Green Scene: Prana sharing "the power" with dealers

Thirteen years ago when Prana started doing business, its first T-shirt design was a simple windmill proclaiming "natural power." Today, it's putting actual windmills to work for its retailers by providing renewable wind energy to 250 of them across the country starting this fall, with the goal of bringing all its dealers (approximately 1,000) onboard.

Thirteen years ago when Prana started doing business, its first T-shirt design was a simple windmill proclaiming "natural power." Today, it's putting actual windmills to work for its retailers by providing renewable wind energy to 250 of them across the country starting this fall, with the goal of bringing all its dealers (approximately 1,000) onboard.

The Prana Natural Power Initiative is the company's effort to being "part of the solution" to reduce the electricity production that causes greenhouse gas emissions, it said. The program will offset energy with the purchase of Green-e certified tradable renewable energy certificates, supplied by 3 Phases Energy Services (, a Green-e certified wind-power provider. Prana is committing to buying 6 million kilowatt-hours of renewable energy in the form of wind power.  

"Investing in wind as a natural source of power is a perfect fit for us," said Beaver Theodosakis, founder and owner of Prana, a name which means breath and energy. "This is one of the most effective ways to begin the conversation with our customers directly about the things that matter the most.

"We've had so many people talk to us about contributing to so many different causes, all very, very important, like 1-percent For the Planet for example, but I wanted to drive one issue home and put our resources and focus into making a positive and meaningful impact in one, vital direction, and wind energy seemed so appropriate," added Theodosakis.

Prana will be providing participating stores with a certificate that states what effect each store's switch to wind power has on the environment, as well as a 4-inch by 6-inch sticker that can go on the front window or entrance noting that 100 percent of that store's electricity will be offset by a natural and renewable source.

In addition to the retailer program, Prana began offsetting 100 percent of the electrical energy use of its Vista, Calif., headquarters and the homes of all of its full-time employees in October. Theodosakis told SNEWS® that Prana's financial commitment to promoting wind power this year is running just under $50,000, a number he expects to be higher.

"Our first goal was to get our retailers ramped up and our headquarters and employee homes on the program," said Theodosakis. "By the end of 2006, our goal is to have all of our domestic production (currently, 70 percent of Prana's product line is made domestically) of garments offset with wind power."

The company will also be adding a section to its website in the coming months that promotes the wind-power initiative and provides resources to make it easy for consumers and others to decide to convert to wind power. There will even be an energy calculator that will allow anyone to enter figures from a current electric bill and see how much more per month wind-powered energy will cost, and what that conversion will do to benefit the environment.

On average, SNEWS® has learned that choosing green power to offset energy use can increase an energy bill anywhere from 2 percent to 20 percent, depending on volume -- corporate energy conversion is typically lower, while residential typically higher. The national average of increased premiums for green energy is 2.6 cents per kilowatt-hour.

The minimal cost increases are more than offset by the resulting benefits to the environment, though. Prana estimates that its wind-power initiative this year alone will prevent the release of 3.6 million pounds of carbon dioxide, with the impact equivalent to planting nearly 1,000 acres of trees or removing 640 average passenger vehicles from U.S. roadways each year.

To learn more, visit

The SNEWS® California-based headquarters converted to solar power in 2004 and currently feeds electricity back to the grid. SNEWS® is committed to further the communication of the green message. Our regular "Green Scene" column takes a look at what our industry is doing well, what it can do better, and provide inspiration and ideas for establishing our industry position as the leaders in green for both preservation and profit. If you have ideas or issues you would like to see us discuss, send an email to:


Green Scene: Prana named as a top 10 green power retail partner by EPA

The SNEWS® green hats are being tossed in the air in honor of Prana making the top 10 list of retail power partners recently published by the EPA. According to the EPA, a company's participation in the EPA's Green Power Partnership is proof that the company is an environmental more

prAna Receives 2006 Green Power Leadership Award

(Vista, CA) – prAna is proud to announce the receipt of a 2006 Green Power Leadership award from the U.S Environmental Protection Agency (EPA) and the U.S Department of Energy (DOE) for its exceptional dedication to natural power initiatives and stewardship. The annual awards more

Green Scene: Timberland plans solar power system at SoCal distribution center

Further affirming its commitment to renewable energy, Timberland has chosen Northern Power Systems, a subsidiary of Distributed Energy Systems Corp., to design, engineer and construct a 400 kW solar power system at its 429,000-square-foot Ontario distribution center in Southern more

Prana acquired by Liz Claiborne

Making public an acquisition that SNEWS® had been quietly bird-dogging since Outdoor Retailer Summer Market, Prana announced late in the afternoon on Nov. 3 that it had been acquired by Liz Claiborne. The purchase price was approximately $34.4 million, with an initial payment more

Green Scene: Half-Moon Outfitters is grabbing for green during renovation

Half-Moon Outfitters, a North Charleston, S.C.-based outdoor specialty retailer with five stores and a growing Internet business, has acquired a building that will become the company's new office and distribution center. While that kind of news is, well, less than thrilling to more

Green Scene: REI putting its broad shoulders behind green commitment

When REI announced via a press release in late March that the company was committing to the purchase of wind, landfill gas and solar generated electricity, the company was simply announcing the continued steps in a journey it began several years ago -- a journey REI CEO Sally more

Green Scene peeks at Outdoor Retailer Summer Market trends

The SNEWS® team of editors powered by caffeine, chocolate and beer (not necessarily in that order), ducked and weaved around the trade show floor over the course of Outdoor Retailer Summer Market to ensure we could bring you the most comprehensive take on trends, directions, more

Green Scene: Black Diamond to install solar panels on retail store

Black Diamond Equipment is collaborating with Solar Energy International (SEI), a nonprofit organization that provides training programs in renewable energy, to have it's students install solar panels on Black Diamond's Salt Lake City, Utah-based retail store. As part of a more

Green Scene: Outdoor Retailer's parent looking to expand Green Steps model companywide

As part of the recently launched Green Steps program -- designed to raise awareness on sustainability and the environment -- Outdoor Retailer powered January's Winter Market trade show with wind energy and is now sharing that information with its parent company, VNU Expositions. more