Where It All Began

“I’m just writing a story that I want to read.”

-Jean M. Auel

I find it very interesting how one seemingly meaningless experience can have such a significant impact on a person’s life. My experience with a shirt that cost $19.99 was the event that prompted me to write the story that I want to read.

In the summer of 2007, I bought a few pieces of new performance apparel as part of my preparation for the fall marathon season. One of the things I bought was this red shirt. The Original Red ShirtIt was nothing fancy, just a simple COOLMAX® shirt. It was actually the COOLMAX® Extreme Fabric, which according to their website would give me “Cool Comfort for Extreme Performance.” The product hangtag told me the shirt would reduce skin temperature and dry faster (3 minutes faster) than the competition. There was no doubt in my mind that this shirt was just what I needed to run a Boston qualifying time in my next marathon.

The first time I used the shirt for a workout, it was a typical Washington, DC summer morning – hot and humid. Within a few minutes of starting my run, I had begun to sweat heavily, and I soon noticed that red dye from the shirt was starting to trickle down my legs. By the time I was done with my workout, the trickle had turned into more of a gusher, and my legs were now covered in red dye. Adding insult to injury, my shorts were stained, my socks were stained, and my shoes were stained.

The experience left me with an uneasy feeling: what nasty chemicals were being absorbed into my body as I was trying to make myself healthier by running? I decided I would research what performance apparel really is, and I found out some remarkable things.

While I thought I had just bought a red performance shirt, I also got:What I Really Got

  • About one-tenth of a gallon of petroleum
  • Antimony
  • Dioxins
  • Heavy Metals
  • Azo Dyes
  • An unpronounceable chemical finish

Not only are the above environmental pollutants, they are known carcinogens. These carcinogenic substances are what I put on my body every morning when I workout in hopes of preventing things like cancer.

On top of that, of the $6 billion worth of performance apparel that is sold in the US each year, 85% of that will end up in a landfill where it will sit for thousands of years. If enough light reaches it, it will photo-degrade into its harmful chemical compounds that will leach into the water stream. Or the apparel might be incinerated. In that case its harmful chemicals and pollutants would be released directly into the air. Why die a slow death, right?

Instead of running, why don’t I just sit on my couch, eat a Big Mac, smoke a pack of cigarettes, and throw some more toxic waste in the Potomac River? It seemed like either path was going to result in the same ending.

You can look at this as a problem or an opportunity for change. I could continue to be frustrated with how the apparel industry’s status quo sacrifices the safety of their customers, workers, and the planet to make products. Or I could write a new story for the industry. The red shirt has become the first chapter in this story. I am not quite sure where this story will go, but I can be certain of one thing – Atayne will never make a red shirt.

{ 2 trackbacks }

What’s Your Red Shirt « The Story of a Red Shirt
March 25, 2009 at 4:10 pm
A Few Updates on Atayne — Atayne's Red Shirt Blog
November 4, 2010 at 2:48 pm

{ 8 comments… read them below or add one }

Omar July 17, 2008 at 2:43 pm

Hey there, I am a friend of Dinah and she suggested I read your blog, which I did. I read a few of your entries. As a marketer, I think that that the above story will be the most impactful in getting people to buy your brand. The story, which truly happened to you, tells it like it is and without fluff… Best of luck to you. I think you’re on to something HUGE!

Jeremy Litchfield July 17, 2008 at 2:48 pm

Thanks Omar! I agree, people really connect with this story.

chantz bear October 5, 2008 at 5:47 pm

These shirts are the best. you came up with a really good idea and thank you very much=)

Jeremy Litchfield October 6, 2008 at 2:47 pm

Thanks, Chantz. It was great to meet you this weekend and thanks so much for your help!

bigRahn April 19, 2009 at 6:09 pm

Best of luck with your company!

I had a similar experience with red swim trunks when I was a kid in summer camp. Dye everywhere, and dying of embarrassment. I think I still have the emotional scars.

I almost can’t wait until I need a new shirt, just so I can look at yours.

Jeremy Litchfield April 20, 2009 at 12:35 pm

Thanks bigRahn. Love your blog!

Gabriela February 23, 2012 at 9:11 pm

I would love to buy Yoga clothes to practice Bikram Yoga. As you may know it is Hot Yoga and you sweat a lot.
I would like to sell in Mexico if possible. Please let me know when you have product ready.

Jeremy February 24, 2012 at 8:16 am

Hi Gabriela, Unfortunately we do not make yoga clothes. We focus primarily on running, cycling, hiking and cross country skiing. Thanks for your interest in Atayne.

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