The ‘NOW conscious list’ is a recognition and transparency initiative created to highlight outdoor brands, shops, and partners committed to reducing PFAS, microplastics, bisphenols, and harmful textile coatings in their products and operations. It is not a certification — it is a commitment to honesty, safer chemistry, and continuous improvement for the health of outdoor environments and the people who depend on them.
• Outdoor brands, manufacturing companies, apparel companies, or any outdoor equipment retailer.
• Retail shops committed to PFAS-free choices and safer product recommendations
• Ski resorts and tuning departments adopting PFAS-free practices
• Ambassadors or athletes committed to cleaner-gear advocacy
• Any organizations participating in NOW campaigns or education programs
The ‘NOW Conscious List’ is based on realistic, achievable criteria that acknowledge the challenges of transitioning away from legacy materials. We recognize progress, not perfection, and evaluate participants based on honesty, responsibility, and willingness to evolve.
• Commitments to move away from use of fluorinated ski waxes in any consumer-facing setting
• Effort to remove PFAS-based DWR coatings where and when alternatives exist
• Public transparency about materials, coatings, and treatments
• Willingness to feature PFAS-free product lines and alternatives
• Participation/recognition in NOW educational or outreach initiative
