Tag Archives: circular mode

How to make a circular fashion business | Instant News


Until 2013, Charlotte Staerck worked in the pharmaceutical field for NHS and her husband Ben, run a furniture restoration business. When customers started coming to Ben’s business with their dilapidated or broken designer bags, Charlotte had the idea for us the same skills to make. Handbag Clinic, is now the leading luxury handbag restoration service.

The clinic has now fully adopted a sustainable mode business model; buy, restore, and sell luxury handbags. It has global customers, three brick and mortar stores and has seen 500% growth in online sales during the lockdown.

Here, Charlotte Staerck, its CEO, shares her advice on creating a fashion business in a circular economy and why restoration is the future of luxury.

Sustainability must be at the core of the business

“If you are determined to have sustainable business then you need to make sure that every part is as compact as possible. We are always looking for as many solutions as we can. You have to think about how you are going to take out the trash? What products do you use? Whether you make sure that you reduce that waste all the time, you really have to think things through from that sustainable perspective to keep the core values ​​alive in the business. “

Celebrate expertise

“One of the best things about our business is how much it values ​​expertise. A lot goes into bag restoration and it’s an impressive craftsmanship. One of our main values ​​is preserving the past, while attentively rediscovering the future and this is very much about preserving these techniques, keeping this craft alive. If you choose a business like this, you can engage young, passionate people who will get ahead and most importantly – remember our business the current political climate– Create unique skills that are highly UK based. We have people send us goods from all over the world. We are always developing and supporting these techniques for handling specialist bags. We’ve created new products and new dyes and dyes to do it. I think it’s a really amazing thing to see. “

The circular fashion economy is the future…

“I have always subconsciously used this circular fashion ethos since I was very young. When I was 16, I would save up to buy a handbag, then I would sell that handbag and buy what I thought was the next big handbag. I just did that on Ebay! But now I see that this way of thinking is the future of luxury fashion.

We want to extend the life cycle luxury bag overall. We don’t want you wrecking your handbag and dropping in and see us, we always say let’s try and avoid you even getting to that point in the first place. It’s about protecting the investment this expensive handbag has to offer, from the moment you buy it. We don’t only offer a resale platform, we also offer a resale platform that also increases the value of your bag. More and more people think this way, it’s not about hoarding new things but about appreciating old things and keeping them longer, or trading them for something else. This is a good financial investment. You can play the handbag market like the stock market and it’s sustainable at the same time! “

… But used fashion needs the right kind of marketing.

“Back then when I was going to buy and sell used bags, it wasn’t all that glamorous. I think that’s all changing now, with things like the collective Vestiare and the Handbag Clinic. There was a real reaction to fast mode, so now, good quality, pre-loved high fashion starting to look a lot fancier. We try and make pre-loved shopping feel that way, and of course we do with our brick and mortar shop too. We will have very wealthy people happily shopping there when they can buy new ones! Ethical and guilt-free clothing is definitely looking more glamorous now. ”

Make luxury easily accessible

“One of the great things about what we do is that we often offer luxury handbags at lower prices, making them accessible to new income earners. This is a key factor of the circular fashion ethos- rental and resale market– it really democratizes fashion and makes it a very attractive business model. “

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Always do your research

“When it comes to luxury materials, it is extremely important that you do your research properly. You really have to not jump on both feet, but spend a lot of time doing your research and making sure you know what you’re getting into to get started. We have horror stories about people who go to companies unprepared. One girl brought £ 40,000 worth of Birkin to someone who was just starting out in the industry, and they really ruined it. You have to really know your stuff. ”

Do one thing, do well.

“For us, because we specialize in handbag restoration, we thought it wise not to expand it. This is great advice for anyone looking to do something similar. The skills required for this type of job are very specific and customers need to be convinced that you are an expert in your field. ”

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The sustainable fashion platform, Renoon, launches a new site and app | Instant News


Renoon, a platform that helps customers find sustainable and ethical fashion companies, today launched a new website and app.

The Amsterdam-based fashion technology company enables shoppers to search for sustainable fashion using a variety of parameters, such as materials used, carbon neutral, vegan, blockchain tracking, used goods and rental, as well as learn more about the brand’s sustainability credentials. .

The platform is divided into five categories: environmental protection, human welfare, animal ethics, innovation and technology, and modern consumption – this last category includes things like slow mode.

The company’s patented technology automatically processes the sustainability features and certificates of the retailer’s fashion products and shares them on its website for consumers to browse based on those categories.

Only clothing that meets Renoon’s strict ‘sustainability framework’ will be displayed on its website, with the outline also displayed online so users can see how the clothing is rated as ‘sustainable’.

“We want to build the easiest and smartest way for people to find sustainable options in the best way,” said co-founder Iris Skrami at a press event that FashionUnited attended on Monday.

