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Thursday, December 2, 2010

Etnies and Pierre Andre Senizergues: Green is the way to go!

Pierre Andre Senizergues, the boss of Etnies has been green for a very long time now. When he noticed that companies were discarding skateboard blanks, he decided to refurbish them into a line of tables, chairs and bookcases in a rather art-deco-style slash skate-oriented line of home furnishings called “Skate Study House”.
Etnies, Emerica, eS, Pierre Andre Senizergues going green
Pierre Andre Senizergues in the early 90's. He won a dozen French skating championships, nine European Cup
titles, five European championships and two World Cup events. Photo: coutesy of PAS private collection
He supports every year a Halloween party that he calls HalloGreen and asks everybody to come with a recycled costume. He was portrayed in a skateboard movie called Greend and has been a part of raising awareness about the environment through film with his work on Leonardo Di Caprio’s eco-documentary, “The 11th Hour”. When the movie was premiered at the Cannes Film Festival in May 2007, that sparked PAS' most recent project: C-PAS (short for “Collection Pierre Andre Senizergues”), a high-end line of men's tuxedos, dress shirts, outerwear and suits made from recycled materials.

Etnies, Emerica, eS, Pierre Andre Senizergues going green
PAS in his private skate museum in Newport Beach.
The board in the right with the green stripes was
PAS' Sims' first signature board, with his
own-made design. Photo X. Lannes
Pierre Andre Senizergues actually begun making Sole Technology (the parent company of Etnies, eS, Emerica, ThirtyTwo and Altamont Apparel...) greener a long time ago. He recalls that it was in 1999, when his business started shifting from survival mode to steady growth. He had then visited the coal-powered factory in China where his shoes were made and noticed that "the sky was so gray all the time" , "In France and in California, it's gray sometimes, but then it will clear and be blue. When I asked why it was so gray they told me: 'Pollution.' "

So, in 2002, he broke ground on a most acclaimed 74,610-square-foot, 4-acre research and design building that took advantage of eco-sensitive materials such as recycled limestone and reclaimed wood shavings. The 616 solar panels on the roof generate 275,000 kilowatt-hours of electricity (enough to power 60 homes) and eliminate 97 tons of carbon dioxide annually. In 2007, he hired an environmental affairs manager; and was the first action-sports label to do so. In 2008, he began to shift production to a site in China that uses hydroelectric power; a move that ultimately will reduce the carbon output of the company's factories by 20%. And he eventually wants to make Etnies carbon-neutral by 2020.

His most recent venture toward making the world greener is through “Leaders Of Environmental Action Films”, or L.E.A.F., an organization that encourages teenagers to find creative ways to enact change locally and globally when it comes to protecting the environment, where he joined Volcom. The company kicked off last year the first-ever contest where OC students were challenged to create an original 30-to-60 second “E-commercial” focused on raising awareness about key environmental issues.

Transworld Business met with PAS and Derek Sabori from Volvom and asked them about the future of green technology. Click here to read the full story.

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posted by Xavier Lannes @ Thursday, December 02, 2010 


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