The iconic brand commits to donating 1% of all sales from its new site to environmental initiatives.

Shred is proud to announce that it has joined 1% for the Planet and will donate a portion of its online sales to funding environmental initiatives. For Shred—which manufactures sunglasses, goggles, helmets, and protective equipment for skiing, snowboarding, and biking—this commitment aligns with the brand’s continued efforts to reduce its environmental footprint while becoming a better steward of the planet. It also coincides with Shred’s ten year anniversary and the launch of its completely redesigned website, which aims to offer a more immersive experience and forge deeper connections with consumers.

 

“One of Shred’s core values is to protect the natural world that serves as our playground.”

“This only makes sense given that every product we make is designed to enhance one’s time outdoors and that our love for the mountains was a key catalyst for launching the company,” explains Shred Co-founder and CEO Carlo Salmini. “And as we celebrate our ten year anniversary, we’re working harder than ever to translate this belief into action.”

By partnering with 1% for the Planet, Shred joins a coalition of over 1,200 businesses that commit to donating financial support to environmental causes. Patagonia Founder Yvon Chouinard and Blue Ribbon Flies Founder Craig Mathews created the organization in 2002 to harness the collective action and aspirations of businesses committed to protecting the environment. Since its inception, members of this coalition have donated more than $175 million to nonprofit organizations dedicated to improving the health of our planet.

“Currently, only 3% of total philanthropy goes to the environment and only 3% of that comes from businesses,” explains 1% for the Planet CEO Kate Williams. “The planet needs greater support than this, and our growing network of member businesses is doing its valuable part to increase giving and to advance on-the-ground outcomes. Our members lead with purpose and commitment, characteristics that consumers support. We’re excited to welcome Shred Optics to our global network.”

As a member of 1% for the Planet, Shred donates 1% of all sales from its website to environmental initiatives. In conjunction with its commitment to the organization, the brand supports Protect Our Winters and its efforts to combat climate change and educate the public about its effects.

“We are so proud of our partnership with Shred,” offers Protect Our Winters Manager of Development and Operations Torrey Udall. “Not only do they make incredible products for athletes of all seasons and sports, they are also using their leadership as a lever for good, elevating the conversation on the climate and taking action on key issues. We can’t thank them enough for their support and for joining us in this movement against climate change.”

Shred Co-founder and Chairman Ted Ligety notes that the brand’s support of 1% for the Planet and Protect Our Winters marks an important milestone in its continual evolution. “We’re far from perfect, but we’re working to reduce our environmental impact, improve the world around us, and inspire others to do the same,” Ligety explains. “And our commitment to 1% for the Planet and Protect Our Winters is a crucial step in affecting change. It also ushers in a new chapter at Shred while building on the brand’s deep roots. Like other members of 1% for the Planet, we’ve always believed that our business can be a force for good. The collective action of these kindred spirits truly proves this.”

According to Salmini, Shred’s commitment to 1% for the Planet and Protect Our Winters complements the brand’s continued efforts to reduce its environmental impact. “We’re constantly experimenting with how we design, manufacture, and package our products, as well as how we conduct business,” Salmini explains. “Often, meaningful changes begin with reimagining a single product.” As an example, he cites the brand’s new Simplify Natural goggle, which uses reclaimed, recycled, and organic materials—including content recycled from the snowboard manufacturing process. Salmini also notes that Shred’s new website aims to further illuminate the brand’s efforts to minimize its environmental impact and provides a transparent view of its global supply chain.

Ligety emphasizes that Shred is especially well positioned to enact meaningful changes from within. “As a small, independent company we can readily adapt and experiment, taking risks with the goal of continually learning and evolving,” he explains. “By questioning our assumptions and historic approaches, we’re able to develop fresh ideas that can be incorporated more broadly into our product line and operations.”

According to Ligety, this focus on progression has guided Shred since its inception. Just over a decade ago, he and Salmini joined forces to develop products that enhanced performance without sacrificing style. Their shared passion and collective knowledge and experience helped launch the brand and continue to serve as its foundation. In addition to winning two Olympic gold medals in alpine skiing, Ligety is a five-time World Champ. Salmini is a materials engineer, avid skier and biker, and a graduate of the MIT Sloan School of Management.

“Shred has always been about the journey—about the pursuit of something better,” explains Ligety. “And as much as this journey has forged our products, it’s also strengthened our beliefs, especially the sense of responsibility we have for protecting the natural world. By joining 1% for the Planet and its alliance of partners, we’re taking action and making a stand. And together, we’re committed to a journey that’s as meaningful as it is urgent.”

 

Feature photo by: Luca Crivelli

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