British outdoor brand RAB is continuing to push the boundaries of transparency regarding sustainability jargon and logos on outdoor products. From September 2023, MATERIAL FACTS will be available for all Rab apparel and sleeping bags, accessible online through scanning a QR code on the product hangtag.
It’s now easy to find more detailed, easy-to-understand information on recycled content, fluorocarbon status and production information. A quick scan of the QR code takes potential buyers to a clear and accurate Material Facts sustainability data table.
This information will enable them to make an educated choice before buying a Rab clothing or sleeping bag product. Rab and Lowe Alpine’s parent company Equip Outdoor Technologies Ltd., frustrated with a lack of clarity around sustainability criteria, created the pioneering Material Facts sustainability information tables to drive a focus on accuracy and transparency.
Product Director Tim Fish said, “Communicating sustainability information is complex and means different things to different people, often leading to misleading claims and greenwashing. We’ve developed our non-branded Material Facts program to provide consumers with enough information to make their own educated purchasing decisions. The program leads the way by taking into account consumers’ and retailers’ demands for accurate and honest sustainability product claims.”
By the end of 2024, all Rab and Lowe Alpine packs, equipment and accessories will also include Material Facts tables; more criteria will be added in the future. Equip will continue to drive industry-wide engagement to constantly improve Material Facts and to create an industry standard with other brands and industry stakeholders.
This is a clear step forward in terms of aligned accurate, honest and transparent CSR communication.
Main pic: Felipe Tapia/Rab