Tentree

Summary

Sustainable fashion brand Tentree is committed to environmental stewardship and social responsibility by designing eco-friendly clothing and planting ten trees for every item sold. Their mission is to inspire individuals to reduce their environmental impact while contributing to global reforestation efforts. Tentree uses ethically sourced materials, such as organic cotton, recycled polyester, and TENCEL™, to create comfortable and stylish apparel. With a transparent focus on sustainability, the brand has planted over 100 million trees globally, supporting reforestation, habitat restoration, and community development projects.

History

In 2011 tree planter Kalen Emsley reached out to old friend David Luba in Hawaii and shortly took a flight there to disuse launching a clothing brand that gave back back to the earth. That was the inspiration of fashion brand,  Tentree. Next, they brought on board Kalen’s brother Derrick, as CEO. The initial support from Emsleys’ hometown of Regina, Saskatchewan was overwhelming and offered them a launch pad to get Tentree off the ground as the community was excited about the idea of trees being planted for each item purchased.

Initially, the team operated out of Kalen’s basement in Regina. Slowly the business took off and the team wanted to increase its impact beyond tree planting to focusing on sustainable fabrics.Their vision was to provide the most environmentally progressive apparel possible to do better by the planet. In March 2013, David, Kalen and Derrick appeared on an episode of Dragon’s Den — a television show where entrepreneurs pitch their business ideas to venture capitalists with a goal to secure funding. They wound up being nominated as the team with one of the top ten game changing pitches and secured funding to grow Tentree to the next level. The following year, in collaboration with international non-profit organisations, the team had planted one million trees. That year, their apparel was being sold worldwide and they introduced a tree registry program, which allowed customers to track where their trees were being planted and what impact they were having on the environment.

In May 2016, Tentree became a certified B Corporation i.e. a business that met the highest standards of verified social and environmental support, public transparency and legal accountability to balance profit and purpose. And, they crossed the fifteen million trees mark! ”Fifteen million trees is a major milestone for Tentree, but ultimately, it is just the beginning” explained Derrick in a company release. ”Our goal is to become the most environmentally progressive brand on the planet and we are targeting over one billion trees by 2030… It has always been our goal to bring the customer closer to their impact. Their purchase is what allows us to plant trees, provide jobs, and help an incredible number of people. We want every customer to feel emotionally connected to their impact. The tree registry program allows us to do this by highlighting where the trees will be planted, the type of tree, and then allows us to provide updates on the progress.”

August 2016 was a milestone period — the trio relocated to Vancouver, British Columbia, home to some of the most beautiful outdoor spaces in Canada and by virtue attracting the kind of people that would want to work with an earth-first apparel brand. On Earth Day 2019, the team partnered with Eden Reforestation Projects to plant a tree for every ten likes on a particular post on Instagram and quickly reached the goal of 500,000 trees planted! In 2020, Tentree launched its Climate+ program, a collection of brands and change-makers dedicated to doing good for the planet. The future looks bright — Tentree has an ambitious goal of planting one billion trees by 2030, one tree at a time.

Vision

Tentree envisions a world where sustainability and conscious living are integral to everyday life. Their mission is to empower individuals to make a positive impact on the planet through mindful consumer choices. By merging fashion with environmental activism, Tentree aims to address critical issues such as deforestation, climate change, and habitat loss. They believe that collective action can drive global change, and their business model reflects this vision by planting ten trees for every product sold. Tentree seeks to redefine the relationship between commerce and conservation, proving that businesses can thrive while being a force for good in the world.

At the heart of Tentree’s vision is a commitment to community-driven reforestation and environmental education. By partnering with local organizations and focusing on areas that need reforestation most, Tentree not only restores ecosystems but also creates jobs and resources for underserved communities. Their goal is to make sustainability accessible to all, fostering a global movement where small, everyday actions collectively lead to a healthier planet. Tentree’s vision extends beyond planting trees; it encompasses creating a ripple effect of awareness and action, inspiring individuals to take ownership of their environmental footprint and build a more sustainable future for generations to come.

