TRAIL magazine: first African company to join One Percent For The Planet
Deon Braun, the founder of TRAIL magazine, did a 5,000km road trip through South Africa in January 2013 which included visiting the remote Cederberg region in Western Cape province. “If you haven’t been yet, I recommend you do, and do it soon before they tar the roads,” he says. It’s a ruggedly beautiful semi-desert, mountainous area, a holy grail for trail running, hiking and mountain biking.
His four days there – running, hiking and dreaming – were coloured and framed by Yvon Chouinard’s compelling book ‘Let My People Go Surfing‘.
Although the title is tongue-in-cheek, the subject matter is anything but flippant.
This striking Kelvin Trautman photo of Mina Guli running through a harsh Richtersveld landscape reminds us that water is vital for life on Earth. That’s why Mina did her Seven Deserts Run, for us to change our consumer habits on a global scale. The scene is presided over by a giant quiver tree but extended droughts will kill even these impressively hardy plants. This image appears on the outside back cover of the latest issue of TRAIL to showcase our support of both Mina, her organisation Thirst, and One Percent For The Planet. If you love running through seemingly endless Richtersveld desertscapes, finding your limits on the Otter Trail, breathing in the delicious scent of fynbos, standing humble beneath Outeniqua Forest giants, savouring unspoiled Wild Coast views, or losing yourself in the wide open spaces of the Karoo, Cederberg, and Drakensberg, then you love blue. Each time you purchase a copy of TRAIL magazine, 1% of that sale as well as TRAIL’s advertising revenue goes to a global network of non-profit organisations dedicated to protecting our amazingly diverse big blue planet. Love blue? Choose TRAIL magazine and other 1% for the Planet brands. 7 Deserts Run, RICHTERSVELD ? @kelvin_trautman More at trailmag.co.za/onepercent Join TRAIL in our trail-fuelled support of our big blue planet at onepercentfortheplanet.org #TRAIL19 #trailrunning #desert #desertrunning #trailrunner #trails #richtersveld #southafrica #thisissouthafrica #thirst #minaguli #trailmagazine #magazines #nonprofit #1% #onepercentfortheplanet
In 1968, Chouinard, the founder of apparel brand Patagonia, did a road trip in a beat-up VW Kombi through Central and South America to the Argentinian wilderness that drew inspiration for that name. He and best friend Doug Tompkins climbed peaks, skied and surfed as they went. They witnessed incredible beauty, but also saw the beginning of the pillaging of Central and South America’s natural resources. That trip’s lost film footage was re-found and then a 2005 trip to climb an unnamed peak in Patagonia was done. Both journeys of discovery are shown in the film 180 Degrees South.
Previous campaigns in TRAIL magazineLater trips to Africa, Russia, China and India drove the point home ever deeper. Each year he went there, more of their natural heritage had been desecrated. Mankind was making rapid inroads into vast areas that were once pristine. To Yvon, wilderness implies being more than one day of hiking from human habitation, in any direction. Needless to say, there is very little of this remaining and it is only getting smaller every day.
In 1986 his company voted to donate 10% of Patagonia’s profits to environmental NGOs. Later they increased their commitment to 1% of total revenue, whether they’d made a profit or not. And that is the founding principle of One Percent For the Planet – to plough back 1% of the total harvest for the future.
As media creatives with an endurance sport obsession, we love the outdoors. The adventures we and our readers have in the unspoiled areas of the world will not be possible without their protection.
“To Yvon Chouinard and the One Percent FTP and Patagonia families, thank you for the inspiration. We’re going to fly the banner to encourage other memberships here and be the change in South Africa,” he says.
Like this? Read more…
– 1% For the Planet website onepercentfortheplanet.org
– Yvon Chouinard philosophy. If you read just one online article today, consider his 1,500 word account of the Patagonia philosophy. It’s a potent manifesto that businesses of the future would do well to emulate. Then read his company mission statement.
– 180 Degrees South synopsis and trailer.
About TRAIL magazine
Since its founding in 2011, TRAIL has enlightened its growing readership with the best places to run, the most suitable gear and the most popular trail running events from every angle; visiting the Himalayas, Sahara Desert, Amazon and many local trails, including the famed Otter African Trail Run, Fish River Canyon Ultra and the arduous Skyrun.
TRAIL is available nationally in South Africa and internationally via a six-issue annual subscription. It is also available digitally through Apple Newsstand, and Zinio.