Chapter three is our first attempt at an unprecedented voyage - not to distant shores or foreign land, but into the depths of a concept - sustainability through the lens of action sports. We set out on a two-and-a-half-month expedition, navigating through the intricacies of sustainability within an industry that struggles with its own contradictory ideals. The result; a strikingly transparent snapshot of the industry's approach to environmental responsibility, a revelation that's both thought-provoking and deeply impactful.

Ride along as host and writer Sunny Fassler guides us through the rich tapestry of narratives and insights featuring industry trailblazers like Tom Kay of Finisterre, Billabong Europe CEO Simon Charlesworth, Patagonia's Gabe Davies, and industry strategist Adam Hall.

We delve into the paradoxes and challenges of eco-friendly initiatives, exploring how major brands like Billabong and Patagonia take on the delicate dance between sustainability, quality, and market demands. We also learn how Radio 4's shipping forecast was the catalyst for one of the world's most innovative outdoor apparel brands today. The following 90 minutes uncover the complexities of materials like natural rubber and the complicated realities behind greenwashing, offering an honest look at an industry at a crossroads.

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