Mission Statement

Tentree’s mission is to make a lasting and measurable impact on the planet through sustainable practices, reforestation efforts, and conscious consumerism. By planting ten trees for every product sold, Tentree directly addresses deforestation and climate change while empowering individuals to participate in restoring the environment. The brand focuses on creating eco-friendly and ethically made apparel, ensuring that its products align with its commitment to sustainability. Tentree aims to inspire customers to be mindful of their choices, fostering a deeper connection to the environment and a shared responsibility for its care.

In addition to reforestation, Tentree’s mission extends to creating positive social change by supporting communities impacted by environmental degradation. Through strategic partnerships with local and global organizations, the company plants trees in regions where they are needed most, simultaneously generating employment opportunities and resources for vulnerable populations. Tentree is dedicated to building a better future by combining innovative sustainable design with impactful environmental initiatives. Their mission reflects the belief that small, thoughtful actions can collectively lead to a significant and lasting difference for the planet and its people.

Key Team

Derrick Emsley (CEO)
Kalen Emsley (Founder)
David Luba (Founder)

Products and Services

Tentree offers a wide range of sustainable apparel designed to combine style, comfort, and environmental responsibility. Their product line includes everything from casual wear such as t-shirts, hoodies, and sweatshirts to more specialized items like outerwear and fashion accessories. Each piece is crafted with the goal of minimizing environmental impact, using eco-friendly materials like organic cotton, recycled polyester, and TENCEL™, a fiber made from sustainably sourced wood pulp. By prioritizing sustainable materials, Tentree ensures that their products not only look and feel great but also contribute to a healthier planet.

Beyond their commitment to sustainable materials, Tentree also places a strong emphasis on the ethical production of their apparel. They work closely with manufacturing partners who share their values, ensuring fair labor practices and safe working conditions. Additionally, Tentree’s innovative approach to production includes water-saving techniques and the reduction of carbon emissions, further solidifying their dedication to minimizing the environmental footprint of their products. This holistic approach to production ensures that every Tentree product is made with the utmost respect for both people and the planet.

In addition to their apparel, Tentree offers unique services that allow customers to participate in their mission to restore the environment. For every item purchased, Tentree plants ten trees, giving customers a tangible way to contribute to reforestation efforts around the world. This “buy one, plant ten” model not only supports global reforestation but also empowers consumers to make a positive impact through their purchasing choices. Tentree also provides transparency in their impact, allowing customers to track where their trees are planted, fostering a deeper connection between their products and the planet.

Awards and Recognition

tentree is recognized for its commitment to environmental conservation through tree planting and sustainable practices. By planting ten trees for every purchase and ensuring responsible production of their clothing, tentree empowers each customer to make a tangible difference. Their dedication to the environment is not merely a marketing ploy but a core belief that will have a significant impact on the planet’s future.

tentree’s recognition also stems from their innovative use of tree planting as a means of restoring the environment, preserving ecosystems and promoting a healthier world. They have leveraged the concept of tree planting to build sustainable communities and improve the quality of life. The founders’ extensive experience in the tree planting industry has enabled them to develop a business model that prioritises sustainable tree planting methods for maximum impact.

References

• How this brand is planting millions of trees with the help of Instagram Forbes
• Ethical manufacturing at tentree tentree
• Twitter account of Tentree Twitter
• Shop tentree Below the Belt
• The apparel brand that plants 10 trees for every purchase Vogue Business
• Instagram account of tentree Instagram
• tentree is Climate Neutral Certified Climate Neutral
• Youtube channel of tentree Youtube
• How one business plans to restore conserve and grow one billion trees in 10 years Forbes
• Official website tentree
• How tentree is tackling climate change The Green Hub
• LinkedIn page of tentree LinkedIn
• How tentree backpacks are saving the planet Forbes
• The ethos of tentree tentree
• 7 Inspiring environmentalist Instagram accounts Vogue
• Eco chic tentree
• Climate action at tentree tentree
• Tentree profiled Eco Stylist
• Facebook page of tentree Facebook
• tentree CEO is a change-maker Forbes