When I first heard that Victoria's Secret had gone green, I thought, "Really? Is the world ready for bamboo lingerie?"
But the intimate apparels giant is actually being applauded by environmentalists because it just adopted a set of strict sustainable policies for their enormous catalog production.
Its parent company announced a slate of earth-friendly policies, including using more recycled paper, protecting Canada's boreal forest, reducing overall paper use, and putting $1 million a toward research and advocacy protecting endangered forests. Their decision also protects a large caribou (aka reindeer) herd in the Canadian Rockies.
Their decision was spurred on by a two-year campaign by ForestEthics, nicknamed Victoria's Dirty Secret.
ForestEthics has also released a list of which retailers have sustainable policies in place. Being the catalog junkie that I am, I immediately downloaded their nice and naughty companies posted at Grist.com. Here's a quick recap:
Along with Victoria's Secret, Pottery Barn, William Sonoma, and Dell have the most progressive environmental policies.
Unfortunately, most other major retailers have yet to establish sustainable policies. Many of the environmental offenders surprised me. REI, Land's End, L.L. Bean, and Eddie Bauer — all companies that sell sportswear to outdoorsy people — failed to meet ForestEthics standards. Some of my favorite chains, like Anthropologie, Crate and Barrel, and J. Crew, also came up short. While some of these companies have discussed sustainability programs, the ForestEthics report says they have yet to make good on their promises.
In any case, this list comes in handy as I start to do my holiday shopping. I hope to get most of it done this weekend, and it's good to know which companies are taking steps to protect the planet -- and which are still dragging their heels. Naturally, I'll try to support the companies with the most progressive policies.
Hopefully, other companies will take note of the positive attention that Victoria's Secret, and follow their lead. Meanwhile, no word yet on when we can expect a line of hemp underwear.
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of their business impact, are they pursuing sustainable policies there? It's great they are doing something to make the catalogs more sustainable but what about everything else?