January 10, 2010 - Atayne: Running Ahead of the Recycling Pack

Jeremy Litchfield founded Atayne performance apparel after he went for a vigorous run one day in May 2007, that left him dripping in more than sweat. It was a hot and humid day and Litchfield had decided to wear a brand new red performance shirt.

When he had finished his run, most of Jeremy's lower body, including his shorts, socks, and shoes were covered in a red dye that had bled from the new shirt.  The experience left Jeremy with an uneasy feeling and a lot of questions about the effect this red dye might have on people's health. 

After conducting some research of his own, Litchfield discovered that if you're in the market for performance apparel, buyer beware. Although there are several textile manufacturers and apparel companies who have been gradually integrating recycled apparel and materials into their own new lines and using a eco-conscious method in the production process - Patagonia, Nike and Under Armour's UA Green line among the most well-known - many are still use technologies that actually pose harm to people and especially the planet. 

Litchfield also learned that some of the newer technologies are able to utilize recycled polyester which means that they need 70-80 percent less energy to produce a product. Translated into "eco-speak" means that this clothing is simply safer for the planet. The added bonus is that it frequently performs better as well. So, what started out as a bad experience with a red shirt, actually launched a company dedicated to inspiring social change and environmental change through the power of active lifestyles.

"Starting a company is one of the most challenging things I've ever done", says Litchfield, who entered the business world as much of the world was heading into a brutal economic downturn.  The Atayne name is a clever play on words. and a reflection of Litchfield's goal to "attain" or aspire to higher goals than just a healthy bottom line through his company's efforts. "If we can survive in this economic environment, says Litchfield, "then I feel pretty good about our future prospects".

Litchfield hopes that Atayne's future holds some room for expansion, but admits that the biggest hurdle is getting access to capital with so many banks and lenders tightening their grip of their own finances. With lots of great ideas for products and more environmentally sensitive manufacturing processes, Atayne has been creative in finding their funding.

Consolidating their production in the U.S. has also proved challenging, as Atayne is committed to localized manufacturing which allows them to cut emissions created by transport, as well as support job creation close to home.  "Right now all of our fabrics are developed in the U.S. and we do our cutting and sewing in both the U.S. and Canada, " says Litchfield. "Finding companies to work with us has been difficult because our production runs are relatively small.  We often have to pay surcharges because of our smaller quantities.  This is very frustrating because we're frequently approached by facilities in China and other parts of Asia that would manufacture our products at a fraction of the cost.  However, we choose not to do this because we do not believe in externalizing our environmental and social costs like many companies do."

Though several other companies produce performance apparel using a variety of recycled materials as well as recycled apparel, Litchfield has worked hard to ensure that Atayne gives people what it promises - more.  "Some companies produce apparel made from recycled materials only use 30 to 50 percent recycled material and call it ‘green'", says Litchfield.  "That's not good enough for us."

According to Litchfield, the materials Atayne uses for its products are 100 percent recycled and no harmful chemicals or treatments are used to enhance their fabric.  "We use the best natural alternatives such as Cocona (derived from waste coconuts shells) and Chitosan, an odor-management treatment made from waste crab shells."

Since the bulk of sales are in the United States and Canada, that is where Atayne has set up production. An important part of the production is the design which is minimalist with the intent to inspire people to have the smallest impact on the planet. "An example of our design technique is the loop that we incorporate on the back neck of our Grind T.  The loop serves to encourage hang drying to help minimize the amount of energy used in consumer care. This is important since an estimated 80 percent of a garment's impact on the environment comes from washing and drying."

Finally, all of Atayne's products come with a ‘Point of View' graphic on them which allows consumers to promote their values and support green living. "Our idea is to create mobile billboards for important environmental and social messages."  The newest line includes 16 different eco-graphics for running, cycling, hiking, climbing, paddling, yoga, and triathlon.

Atayne has been combining its affection for active living with its goal to help the environment by reaching out to communities through various operations such as their Trash Runners, which was designed to combine physical activity with litter collection.  Trash Runners now has active participants in both Washington DC and Chicago. "In addition to conducting monthly runs in these cities," says Litchfield "we bring trash runners to races to run behind the participants.  Our goal is to go beyond  'leave no trace' and leave less trace'.  At this year's Maine Marathon, we estimate that our runners picked up 500 lbs of trash that was there before the race."

Atayne also offers a financial incentive to those who donate old athletic apparel which can recycled and refashioned.

For more information about Atayne or the Trash Runners please visit the following websites:  

www.atayne.com

http://www.atayne.com/impact/trash-runners

http://www.meetup.com/DCTrashRunners/

http://www.meetup.com/ChicagoTrashRunners/

Jennifer MacLellan (jennifer@GreenGuideNetwork.com) is the Senior Writer for the Green Guide Network.

Atayne: Performance with a point of view. < http://www.atayne.com/learn >      

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