Etnies will support the planting of 100,000 trees in the Atlantic rainforest of the state of São Paulo in 2012, starting in March. The one-for-one program plants a tree for every purchase of Etnies Jameson 2 and Jameson 2 Eco men's and kid's shoes or every girl's Caprice Eco and Circe Eco shoe. The company's “Buy a Shoe, Plant a Tree” project is conducted in cooperation with Trees for the Future, a nonprofit organization. The American company points out that the reforestation of Brazil's Atlantic rainforest has become a necessity as only 7 percent of its original cover has been preserved.