At Jelenew, we believe that sustainability is not just an option. Cycling itself is a celebration of the great outdoors, and we are committed to ensuring that our natural landscapes remain pristine for all to enjoy. By embracing sustainable practices, we aim to minimize our carbon footprint, reduce waste, and preserve the beauty of the world we ride in.
Sustainability is an essential responsibility that we carry as a brand dedicated to empowering women through cycling. Sustainability aligns perfectly with our brand values of empowerment, wellness, and personal growth. By fostering sustainable practices, we demonstrate our commitment to these values, showing our customers that we genuinely care about their well-being and the world they ride in. We aim to provide them with products and experiences that are not only high-performance but also sustainable and environmentally conscious.
As a new and growing brand, we are aware of the extra cost of putting sustainability as one of our top priorities. However, as nature-loving cyclists at heart, we are not willing to compromise our core values or the fine quality of our products. We do not wish to become a brand solely focused on short-term profit. Instead, we want to dedicate our effort to the long-term well-being of the human collective and the mother Earth we inherited. We believe women's cycling is a great place to start. We will be holding ourselves responsible in the following dimensions:
A. Materials
- Jelenew works with Bluesign®, OEKO-TEX® certified suppliers to cooperate with suppliers who meet the certification standards and carry out close and lasting cooperation.
- Why do we work with them?
Bluesign is a pioneering company focused on the development of the Bluesign certification. This certification has gained international recognition and is widely adopted in numerous countries across Europe, Asia, and North America. Manufacturers aspiring to achieve Bluesign certification are required to provide comprehensive disclosure of pertinent information. They must also guarantee absolute transparency and traceability throughout the entire production process, starting from raw materials. Bluesign goes beyond inspecting the end product that reaches the consumer; it meticulously examines all materials and intermediate products that are generated at various stages within the production chain.
This aligns with Jelenew's belief that a sustainable way is the ONLY way to build a brand. Meanwhile, we believe that transparency and honesty are crucial to educating, monitoring, and supervising ourselves as we recognize that overproduction, overconsumption, and unethical practices and handling have become major issues in the fashion/apparel industry. We hope that our effort and our willingness to change and educate ourselves can be a foothold for change.
- Jelenew's eco-friendly bag collection uses Texon Vogue eco-friendly kraft paper, which is a cellulose nonwoven fabric made with synthetic adhesives and Tyvek® made of high-density polyethylene fibers (HDPE). The 100% washable and recyclable Kraft paper tote bag is made from at least 80% sulfate wood pulp. The selected material is exceptionally strong, making it well-suited for packaging and storing items.
- Our high-end Italian fabrics come from top fabric manufacturers in Italy, including Carvico, Sensitive Fabrics, and MITI. These brands mainly produce high-performance sportswear technical knitted fabrics. Their productions provide excellent performance, and the fabric's annual production capacity is limited. The usage of high-needle density weaving techniques makes the fabric highly durable and suitable for competitive sports as well as daily activities. We at Jelenew encourage conscious consumption by providing premium quality apparel that is made with non-toxic and sustainable fabrics.
B. Crafting and Designing
Jelenew's proprietary technology Curvetec® inspired by French haute couture design using draped tailoring and form-fitting design supporting key muscle groups, especially during the active motion of pedaling. Specifically, this technology provides maximum mobility for a female physique Curvetec® enhances the cycling experience by supporting the core, lower back, shoulders, hips, and thighs. Combined with couture style tailoring, which stands for the highest standard of design and fashion, we want to present to the world durable and fashionable pieces that have a longer life cycle and at the same time easier to recycle. We believe that higher quality clothing crafted with careful thoughts and meticulous design not only offers superior comfort and functionality but is also the answer to the mindless and disposable fashion that is rampant in today's fashion industry.
C. Packaging
We only choose renewable, recyclable packaging materials, such as paper, bioplastics and recycled plastics. We plan to use 100% FSC(The Forest Stewardship Council) certified packaging materials in 2025. FSC certification means that the raw material of the product comes from FSC-certified forests and meets the sustainability standards of FSC. The Forest Stewardship Council (FSC)
certification is a globally recognized system that promotes responsible forest management and ensures the sustainable sourcing of forest products. It provides assurance to consumers that the products they purchase come from responsibly managed forests and contribute to environmental, social, and economic well-being. FSC certification encompasses a set of rigorous standards and criteria that address key aspects of forest management, including biodiversity conservation, protection of indigenous rights, workers' rights, and community engagement. Through independent third-party audits, forest operations and supply chains are evaluated to ensure compliance with these standards. By choosing to package with the FSC label, we are minimizing our impact on the planet Earth.The certification not only benefits forests and wildlife but also local communities and workers who rely on forest resources for their livelihoods.
D. Production
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1. Energy and Water Conservation:
We implement energy and water conservation measures throughout our production process. Our facilities prioritize energy-efficient equipment and practices to minimize electricity consumption. We also employ water-saving technologies and responsible water management strategies, such as recycling and reusing water whenever possible.
