True Value, True Green

I was walking up near Dupont Circle this afternoon and passed by a branch of PNC Bank. In the window was a sign proclaiming that PNC has a lending program that supports green business. Huh? It seems that everyone is getting on the green bandwagon these days (Can anyone really say 'Clean Coal' without gagging?), even companies that most reasonable people would think have no business promoting their green credentials except to get on an overcrowded bandwagon. 

PNC managers may be sincere -- the loans are targeted at specific energy saving purchases -- but its offer of lower interest rates for those business purchases really is about saving greenbacks, and not so much about saving and greening the planet. 

But for some businesses green, the environment -- stewardship -- really is at the heart of their product development, production and overall business mission. Such is the case with Atayne, an Arlington, VA- based manufacturer and seller of performance athletic wear.

I spoke earlier today with Jeremy Litchfield, the company's CEO while he was driving up to New York City on business. He told me that Atayne's green DNA is a part of the company's end-to-end business process and overall mission.

The company motto -- "Run Hard, Tread Lightly" is realized through what it does. It makes running apparel out of trash, essentially recycling old polyester running clothes and creating new light-weight, moisture wicking and stylish running gear.

Over the road noise, Jeremy explained that the company has big plans to expand beyond running shirts and similar clothing products into a broader collection of lifestyle gear. 

"For example, the plastic cushion in the typical running shoe can be repurposed after its worn out and made into a yoga mat," Jeremy said. In all, he hopes to grow Atayne into the kind of company that meets people where their hearts are.

He also hopes that people who see others wearing Atayne's clothing are sparked to think twice about the environment.

"Our shirts have different logos and looks. Our mantra of reduce-reuse-recycle-run can have an effect on someone in a park who sees a runner go by and instead of tossing a plastic bottle into the trash, or worse, on the ground, may be moved to take that bottle home and recycle it," Jeremy told me.

Sounds great, right? Well, there's a catch for us here in Virginia. Atayne is looking to grow someplace else.

"Washington is a great place, has a fabulous running community, but we're looking to make a lifestyle move to a location that has a more immediate access to the outdoors and a more affordable cost of living," Jeremy said.

He also noted that funding for expansion is not as available here in the east-coast hi-tech capital as in other places. "Grants and other types of funding that we need to expand seem to be more available outside of DC."

I don't think that there's much those of us here in Virginia could do to change Jeremy's mind and keep Atayne here in the Old Dominion. But we can help the company grow and be true to what we believe in what we want to leave for our children -- less trash and a healthier, greener planet.