Hailing from the southern Cumbrian market town of Ulverston, Working Class Heroes (WCH) have carved an impressive niche for themselves in the outdoor clothing retail market. While reflecting on what it means to be environmentally sustainable as a business, Managing Director Tom Bowden realised that it is not down to one thing, be that environmental, economic or social action. Through a “symbiotic” relationship with Patagonia, they decided to get stuck in themselves.
We fundamentally have to do things differently and better. Businesses still need to be businesses, how can we make better decisions, how can we be more environmentally sound while still making a profit?” (Tom Bowden, WCH)
With all the employees being local to the area and all enjoying the outdoors through running, cycling, climbing, and walking, it was an easy decision to narrow down their course of action, “going outside... It ties into what we do outside of work” says Tom.
This helped focus their search for an organisation to partner with that works in the environmental sector, is local, and aligns with their way of doing things. They could have chosen any number of causes that are important, this is just what they were interacting with the most, and it stuck a chord with the team.
A relationship was formed with Cumbria Woodlands in 2019 and the two organisations have had regular volunteer days at Haverthwaite Heights, a Lake District National Park Authority woodland in the South Lakes, since then. These days have included bracken bashing, tree planting, coppicing, charcoal burning, erecting deer fencing and more.
From a National Park perspective, this was a great way to engage with the local community and had the added benefit of having some important management work carried out in their largest woodland at the same time. The WCH team have noticed that their customers enjoy the environmental side of their social media, blog posts and website which has helped them connect more with others who think along the same lines and have followed their story.
Members of the team have learned a lot while out volunteering in the woods, from tree and plant identification to the confidence to talk to others about the environmental and biodiversity issues we are facing, to why woodlands, and the work they are carrying out, is important, which Tom pointed out, seems a lot from bashing some bracken. This has led to Working Class Heroes creating a new full-time environmental role at their head office, further showing their commitment.
Highlights from the WCH team have included a charcoal burn with Cumbria Woodlands and The Coppice Co-op and being able to have more informed conversations both in the office and with customers around the environmental side of the business.
Working with Cumbria Woodlands has been easy, fun, and made an impact. (Tom Bowden, WCH)
This partnership allowed the WCH team to talk to and work with experts and then spread this knowledge to more people. The feeling was mutual, Jamie Chaplin-Brice described the WCH team as “absolute grafters”, who were massively keen and committed.
I'm looking forward to the future of working with them. More of this would be good, sharing the important stuff with a wider audience that rarely get to see this side of woodland management. Jamie Chaplin-Brice (Cumbria Woodlands)
Find out more about Working Class Heros and who they tell their stories here- www.workingclassheroes.co.uk/blog/tag/cumbria-woodlands/
Want to work with us?
Get in touch to discuss how we can work with you and your organisation. info@cumbriawoodlands.co.uk
This case study was produced as part of our Woodland Futures Project funded by eht Trees Call to Action Fund, led by Defra, the Forestry Commission and The National Lottery Heritage Fund.