Skrami, who came up with the idea for Renoon while struggling to find sustainable dresses online for an upcoming party he attended, said that Renoon is giving shoppers back control when looking for sustainably.

“Changing the world as an individual is difficult, but with the right tools and technology it will be much easier,” said Skrami. “We understand better than anyone that style matters and we want to bring back the fun of fashion without guilt.”

Renoon initially ran as an invite-only platform targeted at consumers from the Netherlands, with the full version due to roll out at a later date but an undetermined date.

Renoon, who was chosen last year by Prada as one of the 10 most promising technology startups in the Fashion-Tech Startup Bootcamp program in Milan, is supported by figures from the top of the fashion and technology industry, such as the former chief officer of Gucci, Moleskin’s chief financial officer, and former Spotify managing director.

Irene Boni, former chief technology officer of Yoox Net a Porter Group, and also an investor, said what’s special about Renoon is that it allows consumers to see behind the company’s sustainability claims at what they actually offer.

“It’s really a way to get an understanding of sustainability and put it in the hands of buyers,” he said.

Renoon currently collects more than 1 million products from more than 200 partner brands on its platform, such as Stella McCartney, Vestiaire Collective, and Luisaviaroma Sustainable.

Photo credit: Renoon

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Fashion looks for meaning | Instant News


As 2020 turns to nightwear, deconstructing a pale fashion look only through the pandemic will offer the wrong story. Global lockdowns, store closings, the human cost of stalled production, the grim reminder that fashion is a discretionary purchase, is causing tremendous upheaval. But the metamorphic relationship between equality and exclusivity has finally picked one side. It changes fashion, as we know it, to fashion.

Shoes, clothes, bags, trends, celebrities, OTT series, glamor-spiked (virtual) events – nothing resonates unless marked with something meaningful. The Fashion Design Council of India (FDCI) starts a fund for craftsmen, celebrities talk about recyclable fashion, Meghan Markle hands over her royal tiara for free California skies and cropped pants, fashion magazines put doctors on the cover to convey courage, Gita Gopinath, the Chief The International Monetary Fund economist, was the cover girl for Vogue India in November. Not only that. Actor-singer Zendaya won the fashion visionary award at the Green Carpet Fashion Awards in Italy, for being “a pioneer in diversity, equity and sustainability”. Designers Mia Morikawa and Shani Himanshu of the Indian brand 11.11 / eleven eleven showed a film at the season liquid edition of Lakmé Fashion Week in October without a single fashion model. Instead, they show artisanal hands at work, from spinning hands to dyeing threads, showing off the journey of “seed to sewing” clothes. The NFC (close-up communication) button means transparency, helping to find the precise aim of spinners, dyes, weavers and craftsmen who make clothes.

What matters is the spirit of our time. Dignity and equality for those who are slaves in fashion production. Circularity is not a more-is-joy doctrine. Race and diversity-sensitive leadership and storytelling. A design that not only prioritizes natural beauty, height or good health. Clothing is made without toxic dyes and polluting materials, the manufacturing process is redesigned in a way that is socially just and environmentally safe.

The rise of dark stories

The pandemic has accelerated such a transition. But so is the Black Lives Matter movement in the West and the wise lessons of the exodus of migrants from Indian cities. Among the stark questions that producers and designers must answer are about the plight of migrants, some of whom are allied workers in the fashion industry. What is the true price of beautiful clothes when those who work the bottom rung find themselves unrecognized and homeless in an unprecedented crisis like this? An October report, entitled The State Of Circular Innovation In The Indian Fashion And Textile Industries, by Fashion for Good, a platform for innovation, collaboration and community, reported that the Indian fashion industry employs approximately 300 million people across the supply chain, 80% of them women. “As a center of production and a labor-intensive geography, worker empowerment is an important area of ​​innovation in India,” he said.

There is a wave of dark stories. Just last week, a report by the Washington-based Center for Global Policy found that more than 570,000 people from China’s minority groups were forced to work on cotton farms in the Xinjiang region, which supplies one-fifth of the world’s cotton. It said some of the most famous fast-fashion, sportswear and luxury brands took their cotton and products from China. In India, some skilled and unskilled workers (including minors) are part of an invisible supply chain for Western companies, where orders are sourced from vendors who outsource them to unverified intermediaries who “get the job done”. Fashion brands barely know the hands behind their bags, so let’s say, let alone track well-being, wages and working conditions.

However, not all of them can be put at the door of ignorance. Recently, The New York Times reported on the bankruptcy of India’s top designer Manish Arora, accusing his company of not completing partial employee dues, many of whom continue to work even as the business spirals out of control. Salary delays started in 2017 and some are still waiting to be paid.

