Our Impact Journey

We are accelerating our efforts to measure and benchmark our current impact on the environment and the communities with which we interact. It 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 for the Science-Based Targets Initiative (SBTi). These collaborations have allowed us to identify and measure our impact and work towards empathetic growth. These globally-renowned organizations provide us with the tools and knowledge necessary to identify areas of our business where we need to improve and set goals for doing so.

Second-life stock

We are currently piloting a program to give a second life to used and broken products typically destined for disposal. The program collects prototypes, photo samples, and warranty claims and seeks to find new owners for the products. In-house repairs are made to broken and torn items, while lightly-used products undergo a washing cycle. These products are then available to employees, family, and friends for secondary use. This scheme has found a use for over 400 products in the last 18 months. The end goal is to make these products available to a larger audience through reselling and charitable work.

GCO project

Grøn Cirkulær Omstilling (GCO), or "Green Circular Transition," is a nationwide program to accelerate Small and Medium-sized Enterprises (SMEs) towards a circular economy conversion. The project is funded by the EU and involves workshops and collaborations to identify hotspots, measure impacts, and plan a conceptual circular business model. Our participation in this program allowed us to learn 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.

Progress in 2021

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

  • Measured our Scope 1 (direct) and Scope 2 (purchased energy) emissions, which include the vehicle used for initiatives such as Destination Everywhere along with the energy used in our headquarters, among other emissions

  • Identified Impact and 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 recirculation program, over 400 products have been assessed, repaired, washed, and then redistributed to employees, friends, and families

  • Set up partnerships with organizations to redistribute samples, prototypes, and mock-ups, ensuring the resources are utilized while 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 and Responsibility information online to improve transparency and allow customers to learn about our standards, initiatives, partners, and visions

  • Created a strategy for improved communication about products and their low-impact materials by 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 organization

  • Ensured 100% of our Tier 1 manufacturers have read and signed our Code of Conduct to ensure alignment with 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 identifying lower impact materials as potential substitutions. Products such as the Mechanism Jersey, Long Sleeve Jersey, and Stow Away Gilet will contain more sustainable materials in the future

  • Identified an opportunity to utilize deadstock fabrics originally designed for previous product styles 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 its impact and increase circularity by making it recyclable, compostable, reusable, or biodegradable

Progress in 2020

  • 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 utilize 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

  • 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 and Tier 2 partners to ensure their understanding of our expectations and standards- to be later 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 a "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 for launch in 2021

  • Removed superfluous materials from our shipment packages