disposal. The program collects prototypes, photo samples, and warranty claims, and seeks to find new owners for the products. Broken and torn items are repaired in-house, while lightly-used products are washed. These products are then available to employees, family, and friends. This scheme has found use for over 400 products in the last 18 months. The goal for the scheme is to bring these products to a wider audience, by partnering with local cycling clubs or international charities.

GCO Project

Grøn Cirkulær Omstilling (GCO) or “Green Circular Transition" is a nationwide program to accelerate SME's towards a circular economy conversion. The project is funded by the EU and consists of workshops, collaborations and tools to identify hotspots, measure impacts, and plan a conceptual circular business model. Working with a group of design engineers allowed us to gain knowledge about alternative business models and circularity. We have been taking part in this initiative since November 2020 and completed the course in June 2021.


Below you can find a diary of our journey towards less negatively impactful products, and greater responsibility.

Overall Progress

  • Created dedicated roles in the company to develop initiatives and implementation of sustainability project

  • Measured our scope 1 & 2 emissions. This includes the energy used in our head office, along with vehicle use for initiatives such as Destination Everywhere

  • Identified Impact & Responsibility as one of five key strategic development areas over the next three years


  • Completed GCO project by analyzing our activities and highlighting opportunities for circularity of products and resources

  • In-depth conceptualization and implementation plans developed for circular business models

  • Through our internal re-circulation program, over 400 products have been assessed, repaired washed and then redistributed to employees, friends & family

Culture & Community

  • Set up partnerships with organisations to redistribute samples, prototypes and mock-ups, ensuring the resources are utilized whilst benefiting children and poorer communities

  • Created a partnership in Copenhagen to introduce track cycling to young people in under-represented groups in the local community


  • Published a new collection of pages for Impact & Responsibility information online. This improves transparency and allows customers to learn about our standards, initiatives, partners and visions

  • Created a strategy for improved communication about products, and their low-impact materials. This involves being explicit and transparent about product compositions and materials


  • Extended and expanded our use of the Higg Index to become full SAC members

  • Created a partnership with the Science Based Targets Initiative (SBTi) to create legitimate and relevant targets to pursue as an organisation

  • Ensured 100% of our Tier 1 manufacturers have read and signed our Code of Conduct. This ensures they are aligned on our standards and expectations


  • Developed 34% of our styles for 2022 to include less impactful materials than in 2021

  • Improved our product development process by involving impact data. This process involves identifying lower impact materials as potential substitutions. Products such as the Mechanism Jersey, Long Sleeved Jersey & Stow-Away Gilet will contain lower impact materials going forward

  • Identified an opportunity to utilise deadstock fabrics originally designed for past cycling collections, by creating a collection of limited run items in collaboration with Browns Fashion


  • Implemented a range of shipping packaging improvements by designing bespoke FSC certified boxes and bags to protect items through transit

  • Started the development of new primary packaging, to reduce it's impact and increase circularity. This will be done by making it recyclable, compostable, resusable and/or biodegradable

Overall Progress

  • Worked with Sustainable Design Engineering teams on projects to improve our operation procedures

  • Successfully applied to the GCO initiative to encourage Circular Economy

  • Began to utilise the Higg Index developed by The Sustainable Apparel Coalition

  • Created new roles in the company focused on sustainability and responsibility


  • Started a repair program to fix selected damaged products from the crash replacement program, allowing these products to be used again for testing and prototyping

  • Published a care guide to help users look after their items

  • Initiated a pilot project to repurpose and redistribute samples and prototypes

Culture & Community

  • Grew our Strava club to 18500+ members

  • Identified that 100% of our employees cycle or walk to work most days

  • Opened our store in Palma, Mallorca


  • Started communicating with our Tier 1 & 2 partners to ensure they are informed of our expectations and standards. This will be reinforced with a Code of Conduct

  • Mapped a complete supply chain on our most popular products to improve traceability

  • Worked closely with our partners to support them through Covid-19 restrictions and disruptions


  • Identified composition of all products released in 2020

  • Integrated “Preferred Material List" as a tool to make better decisions in the design phase

  • Worked with material suppliers to identify less impactful material alternatives to some of our fabrics


  • Updated and improved our shipping packaging to use fewer resources and improve recyclability

  • Designed and developed new product packaging set to be launched in 2021

  • Removed superfluous materials from our shipment packages