Where Do We Begin?
For the longest long time, I felt like talk was cheap.
I spent years around both industry and consumers, and the more I paid attention, the clearer it became that most decisions weren’t being driven by environmental impact, they were being driven by money, marketing, and momentum. Sustainability was talked about often, but rarely examined, tested, or held accountable.
That disconnect bothered me.
When I was younger, I couldn’t just walk into a shop and buy whatever I wanted. Because of that, I learned early that there was real value and even joy with reuse. You didn’t need the newest gear to do what you loved. You just needed something that worked so you could skate, snowboard, and be outside. That was enough.
At our local skateshop they used to keep a pile of used deck under the counter, boards riders would leave behind once they got a fresh one. Some were chipped on the nose, some razor-tailed, some chipped literally on both ends. You were lucky if the grip tape hadn’t half torn off. But to me, that pile was magic. Every time I walked in there was a chance I’d walk out with a “new” deck.
One day, that chance turned into something I’ll never forget. Andy, the shop owner, had set aside a near-perfect camo A-Team deck just for me. He knew it was the best board I’d likely ever get my hands on. When I came into the shop that day, he lit up. He handed it to me like it mattered, because it did. I skated that thing until it was absolutely destroyed. Looking back now, I realize the joy he got from giving me that deck was probably equal to what I felt receiving it.
The Seed Was Planted.
As I got older, that mindset followed me. If I bought something new, I donated what it replaced or passed it on to someone who needed it more. Reuse became second nature. But at some point, I started to feel like something was missing. Reuse is important but what about the front end of the equation? What about what we’re supporting when we buy brand new in the first place?
That question really started to take shape around 2013 where I became more conscious of the brands I supported, the claims they made, and the actual impact behind their marketing. What I found shocked me. Environmental considerations were rarely the driving factor. Instead, price, graphics, colorways, hype, and reach dominated decision-making. The environment, the very thing that makes outdoor recreation possible was often an afterthought. That realization hit hard.
So I Thought… What Can I Do About This?
I could do my part by reusing and recycling, but what about the bigger picture? Outdoor recreation doesn’t happen in a vacuum. All the boards, jackets, boots, waxes, gear, coatings, accessories that we use interact with our landscapes and our watersheds. Many industries: outdoor gear included are saturated with PFAS, microplastics, chemical pollutants, bisphenols, and “forever chemicals”. While there’s growing pressure to move away from these substances, there’s very little independent work being done to verify claims, test accountability, or clearly inform consumers.
At first, I thought the problem was limited to a few bad actors. Over time, it became clear that something else was happening, many of the brands doing the best work weren’t getting the visibility or support they deserved. All the while, brands with the biggest budgets and loudest marketing dominated the conversation.
That’s whack.
If brands became recognized and consumers bought into them because of their sustainability, transparency, and environmental responsibility, the impact would be massively beneficial to our future.
That’s where Nurture Our Wilderness comes in.
The New Vision
NOW exists to help change that balance. Through research, testing, consumer education, and collaboration, we work to reduce the flow of harmful substances into waterways and ecosystems. Our NOW Conscious List highlights and works alongside brands that are genuinely pushing accountability forward, not just talking about it. We aim to give consumers the knowledge, tools, and access they need to make informed choices, while also recognizing and supporting companies that are setting the bar higher. This isn’t about perfection. It’s about progress, honesty, and momentum.
NOW started because reuse taught me value, industry taught me reality, and the outdoors taught me what’s worth protecting. The goal is super simple, help people make better choices, help good brands get the recognition they deserve, and protect the places we all rely on to play, explore, and breathe.
Help us Nurture our Wilderness!
