Yep, after much anticipation (see below for links to our earlier stories, including extensive interviews) the Nau store is finally live, having opened their virtual doors last week. A technical and lifestyle clothing company, grounded in the outdoors, Nau is aspiring to the goals of Beauty, Performance and Sustainability. As the images above demonstrate, their garments are certainly not the shapeless silhouettes one might usually expect from an outdoor firm. And while we can’t vouch for performance, their environmental stance is very robust. The three jackets shown here, for instance, are made from recycled polyster. But others are fashioned from organic cotton, corn starch (PLA) and merino wool.Much as I am a fan of what Nau is striving to achieve I did, however, find their online store somewhat unintuitive to navigate. For instance, I didn’t notice any ‘add to cart’ buttons when I tried out a mock purchase (they are currently only shipping to US states and Puerto Rico), but eventually discovered that clicking on the teeny weeny ‘size’ panel did get me there. And, at times, the Flash-like action that occurred between links was ponderous, well for the two browsers I tried, anyhow.
But, hiccups aside, when you do get your purchases sorted, Nau will donate 5% of the price to your choice of a variety of environment, humanitarian and social groups, who are active at a regional, national or global level. You garments will be shipped to you in envelopes that contain 50% post-consumer recycled content, which is apparently the most eco-friendly of 20 packaging option that Nau researched. Webstores are planned to open in Colorado, Illinois, Oregon and Washington in the next few months.
We appreciated that Nau list the 'country of origin' for both the fabric and garment production. And that they push for cold laundering (when you have a full load) with line drying. And specifically suggested avoiding drycleaning. And we noted that PLA (corn derived) garments are heat sensitive so such apparel is best not ironed or tumble dried. In the long term, when your Nau garments have really worn out, they will accept them back for either recycling or composting. ::Nau
Read our earlier posts for more detailed information on the company, and their business model.
And Kyeann has another interview coming along soon. Keep your eyes peeled for that, too.