Patagonia's Web site traces the environmental impact of its clothing

Patagonia has remained passionate about the environment throughout the thirty-eight years they've been creating outdoor apparel. Last month that passion meant giving a facelift to The Footprint Chronicles, their interactive and educational Web site about product manufacturing and the environment.

Originally launched as a consumer-focused mini-site in March of last year, The Footprint Chronicles was immediately heralded by the media for the unprecedented level of transparency it offered consumers. Updated last month, today's site is more revealing still. With film clips, fact lists and photographs, it traces the step-by-step journeys taken by seventeen pieces of Patagonia gear from source to sale, tallying the environmental impact made -- including distance traveled, waste generated and energy consumed -- along the way.

The Footprint Chronicles also lists the "Good" and "Bad" of product manufacturing for each item -- touting modern successes and exposing moral dilemmas and logistical hoops. The information-rich site encourages an awareness of and discussion about manufacturing and the environment; consumers can now "Join the Discussion" and post thoughts or questions on Patagonia's blog, The Cleanest Line.

Nicole Mamola, who manages Downtown's Patagonia store on First Avenue, has been with Patagonia for ten years and thinks the Footprint Chronicles "is the most powerful, simple, interactive thing Patagonia has done to educate clients about business practices." Since the 22-year old storefront has a loyal clientele, Mamola knows from personal experience that the site is a spot-on tool for her interested, educated, conscientious customers. "Seattle's mindset and politics can relate to the message behind The Footprint Chronicles," she explains.

This fall the Downtown store will carry three jackets that customers can research on The Footprint Chronicles. New this year, the Nano Puff ($150) is a highly packable, alpine-to-city jacket. It's also completely recyclable and made in a factory with fair labor practices. The Down Sweater ($200, or $250 with a hood) is a lightweight, figure-flattering down jacket that's perfect for layering (and a big hit with the store's staff). Unfortunately, it's not yet fully recyclable. The Rain Shadow jacket ($150) is the most affordable waterproof shell Patagonia makes; the company works with partner Toray Industries to lessen the environmental effects of solvents created during jacket manufacturing. However, the garment does require toxic polyurethane technology in its construction.

With product facts such as these, The Footprint Chronicles gives Seattle shoppers a breadth and depth to consider when making purchasing decisions, and can empower them to weigh the facts and decide what they want to help sustain.

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