I wouldn’t call myself an environmental activist, however, I share their concern for more sustainability and transparency. Until recently, global corporations have been trying to greenwash their activities, which really annoys me. As times change, consumers gain more power and influence so that companies have started to listen to us.

I have made changes in my own behavior – and witnessed similar changes by my friends – when it comes to living more sustainably. It started by simply becoming more conscious about decisions when travelling, eating, consuming and dressing. Similarly, I expect my favorite brands to help me live a more sustainable life. To this end, my attitude toward more sustainable products has changed entirely. I understand that a T-Shirt for 4 Euros – or $5 – doesn’t help the person sewing the clothes in Asia and will only contribute to further inequality. I am therefore more than willing to pay a higher price for clothes that are made ethically and sustainably. Let’s be honest – you need to put your money where your mouth is. Otherwise you are just kidding yourself.

(Supported by qualitative study in 2020 by Superunion)

Let’s be honest with ourselves in the fashion industry: our customers are shaking up our market and are shifting and breaking paradigms. Driven by the increasing public debate around sustainability issues, they demand more transparency, less lip service and more action by brands to become more sustainable.

Together with my colleagues from the sustainability team, I am constantly looking for new ideas, concepts and materials. Our designers also need to be engaged and are essential when it comes to actually designing new collections. When managing a brand, I am interested not only in the finished product but even more so on how it was produced throughout the supply chain. So it not only includes the technical aspects, but the feel of the fabric on the body, how and where the garment was manufactured and the impact on the environment. I believe this is how we need to approach product development to make sure our brand fits into a circular economy.

When I heard about QIRA, I realized that it is more than just a chemical. I share QIRA’s view that one company cannot change the value chain alone. We need all partners to collaborate – and collaborate even more broadly than in the past. As QIRA is produced from renewable feedstocks, like corn, it reduces CO₂ emissions. It also offers a huge variety of applications for materials that allow our collections to be windproof, waterproof, optimally breathable and stretchable. I appreciate QIRA’s commitment to attain the relevant certifications, so when managing our brand I have the confidence that sustainability claims are validated by independent parties.

Source: QIRA qualitative research study (2020)

The work we do to process corn so it can be used as a key ingredient in QIRA is adding value to this agricultural commodity and bringing good jobs to our community in rural Iowa, where the corn is grown. Processing the corn in the same area where it’s grown, thereby keeping transportation emissions relatively low, is just one way we’re helping to protect the environment. Corn is a natural, renewable feedstock. Through supply-chain programs, we encourage use of regenerative practices to promote healthy soil, protect water quality and reduce greenhouse gas emissions from crop cultivation. Then we transform it using cutting-edge technology into something that can be used in a whole new way.

Today, corn is used for so many things. It is consumed by people and animals, but it’s also used for things like biodegradable plastic cups and biofuels. We’re creating new jobs by diversifying how corn is used – and doing it in a way that is better for the planet and for all people involved. QIRA is made using corn sugar processed in the Midwest, US and accounts for a very tiny percentage of the corn produced in the U.S., only 0.07%*, yet with that small amount of corn, we can do so much. It’s exciting to be part of creating something entirely new. QIRA can be used to make products more flexible and durable in everything from footwear and apparel to automotive, electronics and packaging applications.

*U.S. Department of Agriculture (USDA) National Agricultural Statistics Service (NASS) Crop Production Summary, January 12, 2021

When I first heard the term “sustainable agriculture”, I sort of shook my head. As a fourth-generation farmer, I believed everything I did was sustainable. I sustained my business, I sustained the soil and I sustained people and animals with my crops. But over time, I began to realize the broader impact of what sustainable agriculture means and what I can do as a farmer to contribute.

As populations grow, we need to produce a lot more on the farm to take care of society’s needs, but it has to be done in a responsible way. As farmers, we do our part to maintain soil health through use of cover crops and minimizing tillage. We apply precision agriculture technologies in the fertilizers and pesticides we use on our fields. We practice effective crop rotation to maintain soil nutrients and maximize crop yields.

After harvest, my contribution to sustainability keeps going. I know the corn I grow to manufacture QIRA can be used to replace petroleum-based products that harm the environment and contribute to climate change. I’m pleased to do my part, both on my farm and in supplying a crop that can make our world a better place down the road. For me, that really is “sustainable agriculture.”