Migrant life is a problem, women’s life is a problem, Dalits are a matter of life, farmers’ rights are a problem. And it all has to do with the materials, manufacture and supply of what eventually becomes fashion.

If you look at 2020 fashion through this prism, it’s a terrifying year.

Drumroll diversity

Ritu Kumar's campaign, 'Sama Cantik', represents four religions.

Ritu Kumar’s campaign, ‘Sama Cantik’, represents four religions.
(Ritu Kumar)

Over the past few years, after a number of top luxury and fast fashion brands – Dolce & Gabbana, Burberry, Gucci, H&M – were called in for producing culturally inappropriate clothing, corrective action saw more brands realizing there was a feeling of “awakening. in 2018, H&M announced its first diversity leader. In 2019, the Italian luxury brand Prada founded the Prada Diversity and Inclusion Advisory Council. Gucci also hired a new head of diversity, equality and inclusion.

But this year’s protests following George Floyd’s death at the hands of a police officer in the US, which added fuel to the Black Lives Matter movement, show a disconnect between claim and reality, in the fashion media as well. In June, Anna Wintour, global content head and artistic director of Condé Nast, the world’s most influential fashion editor, was called upon to “put women of color aside for years”. Wintour apologized for “publishing stories and images that were hurtful or intolerant”. Christene Barberich, editor-in-chief of fashion media site Refinery29, resigned after allegations of discrimination from employees. In August, black employees at Nike urged the brand to confront organizational equality issues before releasing the You Can’t Stop Us campaign, which featured top black athletes, including tennis star Serena Williams.

The results are just as important. Diversity concerns ushered in an unseen group of models on the catwalk and hitherto neglected professionals into the workplace, opening up new opportunities. Minor changes, but they are starting to downplay what was once the front runner in the game of fashion: elitism, exclusivity and privilege. According to the Diversity Report on the digital platform fashionspot.com, spring 2020 is historic due to the diversity of fashion weeks in New York, London, Milan and Paris. Of the 7,390 castings models in 215 main shows, 41.5% were color models.

Gaurav Gupta’s Indian fashion show, Name Is Love show, which opens FDCI’s India Couture Week in September, lined up on the catwalk – including size, gender, sexuality and age. Travel and lifestyle brand Nicobar chose an elegant gray-haired doctor, Gita Prakash, as the protagonist of Diwali’s fashion edit. Raw Mango Festive 2020 film and fashion campaign Moomal, shot in the hometown of founder-designer Sanjay Garg in Rajasthan, features 53-year-old actor Mita Vashisht. Kochi-based designer Sreejith Jeevan, founder of the ROUKA label, featured his mother Sailaja Jeevan in a sari campaign. Just last week, the fashion leader, Ritu Kumar, released Equally Beautiful, a campaign by photographer Bikramjit Bose, with actor Zoya Hussein representing the four religions.

Table for two

A muslin piece from Injiri by Chinar Farooqui, who didn't participate in the fashion week due to industry 'pressure'.

A muslin piece from Injiri by Chinar Farooqui, who didn’t participate in the fashion week due to industry ‘pressure’.
(Bible)

It is clear that consumers have become aware of the plight of garment workers, child laborers and other vulnerable groups in the fashion supply chain. Campaigns to end unethical practices and advocating a circular, recyclable, reusable and non-polluting fashion are creating the biggest change. They are making headlines in the fashion media now. The McKinsey State Of Fashion 2020 study, with the online publication The Business of Fashion, found that 55% of consumers surveyed expect fashion brands to pay attention to employee health in times of crisis. In a consumer survey for the India Sustainability Report 2020, a white paper by digital magazine The Voice of Fashion, 49% of respondents said they want to adopt sustainable practices, while 65% are willing to pay more for responsibly made fashion.

Together, fashion companies realign priorities. Kering, the parent company of Gucci, Saint Laurent and Alexander McQueen, released its first progress report on sustainability at the ChangeNOW Summit in January – on reducing emissions, suppliers and traceability of key raw materials. H&M has invested in sustainability into “100 percent circular”. India’s Aditya Birla Fashion Retail Ltd was named the Sustainable Company of the Year in 2019 in the 4.0 Sustainability Assessment and Award by Frost & Sullivan and the Energy and Resources Institute.

In India, the dialogue is inconsistent. Most clothing and jewelry retail brands were reluctant to be questioned. The majority of designers feel entitled to reject transparency surveys. Country artisans or weavers, one-half of the main duos who created the country fashion, remain disproportionately placed. From credit to copyrights to revenue and technological innovation, the game continues to gravitate toward urban designers and entrepreneurs.

