Winds of Change

prAna (Vista, Calif.), a climbing and yoga apparel and accessories manufacturer, is providing 250 of its retailers renewable wind energy certificates equivalent to the electricity their stores consume.

The prAna Natural Power Initiative will offset approximately 3,000,000 kilowatt hours, or 100 percent of the electricity generated to power 100 retail locations by supporting the generation of an equal amount of renewable energy purchased through U.S. EPA-approved Renewable Energy Certificates. The Green-e certified tradable renewable energy certificates (RECs) will be supplied by 3 Phases Energy Services, a Green-e certified wind power provider.

The company will also be offsetting 100 percent of the electrical energy use of its Vista, Calif., headquarters and the homes of all of its employees beginning in October, and eventually aims to bring all 1000 of its U.S. retail customers on board, as part of its commitment to sustainable practices.

“The word prana is synonymous with breath,” said owner and founder Beaver Theodosakis, an avid rock climber and yoga practitioner whose company has been committed to environmental responsibility since its founding in 1992. “Investing in wind as a natural source of power is a perfect fit for us.”

prAna launched the initiative at the August Outdoor Retailer trade show in Salt Lake City. Each of the initial 250 participating stores is being given signage noting that 100 percent of that store's electricity will be offset by a natural, clean renewable source.

Theodosakis notes that many large companies have begun purchasing wind power in recent years, including Hewlett-Packard, FedEx Kinko's, BP and Whole Foods. A study by American Demographics found that 70 percent of Americans are more likely to buy a product if the company that makes it is known to implement environmentally friendly practices. Additionally, wind power is “inflation-proof,” meaning once a wind plant is built, the cost of its energy is known and is not affected by fuel market price volatility.

“Our purchase of clean, renewable energy on behalf of our retailers sets a new precedent,” says Theodosakis.