prAna, an ancient Sanskrit word for breath, life and vitality of the spirit, is born from climbing and yoga and creates mindfully-designed, purposeful and stylish apparel for unconventional individuals to pursue their passions – from the rock to the studio to the trail to the street and with the launch of its swimwear collection, to the water. From the beginning, prAna has been committed to looking for new ways to fold the intention of sustainability into their materials and practices. They have been committed to a variety of preferred materials including organic cotton, Fair Trade Certified (one of the few in the US) and recycled polyester. prAna is sold at retailers across the United States and Canada and online at prAna.com.
prAna has been committed to using more sustainable materials since they first learned of organic cotton in 2001. They started integrating organic cotton in their collection at this time and gradually looked into other materials that would lower the impact of their products.
prAna initially began to look into verification since materials with recycled or organic content can range from 1-20% more expensive than their conventional counterpart, it was important to protect their investment in more responsible materials. However, prAna had no system in place to ensure they were getting what they were paying for, a system which certification could offer.
prAna chose certification because they acknowledged that when customers bought clothing labeled with a claim such as organic or recycled, there was the expectation that this had been verified and checked. Certification provided verification from an independent third-party.
In addition they realized that without verifying the claims on products from suppliers, prAna could potentially be held responsible for unknowingly violating “truth in advertising.” Certification offered brand protection and upheld company values. Everyone saw the risk of doing nothing.
Today prAna has set up a system to verify each season materials with certifications including OE 100, GOTS, GRS and Fairtrade. And this gives them the confidence to tell their consumers they are getting what they are paying for.