Doug had a career in private banking but wasn’t satisfied with the challenge of shuffling and managing the funds of wealthy clients. With a passion for environmental awareness, he sought to make a difference. In addition to becoming a member of the Natural Resources Defense Council (www.NRDC.org), he also bequested to have his eventual estate left to this organization so that they could continue the legendary work they are immersed in – nothing other than saving the planet from profit-driven corporations & governments that worship at the altar of economic growth without regard to ecological impact.
Doug believes that consumption is fine – as long as it’s done in a sustainable manner that is fair to the planet. His current pursuit: to make the clothing industry accountable for its fabric choices and construction processes. He knows the more successful 4-rth becomes, the more influence it will yield. Additionally, he drives a hybrid vehicle and is adamant about hyper-miling (soft starts and slower speeds), consuming less energy, recycling, and constantly coaching his friends about their own habits and the resulting impact!
4-rth has a simple mission: to combine the most comfortable and durable eco-friendly fabrics with unique design for superior fit and style. Strategically forward-focused in its thinking, 4-rth intends to become a full-fledged “lifestyle” brand that will bring an innovative selection of yoga clothing (and select items) added for their ability to continuously round out the line and bring value to the end user – 4-rth’s loyal clientele – who understand, appreciate, and live a sustainable lifestyle. Proudly made in Los Angeles, California. 100% American-made!
Emerging mainstream stars and governments around the world have brought about a continuously growing awareness for organic food, renewable energy, sustainable farming, and eco-friendly products.
Unlike cotton, ProModal has a cellulosic structure and is the combination of Modal and Tencel (from the Birch & Eucalyptus Trees respectively), which wicks 50% more moisture than cotton providing excellent moisture transportation, outstanding regulation of the body climate and exceptional skin friendliness. ProModal also has natural stretch properties and is incredible for athletic & sports activities like Yoga & Pilates.
Farmers use over 10 billion pounds of pesticides per year that are 10 to 100 times more potent than formulations of 20 yrs ago. California alone uses over 200 million pounds annually. The World Health Organization estimates as many as 20,000 deaths and 3 million chronic health problems are caused by poisoning related to agricultural pesticides globally each year. Conventional farming of cotton uses more chemicals per acre than any other crop & the run off enters the water table we all share. Conventional clothing is killing our habitat: the textile industry is the 2nd most polluting on Earth, after petro. One commercial cotton t-shirt requires 2 pounds of toxic pesticides applied to the ground. Cotton represents 5% of the world's farm land yet 25% of its pesticide use. The best way to avoid having our clothing contribute to this ecological devastation is to choose clothes that encourage farmers to transfer more acreage every year to organic/sustainable methods and crops.