The young founders of an Eco Surfwear Brand are calling on unemployed Surfers who want to work in the industry to take advantage of the opportunities the recession has left – two years ago they were beach bums – now they own their own award winning Company and employ 12 people.

Bembridge, Isle of Wight -- (SBWIRE) -- 09/03/2010 -- Eco Surfwear brand Rapanui was started by surfing brothers Mart and Rob Drake-Knight, inspired by a real passion for surfing and the environment, they decided to make a water sports brand with an eco twist.

Through surfing they could see the changes to the marine ecosystem and the effect of climate change on their environment, mainly at their local beach, even becoming ill from water polluted by field run-off.

The business was started on a minuscule budget of just £200 back in 2008, in those two short years the brand has scooped countless awards for their commitment to sustainability. They use organic, natural fabrics, free from artificial fertilisers and pesticides in wind powered, Fairwear Foundation audited factories; this ensures every worker throughout the supply chain gets a fair wage and clean, safe working environment. Customers can find out exactly where and how their clothing is made using interactive maps. Mart explains why:

"If we can inform and educate people as to where clothing comes from and how it is made they can make informed decisions as shoppers. As a brand, if we can mix eco with trend and inspire people to think about the environment in wider lifestyle choices, we will have done our job".

"It's not that people don't care about our marine ecosystems, pollution or climate change, it's just they don't know. At Rapanui we make it easier for people to see where their clothing comes from and how it is made, so they can then make informed choices." says co-founder Rob.

"It would be great to see other young people getting involved with environmental issues in such a creative and entrepreneurial way." Martin Drake-Knight, co-founder of Rapanui continues "we hope that our story will show other young people out there that you can be successful in any economic climate, whether you wear a suit or flip flops."

Notes to Editor
Photos attached – Martin and Rob – co-founders of Rapanui Clothing Ltd
For further information please contact Rob Drake-Knight, on 01983 873430 or email rob@rapanuiclothing.com. Or for specific information on sustainability Martin Drake-Knight on 01983 873430 or email mdk@rapanuiclothing.com

About Rapanui
Rapanui is about making cool eco-fashion for young people; that means clothing that is eco-friendly, ethical and sustainable: Made from natural organic fabrics in a Fairwear Foundation audited, wind powered factory. Through surfing the brothers saw and experienced the changing environment and climate at their local beach and as inspired, unemployed graduates in a recession, they took a different path; if you can't find a job, make one.

Rapanui has held Seminars and Lectures at UK and EU universities and multinational companies such as Centrica PLC on Sustainable Business and sit on the Panel at Plymouth University's All our Future Conference.

Rapanui has made bespoke versions of its clothing for multinationals and charities including Ben and Jerry's Ice Cream and the Marine Conservation Society.

Rapanui was set up by brothers Mart and Rob Drake-Knight in early 2008 with £200 of savings and was listed in the Top 100 Startups of 2008. Rob and Martin are listed on the Future 100 List of Top young Entrepreneurs and were recently finalists in Enterprise UK's Young Brits awards. Rapanui was the youngest company to win the Sustainable Business Awards in May 2010 and has recently been nominated for the internationally-recognised ISPO Brand New Award.

For more information on this press release visit: http://www.releasewire.com/press-releases/release-3.htm

An eco Fashion brand are challenging traditional methods of marketing and arguing that sustainable marketing achieves better results than the current trend of ‘green marketing’ that is disillusioning consumers and creating an atmosphere of greenwash.

Bembridge, Isle of Wight -- (SBWIRE) -- 09/02/2010 -- Brothers Mart and Rob Drake-Knight set up Eco Fashion Brand Rapanui in early 2008 with the aim of doing business 'the right way'. The company makes eco clothing from natural fabrics that are fairly made and powered by wind energy – however it is their eco-marketing strategy which incorporates traceability that is setting them apart.

Mart Drake-Knight explains:

"Sustainability doesn't have to be all about the physical products. Sustainability can be as much about the marketing method as the product. Sustainable marketing is all about communication, good communication design and innovation. For us this means recognising the shopper's behavioural habits and innovating new systems that allow people to shop quickly, with a conscience."

"We've invested a lot of time in communication design, and put simply, we use eco-labelling to benchmark a products 'eco-impact' – interactive traceability maps are available to go in to more detail if needed, with images, video and figures of our entire supply chain for every product from seed to shop, and finally should the user require scientific detail, we have built an interactive Wikipedia-style resource covering every detail of our products where we utilise UGC – consumers can ask further questions and get them answered there and then - allowing us to open up a dialogue with our consumers. This won us the 2010 Sustainable Business Awards."

Historically increased marketing spend on increasing consumer trust actually correlates with decreased consumer trust. The brothers say the same will be true for green marketing: "Greenwash has become a mainstream phrase before sustainability itself has become mainstream. There is a real danger that if marketers continue to put a green spin on their marketing consumers will develop an aversion towards it. "

"We believe that the forces of demand and supply should be allowed to work naturally. It's not that people don't care, it's just that they don't know – pushing green spin down their throats is not the way to go."

