No, Prana is not a fast fashion brand. Its business model is built on creating durable, high-quality outdoor and activewear, which stands in direct contrast to the rapid, trend-driven production of fast fashion.
The brand is known for its strong commitment to ethical production, including Fair Trade certifications and supply chain transparency. On the sustainability front, Prana prioritizes using sustainable materials like organic cotton and recycled polyester and has set public goals to reduce its environmental impact. Here's a deeper look at Prana's practices:
Unlike fast fashion, Prana’s production model prioritizes longevity, sustainability, and ethical manufacturing over speed and volume.
Prana has a solid reputation for its ethical practices, showing strong commitments to transparency, fair labor, and animal welfare. They are a certified B Corporation, meaning they meet high standards of social and environmental performance, accountability, and transparency.
Prana is a leader in Fair Trade apparel, using Fair Trade USA Certified factories where workers earn a premium to invest in community projects and improve their livelihoods. While wages in some regions (e.g., $180-$250/month in some Indian facilities) are above the local minimum, they may not always meet the calculated living wage. However, their commitment to third-party certifications like WRAP and SA8000 demonstrates a serious effort to uphold worker rights and safety.
The brand provides a commendable level of transparency by publishing a detailed list of its manufacturing partners and factories. Prana also shares public sustainability reports and undergoes third-party audits to verify its claims, setting a higher standard than most apparel companies.
Prana has a strong animal welfare policy. The brand does not use fur, real leather, or exotic animal skins in its products, instead opting for plant-based or synthetic alternatives. This commitment ensures their products are primarily vegan and cruelty-free.
Prana integrates sustainability into its core operations, from sourcing raw materials to reducing its manufacturing impact. Their approach is comprehensive, though there is still room for improvement.
Prana prioritizes the use of sustainable materials, with approximately 35-45% of its collection made from organic cotton, recycled polyester, hemp, and Tencel Lyocell. They hold respected certifications like the Global Organic Textile Standard (GOTS) and OEKO-TEX Standard 100 to ensure their materials are environmentally safe and responsibly produced.
The company is Climate Neutral Certified and actively works to reduce its carbon footprint, with a goal to be fully carbon neutral by 2025. Prana also uses low-impact dyes and partners with factories that have advanced wastewater treatment systems, reportedly reducing water consumption by up to 50% in certain processes compared to conventional methods.
Prana promotes a longer product lifecycle through repair programs and partnerships that encourage resale and recycling of used garments. They also aim to reduce waste by using deadstock fabric in some collections and have transitioned to more eco-friendly packaging, including biodegradable mailers.
Prana has set ambitious targets, including using 100% sustainable fabrics and reducing greenhouse gas emissions by 50% by 2030. As a certified B Corp, their progress is tracked and held to a high standard of public accountability.
Overall, Prana is a strong choice for consumers seeking responsible outdoor and activewear. Their efforts in both ethics and sustainability far surpass industry norms, though they are still on a journey toward perfecting their model.
Prana earns a B+ for its robust commitment to ethical manufacturing, including strong Fair Trade partnerships, a transparent published factory list, and its certified B Corp status. It falls just short of the 'A' range due to the persistent gap between factory wages and a universally verified living wage in parts of its supply chain.
With Climate Neutral Certification, significant use of eco-friendly materials (35-45%), and clear emission reduction targets, Prana secures a solid B. The brand is a leader in sustainable practices, but its grade is moderated by its yet-to-be-achieved goals for 100% sustainable materials and the need for greater transparency on product lifecycle impacts.
If you appreciate Prana's dedication to quality, ethics, and sustainability, here are some other brands with similar values worth exploring:
A pioneer in corporate responsibility, this B Corp is renowned for its use of recycled materials (over 87% of its line), Fair Trade Certified production, and dedication of 1% of sales to environmental causes. Patagonia's Worn Wear program also leads the industry in promoting repair and reuse.
Shop now at www.patagonia.com
For every item purchased, tentree plants ten trees. This certified B Corp crafts comfortable closet staples using sustainable materials like Tencel, organic cotton, and recycled polyester, all while maintaining ethical production standards in its factories.
Shop now at www.tentree.com
Famous for its colorful, repurposed gear, Cotopaxi is a B Corp that allocates 1% of its revenue to alleviating global poverty. The brand is committed to ethical manufacturing and uses recycled, repurposed, or responsible materials in 94% of its products.
Shop now at www.cotopaxi.com
Founded by surfer Kelly Slater, Outerknown is committed to radical transparency and sustainability, using materials like regenerative organic cotton and recycled fishing nets. The brand is entirely Fair Trade Certified, guaranteeing fair wages and safe conditions for its garment workers.
Shop now at www.outerknown.com
Some of Prana's products are manufactured in the USA, and these are typically labeled as such. However, the majority of their production takes place in other countries, including India, China, and Vietnam, where they partner with factories that meet their ethical and social standards, including many with Fair Trade Certification.
Prana is owned by Columbia Sportswear, which acquired the brand in 2014. While part of a larger corporation, Prana continues to operate with a distinct focus on its founding principles of sustainability, ethics, and corporate responsibility, often leading the way within the broader Columbia portfolio.
For conscious consumers, Prana is generally considered worth the price. The higher cost reflects an investment in durable construction, high-quality sustainable materials like organic cotton and recycled fabrics, and ethical production practices, including Fair Trade premiums that directly benefit workers. The longevity of their clothing often results in a lower cost-per-wear over time compared to cheaper, fast fashion items.
