Tess Whitsett is an Environmental Management and Protection senior and Mustang News opinion columnist. The opinions expressed in this article do not necessarily reflect those of Mustang Media Group.
In American slang, an individual who is “granola” is visibly outdoors. The aesthetic often involves sporting brands such as Patagonia, Blundstone, REI, Teva and more, all while exploring picturesque places. Surfing Instagram is a good way to determine if someone fits the bill. These brands are tied heavily to the environmental movement because they create gear highly functional in our exploration of natural spaces and oftentimes have lifetime warranties and repairs.
This is an appealing thought when carving out the large up-front investment, knowing it will be worth the years of future use. Those of us that subscribe to this aesthetic may actually be more conscious of our meat consumption, single-use plastic and reef-safe sunscreen than the average person, but let me get this straight – “granola” is not the same as “environmentally-friendly.”
The rapid expansion of the fashion industry, fueled by the rise of fast fashion from TikTok trends, has led to a profound textile waste crisis for our environment. This problem manifests in ecosystem degradation, social injustices and according to the United Nations, 10% of our global greenhouse gas emissions each year due to its long supply chains and energy intensive operations.
This is not necessarily at the fault of the individual. There is and has been a deeply ingrained culture of consumerism tied to the environmental movement due to the influence of social media and peer perception. Fast fashion is a large offender, but the outdoor apparel industry falls victim as well.
Industrial Engineering junior Sean Ruiz believes that, “many individuals now purchase outdoor apparel as a fashion statement or trend rather than for its intended functionality,” which for him is skiing, mountain biking, camping and hiking. He also wonders if his favorite outdoor apparel brands, “fully recognize that a significant percentage of their increased sales stem from consumers seeking fashion rather than performance.”
This poses problems for our environment because although Patagonia, KUHL, REI Co-op, Cotopaxi and others make efforts to offset their business practices with behaviors that benefit the environment, they are still over-consumed due to the influence of peer perception on individual decision-making, especially on our campus.
These brands have become a symbol of moral and wealth status in our campus community, but they should be acknowledged for their efforts for the planet instead. Is it not hypocritical to use clothing intended to get closer to nature to instead amass popularity points while simultaneously increasing our carbon footprint?
According to B Lab Europe, “certified B Corporations, or B Corps, are companies verified by B Lab to meet high standards of social and environmental performance, transparency, and accountability.” B Corp certified businesses, such as Patagonia and Athleta, are certified by B Lab as having made significant leaps to conduct business in an ethical manner that does not significantly degrade the environment, and are given a score for their efforts.
With rampant over-consumption and textile waste plaguing our planet, we ought to take certifications like these in mind when making purchasing decisions because they are paving the way to a more efficient and ethical economic system in America.
To fight over-consumption in any sphere of life, we must question if we need something, or if we want it. And if we decide we want it, why? Why do we buy our Blundstones? Is it because they are a high-quality shoe, waterproof up to the elastic that will last us well into the next decade? Or because we want to be perceived by the folks we surround ourselves with as being a part of the environmental movement?
Let me emphasize that as a living and breathing human, we are constantly subjected to what is “the right way to live,” and as we age, we realize there is no such thing. We are all doing our best to curb our anxieties about climate change and our negative impact on our planet. With this in mind, we definitely should not feel we need a four-wheel drive, name-branded clothing and a fresh pair of leather boots to feel valid in our exploration of the outdoors. Our natural spaces are home to us all and are accepting of any person daring enough to exist alongside them.