Converting old clothes into raw materials! Adidas and Stella McCartney are investing big in their commitment to sustainability.
The apparel industry is confronted with questions pertaining to waste management and sustainability every now and then, and it’s not new for it to face criticism for environmental deterioration. Brands are constantly coming up with strategies to reduce waste and have adopted new and fair methods to save environment from fast fashion.
The recent partnership between McCartney and Adidas has resulted in investments to come up with a technology to purify old cotton and transform it into a new material.
Advanced textile innovations company Evrnu has developed a process dubbed NuCyclTM that converts old clothes into raw materials for fresh, high-quality materials.
A fully recyclable hoodie crafted from 60 per cent NuCyclTM and 40 per cent organic cotton that has been diverted from landfills and can be reused repeatedly, is to be remade into high-performance product.
Fifty pieces of the sweatshirt will be produced and it will not go on public sale. Evrnu, which has signed up partners including Levi’s, is testing the technology for commercial deployment by 2020.
Adidas by Stella McCartney in partnership with Bolt Threads, a company that specialises in bioengineered sustainable materials and fibres, have curated a bio fabric tennis dress using materials such as cellulose-blended yarn and MicrosilkTm, a protein-based material that is made with renewable ingredients, like water, sugar and yeast (it has the ability to fully biodegrade at the end of its life).
The main aim is to eradicate waste generation in the fashion sector.
“Taking plastic waste out of the system is the first step, but we can’t stop there,” said Eric Liedtke, Executive Board Member at Adidas, responsible for Global Brands, adding, “The next step is to eradicate the concept of ‘waste’ entirely.”
The two new products will be making their debut during the launch of the Adidas by Stella McCartney Fall/Winter 2019 collection featuring innovative and sustainable fabrics.