GREEN IS THE NEW BLACK

How fash­ion is turn­ing eco-friendly.

DNA Magazine - - CONTENT #209 -

THE AP­PAREL in­dus­try ac­counts for 10 per cent of global car­bon emis­sions and is the sec­ond most pol­lut­ing in­dus­try in the world af­ter fos­sil fu­els. It’s a three-tril­lion-dol­lar global busi­ness so it’s prob­a­bly no sur­prise.

Luck­ily, there are in­no­va­tive brands who’ve heard the planet’s cry for help and are tak­ing mea­sures to en­sure its sur­vival, while keep­ing it in fash­ion.

Adi­das has started work­ing and Par­ley For The Oceans, an or­gan­i­sa­tion ded­i­cated to re­duc­ing plas­tic waste in oceans. To­gether, they aim to trans­form ocean plas­tic pol­lu­tion into high per­for­mance sports­wear. Lit­er­ally, spin­ning the prob­lem into a so­lu­tion, and the threat into a thread.

Adi­das have cre­ated Ul­tra-BOOST Uncaged Par­ley. The shoe’s up­per is made of 95 per cent ocean plas­tic with the re­main­der of the shoe largely made of re­cy­cled ma­te­ri­als. Only 7,000 pairs have gone on sale, how­ever, Adi­das has ocean-sized plans for new de­signs in the near- fu­ture pledg­ing: “We will make one mil­lion pairs of shoes us­ing Par­ley Ocean Plas­tic in 2017. Our ul­ti­mate am­bi­tion is to elim­i­nate vir­gin plas­tic from our sup­ply chain.”

Founder of Par­ley For The Oceans, Cyrill Gutsch says, “Our strat­egy to end plas­tic pol­lu­tion is to recog­nise the prob­lem and ac­cept that plas­tic is a de­sign fail­ure. We’ve cre­ated some­thing that we call Par­ley Ocean Plas­tic, and a range of ma­te­ri­als that are based on all that trash that we find in the sea and mixed with other re­cy­cled ma­te­rial.”

You can help by think­ing about the fol­low­ing when you next go clothes shop­ping: • Make eth­i­cal and in­formed choices. • Em­brace nat­u­ral fi­bres and limit syn­thet­ics. • Sup­port lo­cal mak­ers. • Mend, patch, tai­lor and breathe new life into old styles. • Do­nate to those who have less. • Re­cy­cle your waste in the cor­rect way so it doesn’t end up in our oceans.

Our strat­egy to end plas­tic

pol­lu­tion is to recog­nise the prob­lem and ac­cept that plas­tic is a de­sign fail­ure.

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