Volcom has announced that it wants to reach a series of environmental goals by 2016, eliminating PVC from its products and reducing carbon emissions, waste and water use by 25 percent. It will only sponsor sustainable surf events. The U.S.-based action sports firm will use the services of Steve Richardson, a former director of material development at Patagonia, to reach these and other goals. Volcom is thus introducing an Environmental Profit & Loss Account similar to the one pioneered by Puma in 2010. Both companies are controlled by PPR, the French group that is changing its name to Kering, which has already vowed to apply this kind of accounting to all its holdings in the sports, lifestyle and luxury goods sectors.

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