CO WARRIORS IN A DECADE SATURATED WITH VAPID GREEN SLOGANS AND MARKETING BULLSHIT, THESE GUYS ARE ACTUALLY taking action to clean up their act.
You don’t have to sacrifice style to be ecologically conscious. Holden outerwear, brainchild of shred legend and entrepreneur Mike LeBlanc, pretty much pioneered the eco movement in snowboarding gear. With head honcho LeBlanc leading the way, Holden have developed a waterproof hempfibre fabric, Cocona (a coconut shell-based lining), biodegradable packaging and even an environmentally friendly glue. Nice work, you’ll have to admit. So what else does he do to save the world? “Personally, I try to eat local and organic food, recycle, car pool and buy used items as much as possible. When I do buy new, I opt for the highest quality as these items last much longer.” His approach to ‘being green’ is as much influenced by philosophy and relationships as it is by his actions. “Part of me sees the world as full of suffering,” he admits. “That can either motivate or make one be complacent, even angry. If I let myself think too much I could be completely depressed, so instead I take on what I can daily. I believe in constant improvement, so I do what I can and make that a habit.” In 2007 he had what was arguably the most fun snowboard film part ever in Absinthe’s Optimistic, which aimed to explore how global warming would affect snowboarding. But does he think it got the message across? “I think it was a great effort, but now the audience will have to be open to take it in – I am sure it hit some new people.” When asked for final words, Mike, perhaps unsurprisingly, gets all philosophical on us: “We’re just a speck of dust on a big rock, so make choices to have fun, love, and be open to change.” Gemma Freeman
As part of a profile series on brands in the action sports biz who are doing their bit for the environment I spoke to Holden outerwear owner...