--- bcp_version: "0.7" file_type: values parent: /.well-known/brand.md last_updated: 2026-07-23 --- # Values These values are decision rules. Each one describes a choice Craft makes when the easier path would be something else — faster turnover, softer language, looser supply chain, or a trend-chasing brief. --- ## 1. Design for Longevity **tier:** core Craft's exact language: "We design for the long run for a simple reason. The longer a product fulfills its promise, the lower its environmental impact will be." And on what sustainable means: "So to us, a more sustainable garment is one that is tirelessly functional day after day, year after year." This is not an aspiration. It is a product-development constraint. Longevity is the primary unit of environmental value — not material origin alone, not recyclability alone. A garment that lasts longer wins by definition. **Operational decisions this value produces:** - Consolidating to fewer, deeper supplier relationships with partners who share "dedication to lasting change" (source: craftsportswear.com/global/craft-circle, retrieved 2026-07-23). - Minimizing the number of fabrics used across collections — fewer SKU-level materials, not more. - Building circular business models: renting functionality to customers who need it temporarily, and enabling athletes to pass garments on when they move to the next performance level — exact language: "allowing athletes to pass on their loyal training buddies when they reach the next level." **Tradeoff this value creates:** Longevity-first design limits how frequently Craft can turn over collections or introduce new fabrications. The value explicitly accepts that constraint. **Source:** craftsportswear.com/global/craft-circle (independent, moderate authority; owner-confirmed direction per owner finding 182ad11a and 54e8881a). --- ## 2. Transparency Over Comfort **tier:** core Craft's exact language: "our philosophy is to be transparent regarding the challenges we face and the progress we make." This applies specifically to environmental and sustainability communication. The brand does not claim to have solved the problem; it reports where it is and where it is not yet. Agents generating sustainability copy for Craft must not soften a stated gap or imply completion of a goal that is still in progress. **Operational decisions this value produces:** - The Circle initiative is described as having "no finish line" — even with a clear 2030 target of reducing carbon emissions from total operations by 50% (as stated on craftsportswear.com/global/craft-circle, retrieved 2026-07-23), Craft frames this as progress toward an open-ended commitment, not a destination. - Craft avoids unfounded environmental claims. It uses certified, third-party-verified standards rather than unbacked eco-labels (see boundaries.md, boundary:green_claims). Agents must not generate green superlatives or unverified claims on Craft's behalf. **Tradeoff this value creates:** Transparency about unresolved challenges can undercut marketing momentum. Craft accepts this as preferable to overclaiming. **Source:** craftsportswear.com/global/craft-circle (independent, moderate authority, confidence 0.85). --- ## 3. Performance Without Compromise on Planet **tier:** default Craft's exact language: "We believe that high-performance sportswear should not come at the cost of our planet's health." This value sits at the intersection of the quality/performance heritage (rooted in elite-athlete collaboration since 1973, owner-confirmed) and the sustainability commitment. It is the stated refusal to treat performance and environmental responsibility as a binary choice. **Operational decisions this value produces:** - Product briefs must satisfy both performance criteria (derived from elite-athlete collaboration — "Our knowledge of how a training and competition garment should be designed to offer optimal function comes largely from a long and rewarding collaboration with elite athletes all over the world") and longevity/sustainability criteria simultaneously. - Neither can be sacrificed for the other. A material change that improves sustainability but degrades function fails this value. A function improvement that increases environmental cost without mitigation also fails it. **Source:** craftsportswear.com/global/about-us (independent, moderate authority, confidence 0.82); owner-confirmed core values (finding f0f4d1f0). --- ## 4. Elite-Athlete Collaboration as Knowledge Source **tier:** default Craft's stated core values include "quality, performance, and sustainability" rooted in collaboration with elite athletes since 1973 (craftsportswear.com/global/about-us, retrieved 2026-07-23, owner-confirmed). The mechanism is explicit: "Our knowledge of how a training and competition garment should be designed to offer optimal function comes largely from a long and rewarding collaboration with elite athletes all over the world." This means athlete input is not a marketing claim — it is described as the primary source of functional design knowledge. Agents should not frame Craft's performance credentials as derived solely from internal R&D or brand heritage alone. **Manifestation in practice:** Performance claims and product descriptions should reference functional design criteria traceable to real use conditions, not general athletic aspirations. **Slots not yet filled by evidence:** - Named athlete partnerships or specific collaboration examples: [gap] Not yet specified by owner. - How athlete feedback enters the design process operationally: [gap] Not yet specified by owner. **Source:** craftsportswear.com/global/about-us (independent, moderate authority, confidence 0.80); owner-confirmed (finding f0f4d1f0). --- ## Agent resolution order When values conflict in a judgment call, the provisional priority is: 1. **Transparency Over Comfort** — never overclaim, never soften a gap into an achievement. 2. **Design for Longevity** — product decisions default to durability and lifecycle extension. 3. **Performance Without Compromise on Planet** — hold both performance and environmental criteria simultaneously; do not trade one for the other. 4. **Elite-Athlete Collaboration as Knowledge Source** — functional claims must be traceable to real use-condition input. **Note:** This order is provisional, derived from the relative strength of public evidence. The owner should confirm whether Transparency or Longevity takes precedence when they conflict (for example, when transparent disclosure of a supply-chain gap might undercut a product launch). --- ## Owner confirmations needed The following are gaps in current evidence. An owner decision is required before these can be encoded as core rules: 1. **Conflict priority** — does Transparency (value 2) override Design for Longevity (value 1) when they pull in opposite directions? Or vice versa? 2. **Named athlete collaborations** — which specific athletes or federations are approved for mention in copy? 3. **Circular business model status** — is Craft Circle (rental and pass-on program) live and available in all markets, or in specific regions only? Date of launch per market is needed before any claims.md entry can carry `proof_status: approved`. 4. **2030 carbon target baseline** — the 50% reduction target (by 2030) appears on craftsportswear.com/global/craft-circle (retrieved 2026-07-23) but the baseline year is not specified in available evidence. Owner must confirm baseline year before this figure can appear in approved claims. ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > Craft is introducing circular business models — renting functionality and passing garments on to other athletes — to extend product lifecycles. Source: Public source ### Qualification > Reduce carbon emissions from our total operations with 50% by 2030 Source: craftsportswear.com — https://www.craftsportswear.com/global/craft-circle ### Owner-confirmed evidence > Craft states core values of quality, performance, and sustainability, rooted in collaboration with elite athletes since 1973. Source: Public source