"We're saying that brands should start educating themselves, and their consumers, about their supply chains and reduce spin marketing and reconnect the consumer's awareness of their environmental consequence – i.e. their buying action. "

"Bill Gates was called crazy by Alan Sugar when he proposed selling an invisible product – software – if you can't see it, you can't sell it. People associate sustainability with physical eco products. So we might sound crazy saying that sustainable marketing is just about changing the way we think, but like Bill Gates – we think that history will prove us right." Said Rob Drake-Knight.

The brothers have achieved confidence through success – their methods have increased visitor loyalty and customer trust, doubled their conversion rate and increased sales by 1000% since their the tool was launched.

For more information on sustainability at Rapanui visit www.rapanuiclothing.com/eco
ENDS
Notes to Editor
Photos attached – Martin and Rob – co-founders of Rapanui Clothing Ltd
For further information please contact Rob Drake-Knight, on 01983 873430 or email rob@rapanuiclothing.com. Or for specific information on sustainability Martin Drake-Knight on 01983 873430 or email mdk@rapanuiclothing.com

About Rapanui
Rapanui is about making cool eco-fashion for young people; that means clothing that is eco-friendly, ethical and sustainable: Made from natural organic fabrics in a Fairwear Foundation audited, wind powered factory. Through surfing the brothers saw and experienced the changing environment and climate at their local beach and as inspired, unemployed graduates in a recession, they took a different path; if you can't find a job, make one.

Rapanui has held Seminars and Lectures at UK and EU universities and multinational companies such as Centrica PLC on Sustainable Business and sit on the Panel at Plymouth University's All our Future Conference.

Rapanui has made bespoke versions of its clothing for multinationals and charities including Ben and Jerry's Ice Cream and the Marine Conservation, and they have now spawned a sister site which aim to help other businesses go green http://www.rapanuiclothing.com/wholesale-organic-clothing.html and find out more about wholesale here http://www.rapanuiclothing.com/blog/retail-eco-clothing-wholesale505.html#more.

Rapanui was set up by brothers Mart and Rob Drake-Knight in early 2008 with £200 of savings and was listed in the Top 100 Startups of 2008. Rob and Martin are listed on the Future 100 List of Top young Entrepreneurs and were recently finalists in Enterprise UK's Young Brits awards. Rapanui was the youngest company to win the Sustainable Business Awards in May 2010 and has recently been nominated for the internationally-recognised ISPO Brand New Award.

For more information on this press release visit: http://www.releasewire.com/press-releases/release-3.htm

An Eco Fashion Brand is claiming that the price culture that surrounds high street fashion is leaving manufacturers, brands and consumers with no idea where and how their clothing is made.

Bembridge, Isle of Wight -- (SBWIRE) -- 09/01/2010 -- High street brands are forced by the customers to compete on price and the fast fashion culture they have created to keep up demand has increased pressure on manufacturers to cut costs and speed up turnaround times at the expense of the environment and the people involved. The focus on price has distracted brands and consumers to the point that they don't know where clothing comes from and how it is made.

With the lack of information available to consumers, shopping with a conscience is near impossible.

A small eco-fashion brand from the Isle of Wight seems to have recognised that all the fashion industry needs is a bit of communication.

"It's not that people don't care, they just don't know" said Mart Drake-Knight, co-founder of Rapanui "it's all about communication. If you knew an item was made by children or that the inks and dyes used were poured openly into rivers, would you still but it? Consumers need more information if we want them to shop responsibly".

The brand says that stopping this culture is as simple as communicating – making it possible for people to more clearly see what they're buying into.

"At Rapanui you can see exactly where our clothing comes from and how it is made on interactive maps – images, video and figures showing the entire product life cycle, from seed to shop. We package all this up into an 'eco-label' – just like on food or light bulbs, allowing people to shop quickly, with a conscience." said Rob.

Rapanui was set up by brothers Mart and Rob Drake-Knight in early 2008 with £200 of savings and was listed in the Top 100 Startups of 2008. Rob and Martin are listed on the Future 100 List of Top young Entrepreneurs and were recently finalists in Enterprise UK's Young Brits awards. Rapanui was the youngest company to win the Sustainable Business Awards in May 2010 and has recently been nominated for the internationally-recognised ISPO Brand New Award.

Find out more about traceability and Rapanui at: http://www.rapanuiclothing.com/eco

ENDS
Notes to Editor
Photos attached – Martin and Rob – co-founders of Rapanui Clothing Ltd
For further information please contact Rob Drake-Knight, on 01983 873430 or email rob@rapanuiclothing.com. Or for specific information on sustainability Martin Drake-Knight on 01983 873430 or email mdk@rapanuiclothing.com

About Rapanui
Rapanui is about making cool eco-fashion for young people; that means clothing that is eco-friendly, ethical and sustainable: Made from natural organic fabrics in a Fairwear Foundation audited, wind powered factory. Through surfing the brothers saw and experienced the changing environment and climate at their local beach and as inspired, unemployed graduates in a recession, they took a different path; if you can't find a job, make one.

Rapanui has held Seminars and Lectures at UK and EU universities and multinational companies such as Centrica PLC on Sustainable Business and sit on the Panel at Plymouth University's All our Future Conference.

