Talking Trash: Atayne Makes Performance Recycled Gear With a Point of View

Trash is trendy. We talk about it, write about it, complain about it, and now thanks to progressive companies, we’re even starting to wear it. Launched in May 2007, apparel brand Atayne is all about talking trash, at least when it comes to outfitting those with active lifestyles. At just a little under two years old, Atayne has already made a name for itself in the world of eco-performance gear. Although the current line only consists of short and long sleeve performance tees, “As we grow our line we’re thinking about waste; how we can use existing materials to make new products,” says Jeremy Litchfield, President — or as he likes to call it, the “Chief Pacesetter” — of Atayne. Hopefully that will include more apparel, like base layers, outwear and “more technical stuff for cycling.”

Saying his tees are made from trash is not an understatement; the double faced fabric’s outer layer is made from recycled polyester, and the inner lining is Cocona, a fabric made from recycled coconut shells. But Litchfield’s goal is greater than simply developing sustainable performance gear. “We’re not about creating product, we’re about creating change.”

That change translates into not only making use of trash, but working with respected US-based textile facilities like United Knitting, one of two approved Cocona fabric developers, instead of going elsewhere. “We’re trying as much as we can to keep everything in North America,” says Litchfield. Beyond production, Atayne also takes part in local communities, organizing volunteers for events to pick up waste and sort recycling, proving the company’s all-around responsible philosophy.

Another manifestation of the change that Atayne believes in is printing its performance shirts with Point of View (POV) statements,” like “Reduce. Reuse. Recycle. Run” and “Run Hard. Tread Lightly.” Instead of going for a traditional branding scheme by printing a huge “Atayne” across the front of the shirts, Litchfield believes that POV statements are more powerful. “It helps to change behavior, even if it’s running past someone about to throw away a plastic bottle and maybe they take it home to recycle it instead.”

Come this summer, Atayne will launch a take back program to recycle old Atayne gear and turn it into something else, breathing new life into our eco-conscience. “I think sometimes environmentalism can be too doom and gloom… let’s take something like trash which is [seen as] negative and turn it into something positive and cool.”

[Photo: Bryon Powell of IRunFar.com]