Today marks the 40th anniversary of Earth Day and just about everyone has stepped up their bids for a more sustainable planet. Puma today, for example, pledged to become a carbon neutral company in 2010. The company said today it will compensate its direct and indirect CO2 emissions through offsetting projects in Africa involving local communities and the conservation of biodiversity and various CSR programs. The private sales network Gilt is donating 5% of Earth Day sales to The National Audubon Society and the Nature Conservancy. Loomstate is planting in a tree for every purchase made on its website this Earth Day. It also took part in a recent PSA for Christie’s Green Auction, featuring everyone from Michael Stipe to Alber Elbaz. Through May 10, Rock & Republic is offering 20% off new purchases to customers who drop off their old Rock & Republic jeans at its four stores in California and Nevada. The denim will be donated to "Cotton. From Blue to Green" to be recycled into UltraTouch insulation to rebuild communities in need. And the action sports brand O’Neill is launching its new eco-friendly apparel line called ECO’Neill, featuring T-shirts, tanks, beanies and boardshorts at Saturdays Surf NYC later today from 6-9. In addition to an acoustic set by Mishka, the shop will also host a silent auction supporting the Jack O’Neill Sea Odyssey Foundation for the preservation of the sea. Items to be auctioned include a Taylor guitar, an autographed Jordy Smith surfboard, surf lessons from team rider Corey Lopez and even a trip for two to Hawaii’s North Shore. You can head on over after to Juliet in Chelsea, where Caravan Stylist Studio has teamed up with Blackbook magazine and to host an eco-art installation, featuring contributions by Kenny Davis, AUM Couture, Kaight Neuaura Shoes, Restore Clothing and Study by Tara St. James. For those opting to stay indoors, TOMS Shoes has posted several crafty suggestions on how to put an old pair of TOMS towards a new coaster, bracelet or soccer ball.

—Tim Yap