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2. Waste Reduction and Recycling:
We have implemented comprehensive waste reduction and recycling programs in our production process. We strive to minimize textile waste by carefully planning our patterns and cutting processes to optimize material usage. Any excess fabric or production scraps are collected and recycled, either internally or through partnerships with specialized recycling facilities.
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3. Supply Chain Transparency:
We believe in supply chain transparency as a cornerstone of sustainability. We work closely with our suppliers to ensure they share our commitment to ethical and sustainable practices. Through regular communication and audits, we verify that our raw materials are sourced responsibly, with a focus on minimizing environmental impact and promoting social responsibility.
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4. Local and Small-Scale Production:
Whenever feasible, we prioritize local and small-scale production to reduce transportation distances and support local economies. By working with local manufacturers, we can minimize carbon emissions associated with long-distance shipping while fostering a closer relationship with the production process.
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5. Continuous Improvement:
We are committed to continuous improvement in our sustainable production practices. We stay informed about advancements in sustainable manufacturing technologies and seek out innovative solutions to further reduce our ecological footprint. We invest in research and development to explore new materials, processes, and technologies that align with our sustainability goals.
E. Innovation and Research
In the near future, Jelenew plans to establish long-term relationships with apparel accessories suppliers, invest in JelenewR&D funds, and jointly develop and promote new sustainable apparel accessories.
F. Community involvement and philanthropy
Jelenew is working closely with women of all ages, as they tackle life's daily challenges by aligning with key non-profit organizations in the U.S., such as Women of the World in Salt Lake City and Dream Big! in Boston. As a part of this program, Jelenew is partnering with U.S. indoor cycling studios and cycling clubs.
At Jelenew, we want to foster a close-knit community where we can educate and spread the message about sustainability. We know we are not perfect, so we are eager to hear from our communities in terms of what we can improve or how we can do more to help.
In 2022, Jelenew launched a Green Holiday initiative during the holiday season. During this time, Jelenew worked with the reforestation NGO One Tree Planted. With each order, 1 tree was planted to restore the wetland and forests around the world.
In the future, Jelenew pledges to work closely with local communities and organizations where we can build a bond over our chared love for cycling and take action to build a greener future.
G. Future Commitment and Strategies
As we look ahead to the future, Jelenew is committed to advancing our sustainability efforts and driving positive change in the cycling industry. We recognize the urgency of the environmental challenges we face and are dedicated to taking bold steps toward a more sustainable and responsible future. Here are our sustainability commitments and strategies for 2025 and 2030:
2025 Sustainability Commitments:
Carbon Neutrality:
By 2025, we will strive to achieve carbon neutrality throughout our operations. We will assess and reduce our greenhouse gas emissions, implement energy-efficient practices, and invest in renewable energy sources. Any remaining emissions will be offset through verified carbon offset projects to ensure a net-zero carbon footprint.
Circular Product Design:
We will continue to prioritize circular product design principles, aiming to eliminate waste and extend the lifespan of our products. By 2025, we aim to increase the use of recycled and recyclable materials in our cycling apparel, ensuring that they can be repurposed or recycled at the end of their life cycle.
Supply Chain Transparency and Responsibility:
We will enhance our supply chain transparency efforts, working closely with our suppliers to ensure responsible sourcing practices. By 2025, we aim to have full visibility into our supply chain, verifying that all materials used meet rigorous environmental and social standards.
Water Stewardship:
We will strengthen our water stewardship practices to minimize water consumption and protect water resources. By 2025, we aim to implement innovative technologies and processes to reduce water usage in our manufacturing operations and promote responsible water management throughout our supply chain.
2030 Sustainability Commitments:
100% Renewable Energy:
By 2030, we commit to sourcing 100% of our energy from renewable sources. We will invest in renewable energy infrastructure, such as solar and wind power, to power our operations, manufacturing facilities, and distribution centers. Our goal is to operate with a minimal carbon footprint and contribute to the transition towards a renewable energy future.
Zero Waste:
By 2030, we will strive for zero waste across our value chain. We will implement comprehensive waste reduction and recycling programs, aiming to eliminate waste sent to landfill. We will work with suppliers and customers to promote responsible packaging, product repair, and recycling initiatives, fostering a circular economy within the cycling industry.
Social Impact and Equality:
We will continue to prioritize social impact and equality within our organization and the communities we serve. By 2030, we aim to further promote diversity and inclusion in cycling, support underrepresented groups, and collaborate with organizations that advance social equity, aiming to create a more inclusive and equitable cycling culture.
These commitments and strategies represent our vision for a sustainable future. We recognize that achieving these goals requires collaboration, innovation, and continuous improvement. We will regularly measure and report our progress, remaining transparent and accountable to our customers, employees, and stakeholders. Together, we can build a more sustainable and responsible cycling industry that benefits both people and the planet.
