Our Impact

As a rapidly growing company, our environmental impact is increasing.

We are fully aware of the ever-greater responsibility we take on with growth. While our presence increases, we can take solace in the fact that our products are becoming less impactful on a yearly basis, with constant improvements to the materials, processes and partners we work with. 

Our increasing responsibility has naturally led us to work to understand the quantitative data behind this impact. Throughout 2020 and 2021 we have measured the overall Greenhouse Gas (GHG) emissions of our company. We fully understand GHG emissions are not the only impact we create, but they are a great way to understand our hotspots, and are used across the industry to benchmark environmental impact. This process has involved measuring the all reasonable practices within our business. As with most outdoor & sportswear brands, most (99%) of our impact comes from 'scope 3' activities. This impact is created from the items we design, which are then manufactured by our partners.

The Greenhouse Gas Protocol separates emissions into 3 different scopes:

  • Scope 1: Direct GHG emissions which occur from sources that are owned and operated by Pas Normal Studios - in our case, most of this comes from our 3 company vehicles.

  • Scope 2: GHG emissions occurring from the energy purchased by Pas Normal Studios. This includes electricity and heating for our own office and stores.

  • Scope 3: GHG emissions that occur in our value chain. This includes emissions from the production, transportation, use and disposal of items. 

Ways to measure

Absolute reductions: This way of measuring looks at the raw total of emissions over a given period. It then compares these numbers to the time-frame before, irrespective of the output. We have used this method to set targets for scope 1 & 2 emissions as they are within our direct control.

Intensity-based reductions: This way takes into account the changing output of a company to measure emissions. This is more helpful when measuring a growing company, where output is increasing. We have used this method to set targets for scope 3 emissions as they are not within our direct control, and will inevitably rise as we grow as a company.

Science Based Targets

Having calculated our GHG emissions for 2020 and 2021, we could then use these numbers to set science-based reduction targets. This has been achieved through commitment to the SBTi which sets formal commitments aligned with science. 

We have formally committed to reduce our absolute scope 1 and scope 2 GHG emissions 42% by 2030 from a 2020 base year, and to measure and reduce our scope 3 emissions. As of 2021 we have started work on reducing our absolute scope 1 & 2 emissions through a series of initiatives and have fully measured our scope 3 emissions. We are therefore beginning to reduce our GHG intensity to align with more ambitious goals. You can read more about our calculations and methodology here.

Scope 1 & 2 Initiatives

Our Scope 1 & 2 emissions are directly influenced by the decisions we make as a team. Some of the initiatives we have initiated include:

  • Powering our HQ using renewable electricity

  • Waste sorting system in our HQ

  • Powering our Store in Mallorca using renewable electricity

  • Powering our store in Copenhagen using renewable electricity

  • Using locally sourced materials in each of our global stores

  • Using lower-impact consumables in our stores and cafes, such as recycled tissue paper, recycled paper bags and less single-use items

  • Tracking company travel annually to identify and optimize emissions hotspots

In the near future we will be continuing to reduce our scope 1 & 2 emissions by:

  • optimizing and reducing our energy consumption in our HQ

  • switching to renewable energy in all our stores where possible

Scope 3

Our Scope 3 emissions create the majority of our total emissions. This requires extensive work and collaboration to address. We know our absolute emissions will rise in the future due to our growth as a company. We are therefore focused on reducing the intensity-based emission. This means that each product becomes less environmentally impactful; in this way we can use our growing size to improve the standard of items across the industry.

We also understand that the impact of our company extends further than GHG emissions. An array of environmental impacts occur around our company, many of which are difficult to accurately identify, track and measure. 

You can read more about our scope 3 emissions here and our calculations and methodology here.