Rapanui has made bespoke versions of its clothing for multinationals and charities including Ben and Jerry's Ice Cream and the Marine Conservation Society , and they have now spawned a sister site which aim to help other businesses go green http://www.rapanuiclothing.com/wholesale-organic-clothing.html and find out more about wholesale here http://www.rapanuiclothing.com/blog/retail-eco-clothing-wholesale505.html#more.

Rapanui was set up by brothers Mart and Rob Drake-Knight in early 2008 with £200 of savings and was listed in the Top 100 Startups of 2008. Rob and Martin are listed on the Future 100 List of Top young Entrepreneurs and were recently finalists in Enterprise UK's Young Brits awards. Rapanui was the youngest company to win the Sustainable Business Awards in May 2010 and has recently been nominated for the internationally-recognised ISPO Brand New Award.

For more information on this press release visit: http://www.releasewire.com/press-releases/release-3.htm

Two young graduate brothers are defying government cuts, a lack of capital funding and the recession with the maxim ‘if you can’t find a job – make one’.

Bembridge, Isle of Wight -- (SBWIRE) -- 08/30/2010 -- Based on the Isle of Wight – which boasts the highest rate of youth unemployment for 18-25 year olds in the country – out of work Mart and Rob Drake-Knight took their remaining £200 savings and created eco fashion brand Rapanui at the height of the recession, with aim of 'doing business the right way'. Two years later Rapanui has won a host of awards, worked with multinationals and the brothers are regularly invited to talk at universities, charities and sustainability seminars.

The Drake-Knight Brothers are an example of the wave of inspirational entrepreneurs who are making the most of unemployment lag created by the recession. What makes them stand out from the crowd is that they not just trying to create a job – but change an industry.

Rapanui makes eco clothing from natural fabrics that are fairly made and powered by wind energy – customers can find out exactly how and where their clothing is made using interactive maps on RapanuiClothing.com – a first in the fashion industry. The company is growing rapidly and has moved from parent garden shed operation to an office of 12 full time staff in two short years. The brothers attribute their success to innovative capital management and hard work.

"We started our business with virtually nothing, and we had no help with any funding for the business – the bank wouldn't lend us money and we missed out on any regional development capital as we had been trading for too long. This meant we had to be very selective about what we invested in, like a lot of small business our growth had to be organic and we either found ways of getting high value favours for nothing or working hard to learn how to do things ourselves." Said Mart Drake-Knight

Rob Drake-Knight says that the grant funding culture needs to change: "This highlights a real issue in start up funding – too many projects are given the green light for funding based on an idea or an imaginary cash flow forecast - we all know the statistic about 95% of businesses failing with the first three years, funding is available to help start ups but what about funding for growth – surely a better investment?"

"Regional funding is set to be cut by the government in some areas – this isn't the worst news for people like us – it might provoke some thought into the infrastructure and categorisation of regional development funding – The Isle of Wight is grouped in with SEEDA – but the economy is more akin to Wales or Cornwall so why aren't minor counties like the Isle of Wight treated on a case basis?

The funding argument continues to roll on but the The Drake-Knight brothers are an example of true enterprise – recognising a market, and having the drive to achieve no matter what the obstacles.

Mart said "we hope that our story will show other young people out there that you can be a success whether you wear a suit or flip flops."

For more information on Rapanui visit http://www.rapanuiclothing.com/eco

Notes to Editor
Photos attached – Martin and Rob – co-founders of Rapanui Clothing Ltd
For further information please contact Rob Drake-Knight, on 01983 873430 or email rob@rapanuiclothing.com. Or for specific information on sustainability Martin Drake-Knight on 01983 873430 or email mdk@rapanuiclothing.com

About Rapanui
Rapanui is about making cool eco-fashion for young people; that means clothing that is eco-friendly, ethical and sustainable: Made from natural organic fabrics in a Fairwear Foundation audited, wind powered factory. Through surfing the brothers saw and experienced the changing environment and climate at their local beach and as inspired, unemployed graduates in a recession, they took a different path; if you can't find a job, make one.

Rapanui has held Seminars and Lectures at UK and EU universities and multinational companies such as Centrica PLC on Sustainable Business and sit on the Panel at Plymouth University's All our Future Conference.

Rapanui has made bespoke versions of its clothing for multinationals and charities including Ben and Jerry's Ice Cream and the Marine Conservation Society, and have now spawned a sister site with the intention on creating bespoke items to help other businesses go green, at http://www.rapanuiclothing.com/wholesale-organic-clothing.html

Rapanui was set up by brothers Mart and Rob Drake-Knight in early 2008 with £200 of savings and was listed in the Top 100 Startups of 2008. Rob and Martin are listed on the Future 100 List of Top young Entrepreneurs and were recently finalists in Enterprise UK's Young Brits awards. Rapanui was the youngest company to win the Sustainable Business Awards in May 2010 and has recently been nominated for the internationally-recognised ISPO Brand New Award.

For more information on this press release visit: http://www.releasewire.com/press-releases/release-3.htm