While enjoying a pleasant stroll through the Union Square area of San Francisco, the window of the new Quiksilver store on Powell Street caught my eye. Of course, being an eco-geek, seeing “100% organic cotton” anywhere makes me excited. Surprised that I hadn’t heard anything about one of my favorite surf brands “going green”, I snapped a few shots of the stylish and sustainable offerings. The women’s tops (sold under the Roxy brand) are pretty basic, with phrases like “clean your beach” and “every little bit counts” printed on natural-color cotton. The men, on the other hand, have t-shirts in a number of colors with truly kick ass art on them.

Checking the company’s websites, no extra info or press releases were available about the brand’s efforts to spread environmental knowledge to their millions of international, sporty customers. According to the hang tags on the 100% organic cotton shirts, 3% of the net sale price of each item will be donated by the company’s non-profit, The Quiksilver Foundation, to select charitable organizations. Adding in an extra element of customer participation, you can go to the foundation’s website to choose the cause that your money will go to.

Is this just a short-lived promo for green living or the beginning of a transformation among one of surfing and snowboarding’s biggest brands? Only time will tell.