I'm here at the Flagship store of Patagonia HQ in Ventura, California. I have a special guest here today: Rick Ridgeway, who is the VP for Environmental Initiatives.I'm super excited to talk to him about a new project that he just announced that is potentially transformative for the entire apparel industry.So, Rick, what's it called and can you tell us a little bit about it?To find out about Simon Mainwaring's new book, We First: How brands and consumers use social media to build a better world, visit http://www.wefirstbook.com