Our Impact Journey

We are accelerating our efforts to measure and benchmark our current impact on the environment and the communities with which we interact. It is the first step towards improvement by holding ourselves accountable for our impact and responsibilities.

Highlights in 2022

A Clear Vision

We have developed a strategic vision for our work with Impact and Responsibility, with a focus on 2030. This vision is aligned with our SBTi Targets and the latest science. The projects we take on are aligned with these priorities. You can read about our Vision and Strategy in the Impact & Responsibility Strategy Document.


We launched our reselling platform En Route to facilitate and encourage the repair and redistribution of our items. The site helps users sell items they no longer need, so they can be used on the road again. Making our items last longer is a key strategy to reduce our need for resources, with this platform aiming to lead the way in this goal.

Measuring Our Impact

In 2022 we refined the methodology for calculating our environmental impact. By using the Higg index and sampling an increased number of products, we have a more accurate view of our emissions throughout the organisation. In the future we aim to share emissions and impact data on a product level.

Social Impact

We have created partnerships with several charities and initiatives to provide cycling kit for children and local people. This project aims to utilize prototypes and samples in a positive way, whilst lowering the barriers to cycling. Initiatives in 2022 include Funchaves Foundation in Colombia, a cycling club in Lithuania, and Danish charities helping with the crisis in Ukraine.


Below you can find a diary of our journey towards less negatively impactful products and greater responsibility.

Progress in 2021

  • Created dedicated roles in the company to develop initiatives and implementation of a sustainability project

  • Measured our Scope 1 (direct) and Scope 2 (purchased energy) emissions, which include the vehicle used for initiatives such as Destination Everywhere along with the energy used in our headquarters, among other emissions

  • Identified Impact and Responsibility as one of five key strategic development areas over the next three years

  • Completed GCO project by analyzing our activities and highlighting opportunities for circularity of products and resources

  • In-depth conceptualization and implementation plans developed for circular business models

  • Through our internal recirculation program, over 400 products have been assessed, repaired, washed, and then redistributed to employees, friends, and families

  • Set up partnerships with organizations to redistribute samples, prototypes, and mock-ups, ensuring the resources are utilized while benefiting children and poorer communities

  • Created a partnership in Copenhagen to introduce track cycling to young people in under-represented groups in the local community

  • Published a new collection of pages for Impact and Responsibility information online to improve transparency and allow customers to learn about our standards, initiatives, partners, and visions

  • Created a strategy for improved communication about products and their low-impact materials by being explicit and transparent about product compositions and materials

  • Extended and expanded our use of the Higg Index to become full SAC members

  • Created a partnership with the Science-Based Targets Initiative (SBTi) to create legitimate and relevant targets to pursue as an organization

  • Ensured 100% of our Tier 1 manufacturers have read and signed our Code of Conduct to ensure alignment with our standards and expectations

  • Developed 34% of our styles for 2022 to include less impactful materials than in 2021

  • Improved our product development process by identifying lower impact materials as potential substitutions. Products such as the Mechanism Jersey, Long Sleeve Jersey, and Stow Away Gilet will contain more sustainable materials in the future

  • Identified an opportunity to utilize deadstock fabrics originally designed for previous product styles by creating a collection of limited-run items in collaboration with Browns Fashion

  • Implemented a range of shipping packaging improvements by designing bespoke FSC-certified boxes and bags to protect items through transit

  • Started the development of new primary packaging to reduce its impact and increase circularity by making it recyclable, compostable, reusable, or biodegradable

Progress in 2020

  • Worked with Sustainable Design Engineering teams on projects to improve our operation procedures

  • Successfully applied to the GCO initiative to encourage Circular Economy

  • Began to utilize the Higg Index developed by The Sustainable Apparel Coalition

  • Created new roles in the company focused on sustainability and responsibility

  • Started a repair program to fix selected damaged products from the crash replacement program, allowing these products to be used again for testing and prototyping

  • Published a care guide to help users look after their items

  • Initiated a pilot project to repurpose and redistribute samples and prototypes

  • Grew our Strava club to 18500+ members

  • Identified that 100% of our employees cycle or walk to work most days

  • Opened our store in Palma, Mallorca

  • Started communicating with our Tier 1 and Tier 2 partners to ensure their understanding of our expectations and standards- to be later reinforced with a Code of Conduct

  • Mapped a complete supply chain on our most popular products to improve traceability

  • Worked closely with our partners to support them through Covid-19 restrictions and disruptions

  • Identified composition of all products released in 2020

  • Integrated a "Preferred Material List" as a tool to make better decisions in the design phase

  • Worked with material suppliers to identify less impactful material alternatives to some of our fabrics

  • Updated and improved our shipping packaging to use fewer resources and improve recyclability

  • Designed and developed new product packaging set for launch in 2021

  • Removed superfluous materials from our shipment packages