REI Though REI launched its own eco-sensitive apparel line last year, the retailer's biggest contribution may be behind the scenes: REI is helping to create an industrywide definition of "green" outdoor products to help consumers pare down the heap of dubious claims out there. One-fifth of REI's stores are now powered solely by renewable energy, and future outlets will be modeled on an energy-efficient green-building prototype that opened this year in Boulder, Colorado. rei.com GREEN-O-METER: 2.5

PATAGONIA Even before green was chic, Patagonia was giving back: It helped found both the Conservation Alliance and 1% for the Planet and has donated $29 million to environmental groups over the last two decades. It has been using only organic cotton for more than ten years, and its hefty catalogs are printed on 40 percent recycled paper (among the highest content in the industry). Now, Patagonia's Common Threads program makes it easy for consumers to recycle their old garments. patagonia.com GREEN-O-METER: 4

BIG AGNES & SIERRA DESIGNS Making earth-friendly outdoor gear is tricky (organic bikes, anyone?), but Big Agnes and Sierra Designs have made the biggest strides. Both now feature six sleeping-bag models stuffed with at least half synthetic insulation (made from old plastic bottles), and use a new tent-pole finishing process that cuts way back on toxic chemicals. This year, Big Agnes is launching a pair of bags made almost completely from recycled materials. bigagnes.com GREEN-O-METER: 2.5