A New Day For Planet Earth

mike lewis

• June 11 2009
• 1,854 views
• 9 comments

In March 2008 parent company Jarden announced that Planet Earth, the company founded by skateboard legend Chris Miller, was being moved from Carlsbad to Seattle to hang out under the K2 Sports umbrella. After taking a year hiatus, the brand is back with a new line, look, and story. We caught up with the newly appointed Global Vice President of Marketing Scott Mavis, who is overseeing the re-launch, to get the scoop.

Scott Mavis

What’s been going on with Planet Earth?

It was a decision with our parent company Jarden to move the company to Seattle. Some of the challenges that [Planet Earth] had in the past were mostly on the backend - sourcing, delivery, and fulfillment. [Jarden] felt we had the infrastructure here to better support that.

Is any of the original Planet Earth team still working there?

It’s all new. We’re certainly trying to take the cues that Chris Miller and the entire crew down at Earth Products had, and use those to take it forward.

At the end of the day, what we’re trying to do is make Planet Earth an entirely eco sensitive collection. They came out with their Green Label in I think 2006 that was a smaller part of the line. Our goal is to really make 100 percent of the line green with the launch of our new Spring/Summer collection 2010.

That’s going to launch at Agenda right?

Yes, that will be top to bottom eco-sensitive stuff.

What all is going to be included in the line?

It will include everything from organic T-shirts to organic cotton wovens, and organic cotton knits. There are lifestyle shorts that are all organic cotton and recycled,  and recycled boardshorts. The plan is to keep it a three-season line. We will follow up with a Fall collection, where we’re hoping to incorporate some denims, and the traditional winter program with the outerwear.

‘09/10 Rossmans Jacket - $300

How will you be incorporating your environmental friendly goals into outerwear?

We’re looking at developing a closed loop recycling component. Basically every aspect of the jacket and pant would be recyclable.

So you could just throw it in with a mixed stream recycling at your house?

Right now, the only place to recycle performance apparel is through a single plant in Japan. As demand for recycled and recyclable apparel grows due to the efforts of brands like Planet Earth we’re confident that regional apparel recycling centers will be developed. Even though environmentally sensitive apparel designs have been getting attention for a few years now, we’re just getting started with manufacturing improvements that can be implemented throughout the industry. Consumers are asking for it and we’re going to lead in this area.

The Station Plaid Jacket - $300
You guys missed last winter with the transition right?

We took a year off, circled the wagons, redeveloped the idea of the Green Label program and expanded it for the Fall 2009 line that we launched at this year’s SIA in Vegas.

We knew with taking a year off that it would be hard for us to get back into the hearts and minds of retailers. If they were previously a Planet Earth retailer, they had devoted those dollars to someone else in that year off. It’s a matter of getting back in there, retrenching, with a tighter, more-concise line, and then really proving to them what we can do it from not only a product standpoint but a promotional standpoint as well.

If you were having a conversation with a retailer, why would you tell them they should get Planet Earth back on the shelves?

We want them to think of us when they think of an eco-sensitive line. It’s not to say that we’re attempting to go head to head with a Volcom, Quiksilver, or Billabong, but there really is a reason and an authenticity that goes along with Planet Earth with a completely eco-sensitive nature.

What will you be doing to back it up promotionally?

That’s still to be determined. [Planet Earth Brand Director] Jason [Levinthal] and I are working hard on how that will play out, not only from a team and athlete standpoint, but how we’re going to approach it from print and television.

Why did you decide to ramp it up back now?

There was a lot of change that took place at Earth Products and it took us a while to get a team in place here that could take the program from where it was and really move forward. We’ve had to source all new factories and suppliers, and that took some time.

What else have you done to fix the problems you said they were having on the backend?

We’re developing new relationships with factories and suppliers and putting in place all the processes that K2 Sports is really good at. We’re ensuring that we have our timelines in order, that we’re being realistic with the product line itself. I think part of the past problem was that the product line was so broad that they were having problems with minimums and all the issues of that breadth of line.

So who will be heading up the efforts over there?

I’ll be working with Jason Levinthal and he’ll be reporting to me. Krak Arnston is the general merchandise manager for our apparel program. There’s also a category manager named Paula Watson, she’s really more involved in the specific day-to-day operations of developing the line.

Branch Jacket - $200
How would you describe the new lines’ look and feel?

It’s certainly action sports oriented, but with a little bit more of a green aspect to it - earthy hues and really comfortable apparel. They aren’t super flashy, and have more of a mature action sports feel, more early 20’s - somebody that has grown up with action sports but has refined their look.

What about price points?

We’re actually getting a little bit keener. There’s a certain amount of eco-sensitive product out there that is generally at a premium. Our entire goal is to develop the product so that we can be on par with more of a conventional  product.

Will you be testing new technologies for K2 as a whole through Planet Earth?

Yeah, I think that’s safe to say. As we develop the apparel department, what we learn from Planet Earth will certainly be used to assist with our other programs.

Have you given thought to team riders?

We’re still trying to dial that in. We certainly want to develop it, but we’re probably going to be looking more towards your everyday hero type riders as opposed to the super top pros. The entire goal here is to make Planet Earth a little bit more achievable for people from an image standpoint.

How about distribution?

Certainly within our action sports component - snow, surf, skate, those type retailers. I think there are some eventual plans that as things grow we may have an opportunity to start looking at other forms of distribution, whether it’s a Nordstroms or something like that. We’re taking it one step at a time and that’s certainly several years off.

Are you using the same rep force that you do for K2 or Ride?

It’s being handled by a mix of reps, mostly from our own brands, but we are using others as well.

How has the response been?

The response has been good. The economy has certainly put a damper on our goals, but at the end of the day the Planet Earth brand continues to resonate with a lot of people. It’s just a matter of taking one step at a time over the next couple years.