Conscious Choice

Our symbol to enable you to shop consciously


For over 30 years we have known how to make clothes that keep us dry, warm and comfortable. Our mission is to develop technical clothes for tomorrow, by finding new materials and solutions that are sustainable both to us users and the planet. To make it easier for you to make a conscious choice when shopping Tierra products we have introduced the Conscious Choice symbol.

We add the symbol to products that we are extra proud of from a sustainability point of view, and we constantly raise the standard for what qualifies to be a Conscious Choice. At the moment we place the Conscious Choice symbol on garments that are made of:

– Recycled polyester
– Bio-based synthetics
Bluesign® approved fabrics
– Alternatives to conventional cotton, e.g. organic cotton, TENCEL™ Lyocell and hemp
– Are locally produced (Scandinavia and Baltics)
– Has fluorocarbon free DWR (Durable Water Repellent)
– Reduce the environmental footprint during the use

To qualify for the Conscious Choice symbol a product needs to meet at least two of the above criteria.

›› All Conscious Choice products 

Always at Tierra

There are also conscious choices that are a matter of course to us and that doesn’t automatically make a product a Conscious Choice:

– Mulesing free wool
– PFOA and PFOS free DWR
– We don’t use biocides
– Anti-mosquito repellants (Permethrin)

More Reading
Sustainability within our group Fenix Outdoor
The Fenix Way – our Code of Conduct