Looking for the latest in eco-friendly fashion? One word: plastics.
H&M announced on Tuesday that it will debut its second Conscious Exclusive campaign — an upscale version of its Conscious Collection program founded in 2012 — which includes formal wear for men, women and children. The line uses recycled polyester made from plastic waste, an estimated eight million tons of which litters oceans each year, and is slated to be available in 160 stores around the globe in late April. The move comes shortly after Adidas partnered with Parley for the Oceans, a nonprofit that reduces oceanic plastic waste, to make running shoes made almost entirely out of discarded plastic.
For the H&M line, the Swedish retailer teamed with Bionic Yarn, a New York-based company that turns plastic bottles into technical yarns and fabrics. The signature piece of H&M’s line is a blush pink pleated gown (which retails for $249) modeled by Natalia Vodianova, who was tapped to be the face of this year’s Conscious Exclusive campaign. Singer Pharrell Williams serves as as Bionic Yarn’s creative director, and has previously teamed up with brands like Timberland and G-Star on footwear and denim that use the bionic yarn technology.
“It’s an excellent PR stunt, for H&M to raise awareness about ocean pollution — along with Adidas’ partnership with Parley for the Ocean,” said Lauren Slowik, outreach coordinator and design evangelist at 3-D printing company Shapeways. “But I like to hope that ocean trash is a finite resource and not something we can build whole industries on. The only real positive I see is that it helps to bring supply chain and production of materials to the forefront on consumers’ minds.”
H&M and Adidas said their ocean plastic efforts were designed to be more than just ploys to attract eco-conscious consumers. Adidas began selling its recycled shoes for $220 in November 2016 with a commitment to making a minimum of 1 million pairs by the end of 2017. It also plans to team with Parley on communication, education and research efforts.
Meanwhile, H&M is attempting to increase its percentage of garments made from sustainable materials, which was reported at 20 percent in 2015. It also asserts to be one of the biggest users of recycled polyester and organic cotton, and has a lofty goal for all cotton to be sustainably sourced by 2020.
However, despite its commitment to sustainability, H&M has still been vague in its transparency efforts and faces ongoing criticism for being a fast fashion retailer that is still using significant resources to produce low-priced goods. Natalie Grillon, founder of Project Just, told Glossy in a previous article that despite the assertions made against the company, H&M has still made strides in efforts like employee wages.
“H&M comes under fire a lot for their initiatives because they do publicize it,” said Grillon. “When really, they’ve made a ton of effort in support of better wages. But then they talk about it a lot, and then they come under fire a lot for anything at all that goes wrong.”
*This story first appeared on Glossy
We are all aware that millions of tons worth of plastic waste is washed up on shores across the world endangering marine animals and polluting our waters. In a recently study, 40 million pounds of plastic was left floating in the North Pacific Ocean alone. These facts were enough to encourage the iconic adidas sportswear fashion brand to work alongside Ocean Parley which is an environmental group raising awareness for pollution in our oceans. This partnership has delivered some exciting news which has seen the production of 7,000 pairs of trainers made from ocean waste. But this is not all, they have also created the first football jersey made from upcycled marine debris which was debuted by Mayern Munich and Real Madrid earlier this month.
This long-term partnership was first initiated in 2015 when adidas ( @adidas ) saw the importance in creating a new future for the sporting and fashion industry. adidas is a multinational corporation with a huge influence over sportswear. It is the largest sports clothing manufacturer in Europe and the second largest in the world. Having this sort of influence meant that more could be done to develop innovative new products with sustainable solutions. In a statement in 2015 Eric Liedtke, adidas’ Group Executive Board Member responsible forglobal brands said: “The conservation of the oceans is a cause that is close to my heart and those of many employees at the adidas Group. By partnering with Parley for the Oceans ( @parleyxxx ) we are contributing to a great environmental cause. We co-create fabrics made from Ocean Plastic waste which we will integrate into our product.”
The first fashion initiative was designed by the London designer Alexander Taylor. adidas’ exclusive trainers have the identical manufacturing process as their existing footwear but the process replaces synthetic fibres with yarns made from recycled Parley Ocean plastic. The knitted upper section of the shoe is made from 95% ocean plastic and 5% recycled polyester. In a unique design inspired by the ocean’s movement, a green wave pattern is created from recycled grill net and recycled into the fibre. The rest of the trainer is formed using waste plastic collected from around the Maldives where the government is collaborating with Parley to extract the plastic waste over the next five years. At a price of £178 (€200), the shoes, which contain 11 plastic bottles, will appear in adidas’ stores next month.
This is not all the companies have been producing. Earlier this month, they debuted their latest football jersey tops made from up-cycled marine plastic debris. The adidas Parley football jerseys will be worn commercially for the first time when Bayern Munich faced Hoffenheim November 5 and again when Real Madrid competed with Real Sporting de Gijón November 26. Made from Parley Ocean Plastic, the water-based environmentally friendly prints, the all-white Real Madrid and all-red Bayern Munich kits feature the club logo, three stripes and sponsors’ logos in the same colour as the kit for a unique look.
Eric Liedtke, adidas Group Executive Board member responsible for Global Brands, said: “This represents another step on the journey of adidas and Parley for the Oceans. We have not only managed to make footwear from recycled ocean plastic, but have also created the first jersey coming 100% out of the ocean. But we won’t stop there. We will make one million pairs of shoes using Parley Ocean Plastic in 2017 – and our ultimate ambition is to eliminate virgin plastic from our supply chain.”
So What Sustainable Targets have adidas Outlined for 2017?
Their latest target will see at least eleven million bottles retrieved from coastal areas by the Parley Global Clean-up Network which will be recycled and re-purposed into elite performance sportswear. Next year the collaboration hope to create another million pairs of trainers. This plan forms part of a larger commitment by the brand to increase the use of sustainable materials in its products and to make eco-innovation the new industry standard as well as ending the cycle of marine plastic pollution in the long term.
“At this point, it’s no longer just about raising awareness. It’s about taking action and implementing strategies that can end the cycle of plastic pollution for good. Eco innovation is an open playing field. With the release of the Ocean Plastic jerseys and UltraBOOST Uncaged adidas x Parley shoes, we’re inviting every consumer, player, team and fan to own their impact under Parley A.I.R. and define their role within the movement,” said Cyrill Gutsch, Founder, Parley for the Oceans.
*This story first appeared on Bio-Based World News