Pierre Andre Senizergues

Have you found that implementing things such as company recycling were met with resistance?

Sometimes change can be difficult, but my staff was very excited about it. We formed the Blue Bin Brigade, an internal committee whose goal it is to increase industrial awareness about waste and find environmentally-friendly means of conducting business in all aspects of the company. They got so into it that we would hold competitions within the departments to see who was recycling the most. It has been a very positive experience and I love when my staff comes to me with new ideas to improve the process.

Etnies is one of the most iconic action sports footwear and apparel brands. What made you want to take it to the next level and green your company?

Skateboarders need clean air to skate, so greening my company was something that not only made sense, but was necessary. I want to continue to encourage my employees to think more consciously about their individual responsibility, and most importantly, use our brand influence to inspire youth about the future of action sports, humanity and the planet.

Tell us about your eco-friendly footwear and apparel line SEED.

Our etnies SEED Project is a comprehensive collection of apparel and footwear made of sustainable and recyclable materials such as hemp and organic cotton. The SEED Project is a testing ground to implement more sustainable and environmentally-friendly materials into all of our product lines. We have a lot of momentum moving forward and are excited to see what the future holds in the green market.

The return on greening a business can take years and sometimes be expensive at the onset—how have you coped with this?

It has all been positive whether it is profitable or not, because the reasons behind becoming sustainable go beyond profit margins. For example, I probably won't see a return on installing our solar panels for several years, but it was the right thing to do. Investing in the environment and giving back is essential these days if you want to stay strong and grow your business. Here at etnies, we have always prided ourselves on being a forward-thinking company.

What's next for you?

What I am really excited about is our recent company-wide eco audit that was conducted to study how our business practices impact the environment. We looked at every angle with a strong focus on carbon emissions, waste and consumption and water usage. Our findings led us to set the foundation to become carbon neutral by 2020 and continue to work towards sustainability in all our business practices. We believe in transparency and understand the process of going green is a journey.

Do you see greening action sportswear and apparel becoming a trend?

It is more than just a trend: The action sports community understands in order to participate in the sports we love, we have to take care of the environment in which we play in. Sole Technology [parent company of etnies] participates in the Action Sports Environmental Coalition (ASEC) and has supported them over the years. This coalition is a good format to come together and share best practice ideas. One of the projects that ASEC is pushing forward is to provide an assessment of environmental difficulties that our industry faces. I am looking forward to seeing what the results will be and the actions that will be taken as a result of it.

I understand that in addition to your work with etnies, you have also designed your own furniture and home accessories line from recycled skateboards.

I have always been inspired by design and architecture and was very involved in the design of etnies' headquarters. It was important to have a simplistic and modern design that was skate-inspired and made using eco-sensitive materials. My furniture line Skate Study House is a collaborative project with my good friend and designer Gil Le Bon De LaPointe. The Skate Study House is an innovative design concept of redesigning the popular furniture of the 50s Case Study House through the vision of the skateboarder. The entire collection is handcrafted using recycled and secondhand materials. It is so great to show people what beautiful and innovative things you can create by using materials you already have.

You have done some work in the past with Global Green. What kind of relationship do you have with the eco-community in California?

Global Green, a national environmental organization dedicated to creating a new approach to solving the world’s most pressing environmental challenges, has helped me build relationships with people that have the same drive and passion for the environment as I do. If I hadn't been involved with Global Green, I would have not had the wonderful experience of serving as executive producer of Leonardo DiCaprio’s film, The 11th Hour, a documentary that examines the state of the global environment, and includes visionary and practical solutions for restoring the planet's struggling ecosystems.

One of the most astounding things I learned from The 11th Hour was that we use somewhere around a million plastic bags per minute. Overall, are you pleased with how the film turned out?

I was very pleased with the messages conveyed in The 11th Hour. This film has helped raise awareness on issues of deforestation, water conservation and very importantly, over-consumption. It is more than just a documentary. It is a movement to promote positive changes in the environment and inspire people, especially youth, to make a difference. With the DVD now out in stores, my hope is that it will be used as a tool to educate and keep the movement going. To learn more about this film and help in reducing your footprint on the environment, visit http://www.11thhouraction.com/.

Is there anyone out there whose work or involvement in the community inspires you?

There are many people in my life who have inspired me, from family and close friends, to my staff, to the next generation of skateboarders. As a business owner, I have always been inspired by CEOs who think outside of the box and are making positive changes in their companies. One of my standouts is Yvon Chouinard, founder and owner of Patagonia.