I’m as jaded as the next guy when it comes to companies touting their green chops but, on closer inspection, having little to back it up. But amidst the greenwashing/hyping of recent years, I’ve also been downright moved.

If you think about, outdoor retailers are, or should be, leaders in the green/sustainable business community. Environmental quality is, after all, a key piece of their value proposition, as in, “Those hiking boots you just bought are not recommended for...