Cradle to Cradle: 4 success stories, from countertops to fabrics

"Imagine profitable businesses, like flourishing trees, being good for everyone and everything." These are the words of Wendy Schmidt, founding board chair of theCradle to Cradle (C2C) Products Innovation Institute. Here, we seek to guide industries in transitioning their products and manufacturing to participate and profit in a new industrial revolution.

The institute connects ourtrained consulting organizations with companies that are committed to innovate, aspiring to create a business model that is positive for the planet, people and bottom line. C2C then certifies these products at one of five award levels Basic, Bronze, Silver, Gold or Platinum depending on how well the product addresses material health, material reuse, renewable energy use, water stewardship and social fairness.

Last year, we collected Cradle to Cradle product innovation stories (PDF) from companies that have C2C-certified products. We were inspired by what we heard, and have shared some of their stories below.

1.Designtex: A fabric that helps strawberries grow, with production methods that clean water

There is more concern lately about fashion and its impact on human health, the environment and workers. Susan Lyons of the New York-based design firm Designtex was ahead of the curve. In 1993, she decided to develop a collection of ecological fabrics. At that time, no one knew exactly what a "green" fabric should be.

A partnership then emerged among Designtex; William McDonough and his colleague, Michael Braungart; and the Swiss textile mill Rohner to develop upholstery with remnants that would not be considered hazardous waste. Braungart analyzed more than 8,000 chemical formulations commonly used in textile production, then selected a mere 38 that he deemed safe for human and environmental health.

These were the dyes and process chemicals allowed to be used in the production of Climatex upholstery. According to Designtex, optimizing this chemistry changed the mill's water release, which became cleaner than the incoming water. By producing new fabrics designed to decompose safely, the mill saved scraps and turned them into felt, avoiding costly disposal fees. Local strawberry farmers used this felt as ground cover for their crops. Designtex has expanded its Climatex offering to some 20 styles and Climatex was awarded Gold level C2C certification.

2. gDiapers: A compostable diaper meant to benefit babies and the planet

According to gDiapers, other "eco" diapers have compostable parts or use natural dyes, but still contain polypropylene or polyethylene plastic. These plastics persist in the environment long after disposal, with no ability to break down and rejoin the ecological cycle.

"Plastics in diapers also impact babies' health, limiting breathability and causing diaper rash," says gDiapers marketing literature, noting its aim to become the first truly eco, plastic-free, disposable diaper product. The company says it took eight years in business and "some honest reckoning" to affirm its goal of eliminating plastics from its diaper inserts.

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Cradle to Cradle: 4 success stories, from countertops to fabrics