Tentree Unveils Earth Day Campaign

TORONTO — There’s no telling when a good idea will strike. Just ask Tentree cofounders Kalen Emsley and David Luba, who stumbled upon a retail business brainwave that would change their lives — and the environment — while hiking and surfing in Hawaii in 2011. “We were having one of the most positive weeks of our lives in Hawaii. But, in the news, we were seeing lots of negative things about the environment and climate change,” said Luba, Tentree’s vice president of sales. The friends noted that many of their fellow travelers were embracing socially responsible clothing companies like Toms, a brand that built a strong following by giving away shoes to needy children. “Lululemon was also trying to do pants made with seaweed at that time,” said vice president of content Emsley, who had spent his high school years running a tree-planting company with his brother, Derrick. After mulling over these events during a morning hike, the Regina, Saskatchewan, natives hatched the idea of creating an environment-conserving clothing brand that would plant 10 trees for every purchase made in endangered forests around the world. The rookie retailers also promised that if they returned home and made a sustainable tank top that would sell,

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