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Putting the planet first

Just Mystic Editorial

Putting the planet first


Putting the planet first


1 min read

On Friday, October 22, Just Mystic signed its membership agreement with 1% for the Planet

1% for the Planet, founded in 2002 by Patagonia creator, Ivon Choinard, has the mission to “bring dollars and doers together to accelerate smart environmental giving.” 

Since reading Let My People Go Surfing in 2015, also by Choinard, and learning about this pioneering organization and its mission, it has been a dream to give to 1% for the Planet. Now we’re enabling this mission by choosing to give our resources to regenerative ocean initiatives. Specifically, we’re giving our resources to GreenWave, which was founded in 2016 by Bren Smith. While Bren is the executive director of GreenWave, he owns Thimble Island Ocean Farm, which pioneered the development of regenerative ocean farming. Additionally, Bren is “A lifelong commercial fisherman and was named one of Rolling Stone magazine’s “25 People Shaping the Future” and featured in TIME magazine’s “Best Inventions of 2017”. Bren is the winner of the Buckminster Fuller Prize and has been profiled by 60 Minutes, CNN, The New Yorker, Wall Street Journal, National Geographic, and elsewhere. He is an Ashoka, Castanea, and Echoing Green Climate Fellow and James Beard Award-winning author of Eat Like a Fish: My Adventures Farming the Ocean to Fight Climate Change.” (Source: GreenWave)

GreenWave’s mission is to train a new generation of restorative ocean farmers and build the foundation for a new blue-green ocean economy that creates jobs, mitigates climate change and grows healthy food for local communities. And right here in our own backyard, in Stonington, we have pioneering ocean farms, such as Stonington Kelp Co., which were spawned by GreenWave. 

Again, with tremendous enthusiasm, we support GreenWave's mission, and the takeaway is that Just Mystic, while being an apparel brand that requires the consumption of materials, can and will take steps to do what’s right for the world, what’s right for our environment and collective health. We will choose fabrics and packaging with recycled materials. We will seek transparency in our supply chain. And perhaps most significantly, we will give resources to the organizations that are directly creating a greener future. To be more precise, we will give 1% of our annual sales to GreenWave. That is our 1% for the Planet commitment. Certainly no less and hopefully much more. 

We love our Mystic apparel, our hoodies, sweatshirts, and tees. But we love our planet more, and without it, there would be no coast, no Just Mystic, and no apparel to love. 

Planet, then people, then profits. Those are the three Ps, in that order. For us, anyway. 

Follow @justmysticshop to see our progress toward preservation, and read about our purpose and values in another post, More than Mystic apparel, a path to our purpose.  


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By Robert Nelson

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