June 17, 2025 Outdoor brands unite and launch product sustainability claims tool

A coalition of outdoor brands has developed a comprehensive toolkit for standardized product data. Based on Rab’s Material Facts methodology, the initiative is a step toward more transparent sustainability communication in the outdoor sector.

A group of global outdoor brands forming the Material Facts Collective have launched a full implementation toolkit for accurate product sustainability claims. Based on Rab’s Material Facts methodology, the new toolkit has input from leading brands and retailers across the UK, Europe, USA, and Canada. Public brands include Exped, Go Outdoors, Oberalp Group, Rab, Red Equipment, and Tiso. The working group has now published a formalised and unbranded sustainability data methodology, ready to be adopted by other brands and retailers.

The Material Facts methodology initially launched by British outdoor brand Rab (owned by Equip Outdoor Technologies Ltd.) in October 2023 is a transformative approach for the outdoor industry. It enables clear and standardised product data to be transparently shared with consumers and retailers. This methodology supports responsible decision-making for sourcing and purchasing, ensuring compliance with upcoming ESG legislation.

Transparent product claims at point of sale

Material Facts offers consumers transparent product sustainability data at point-of-sale, first iterations include recycled content %, PFAS status, and country of manufacture. Future criteria proposals include material type, certifications, sources, repairability and durability.

The Collective, launched in September 2024 on Rab’s initiative and supported by the European Outdoor Group, is a collaborative group of brands that have taken this methodology to the next level, determined to standardize product sustainability data for the whole industry.

The revised methodology has been tested and improved by brands forming The Collective representing apparel and hard goods; building a robust, scalable solution that works for new categories and new data criteria.

A toolkit to scale data methodology across the industry

A full implementation toolkit has been developed to support brands in adopting this revised methodology, including:

• Methodology document: Detailing the steps, calculations, and assumptions
• Calculations template: Allowing brands to check calculations as they engage with the methodology
• New Criteria: Detailing proposals for future table developments
• Communications guidelines: Defining how brands will communicate Material Facts data
• Business case: Securing internal buy-in and resource

Joanna O’Flynn, Corporate Social Responsibility Manager at Tiso Group, highlights the importance of standardization:

“A simple data table, in a standard format, with a clear and transparent tested methodology, is becoming vital. We can share this data with our consumers and reassure ourselves that we are working with brands that take the challenge of communicating sustainability metrics seriously.” She adds that being part of the working group helped Tiso reflect retailer needs directly in shaping the methodology and its outputs.

Collective learning fosters industry-wide solutions

Cat Heraty, Lead Designer and Product Developer at Red Equipment, describes the challenge:

“As an equipment brand, finding a way to communicate sustainability data has been a challenge we know we had to address.” She says collaborating with technical apparel brands helped refine a shared approach:

“Working with world-class technical apparel brands and retailers, challenging their thinking, sharing our approach and ideas… provided the solution we were looking for.”

Richard Leedham, CEO of Equip Outdoor Technologies, notes that Rab’s initial intent was to share the methodology broadly:

“When launching Material Facts back in 2023 as a market-first, we knew that we did not want to keep it to ourselves but share it with the industry. Together, as a network of leading brands, we can efficiently develop sustainability data in a clear and transparent way, that drives efficiencies, meets consumer and retailer needs, and prepares us all for the upcoming legislation.”

Next steps and continued development

The first phase of the Material Facts Collective has now concluded. The working group will meet later in 2025 and review how the methodology can be further improved based on brands’ feedback and adoption.

Interested parties who want to join the second phase of the Material Facts Collective, or who wish to receive more information on the Material Facts methodology and the toolkit, should reach out to the below contacts. All Material Facts resources and downloadable content can be found on the European Outdoor Group website.

Lead Photo: Material Facts Collective