Consumers around the world are becoming more aware and outspoken about the impact the products they purchase have on the environment. This episode, part of a series entitled Ethical Textiles:Sustainability and Fair Trade, examines the United Kingdom based surf wear company, Finisterre, and their efforts to become ethically and environmentally responsible. The first step in this re-branding is the selection of raw materials. The selection of environmentally friendly raw materials leads to lessening the environmental impact of the products a company produces. In their search for eco-friendly materials Finisterre found an alternative natural material, super fine wool initially found only in New Zealand and Australia. Recently a type of sheep in the UK has been found to produce the same fine quality wool and Finisterre can now purchase material in-country. Other fibers used by Finisterre include organic cottons and recycled materials. When Tom Pdokolinski, Finisterre's design director, finds a fiber he likes he strives to find the most eco-friendly form of that fiber. Their organic cotton contains no pesticides or genetically modified seed. The evaluation for their recycled material includes factors and properties such as natural or man made, how materials are transported, biodegradability, and anti-microbial properties. Once material is selected the dyeing, finishing, and packaging are also examined for carbon footprint and its impact on the surrounding environment.In addition, Finisterre's focus on eco-design leads them to be at the forefront of design improvements, design durability, and the ability to repair garments, thus reducing the environmental impact of their products.