In an effort to make clothes less linear and more circular, Adidas has collaborated with British fashion house Stella McCartney. The pair is set to launch the first of its kind sportswear tracksuit that’s made of 60 percent viscose and 40 percent organic cotton.
Stella McCartney is one of the few luxury brands in the fashion industry that has always advocated for sustainable fashion and also practiced it extensively through their products.
Adidas towards Circular Fashion
As for Adidas, this launch is in alignment with the brand’s recent approach toward extending the lifespan of its products.
In 2019, the sports giant launched the Adidas Futurecraft Loop sneakers as part of its commitment to a more circular life cycle.
The whole idea behind the Futurecraft Loop sneakers was that “When you wear out this product, you give it back to us. And we recycle it,” Tanyaradzwa Sahanga, a materials engineer at Adidas was quoted as saying.
The oversized, gender-neutral tracksuit in the Adidas x Stella Mccartney range has peach-soft material blended with a neutral light grey and black color palette.
The collection is also part of the EU consortium of 12 partners, “New Cotton Project.” This is a three-year project and has partners like Frankenhuis that have used pioneering man-made cellulosic fiber, using regeneration technology, called Indiana.
This has been done after the consortium discovered that less than 1% of textiles in the world are getting recycled.
The collaboration is also in congruence with Adidas’ circularity program, the ‘Made to Be Remade’ scheme.
An innovative and environmentally driven take-back scheme that allows consumers to give back Adidas products that have reached the end of their lifespan using a QR code on their app.
These products are then recycled and given a new life.
McCartney reportedly said of all this, “Sport is about always evolving the approach, and material innovation is no different.” More than ever, we are being challenged to find new solutions to deliver the potential for circular fashion, so it’s been hugely exciting to collaborate with like-minded thinkers in the fashion landscape to help not only us, but the industry, invent, innovate, and consciously design.
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