The blank white cover of Vogue Italia in April, a first in the magazine’s history, was a response to the Covid-19 crisis. “White is rebirth, light after darkness …” said the magazine’s editor-in-chief, Emanuele Farneti.

Blank slate is a necessity of Indian fashion. To document the search for its meaning, go beyond busy crossroads in 2020. A sensitivity vaccine will help.

Shefalee Vasudev is editor of The Voice of Fashion and author of Powder Room: The Untold Story Of Indian Fashion.

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H&M And Adidas Join Partner Industry Consortium to Deliver Blueprints For Circular Fashion | Instant News


Changing the fashion industry from a linear ‘take, make, waste’ model to a circular model, where materials are continually recycled, is considered the ‘holy grail’ of sustainability. With global clothing consumption projected to increase to 63% 102 million tonnes by 2030, and clothing upgrades are sent to the appropriate landfill (Ellen MacArthur Foundation reports that $ 500 billion lost every year due to underutilized clothing and lack of recycling), achieving circularity becomes even more important. However, it remains elusive, with collaborative system changes across the fashion supply chain required to ‘close the loop’. The focus of the fashion brand to date has been on somewhat isolated initiatives, including encouraging consumers to repair and wear their clothing longer, clothing resale, rental and recycling. While consumer efforts are a positive step, Paris Agreement on Climate Change and Sustainable Development Goals (SDGs) demand solutions on a global scale to stop climate change and restore biodiversity within a certain timeframe, to meet agreed targets. The projected growth of the fashion industry and the resulting emissions and waste make a scalable circular fashion industry solution an urgent environmental imperative. But the level of industry-wide stakeholder cooperation needed to achieve circularity, and how will this be coordinated in a highly competitive market?

Creating a Circular Blueprint

Driven by the data cited above and the potential to ship textile recycling on a large scale, the Finnish biotechnology group Infinited Fiber Company has led a successful bid for more than € 6 million in EU research and innovation funding, to form a consortium to create an industry blueprint circular mode. Funding supports the 12-member New Cotton Project consortium, which includes Finland, Sweden, Germany, the Netherlands, Portugal, Slovenia and Turkey, to work together across waste management, recycling, retail, manufacturing and academia to set up circular fashion systems and businesses new. a model they hope will be used across the industry – and a significant reduction in fashion waste and environmental impact. What is very new about this project is that it brings together companies that are competing in the market, but also recognize that collaboration is needed to achieve circularity at the industry level. Industry giants Adidas and H&M are partners on this project and will work together to facilitate “the scale and volume needed to properly test this (technology),” Infinited Fiber CEO Petri Alava said in a recent video call. Representing Fashion For Good, which facilitated stakeholder collaboration throughout the project, was Kathleen Rademan: “What we (at FFGA) note is, to start something like recycling chemicals, it takes more than one brand. ”

Consortium Partners

Over the course of the 3 year project, Infinited Fiber will supply 3 tonnes of their cellulosic carbamate fiber (recycled from textiles, cardboard and other high cellulose content waste) to H&M and Adidas, for use in their partner factories and manufacturers, Inovafil, Textina and Kipas. , which are already operating in the brand’s supply chain. The mill will spin, dye, knit and weave the fibers into yarn and fabrics (single jersey and denim) for use in the brand’s commercial fashion products. H&M and Adidas will get consumer feedback about the product over their lifecycle, and at the end of its useful life, the return scheme (which H&M explained to me via email is still in the early planning stages) will get the product into a sorting facility, and from there, it becomes raw materials chemical recycling or resale channels, depending on the quality of the clothing.

On the waste handling and processing side, a number of consortium collaborators will undertake ongoing data collection and analysis to determine the new workflows and processes required to generate circularity on a large scale. The Netherlands-based Frankenhuis will sort and pre-treat textile waste, while the Southeast Finland University of Applied Sciences (XAMK) will develop technical solutions for sustainable processing of textile waste fibers for pre-treatment. REvolve Waste’s role is to collect and manage textile waste data to estimate the availability of raw materials in Europe and determine the class of used textile waste. On the consumer and business retail side, RISE (Swedish research institute) will carry out sustainability and techno-economic analysis with Infinited Fiber Company, in addition to managing eco-labeling for projects and subsequent fabrics and garments. Finland’s Aalto University will analyze project-generated ecosystems and circular business models at a more macro level, aiming to determine the most viable business model.

Legislation regarding recycled textiles

The size and complexity of the project is clear, and EU funding to drive the initiative is clearly of great importance. Commercial businesses face unique challenges during a global pandemic, so such an ambitious project would need grant funding taking into account environmental targets across sectors. In fact, during our discussion, Kathleen Rademan and Petri Alava both mentioned potential EU regulations for mandatory recycled content in textiles, but Rademan stated: “We don’t bet on the law, we support innovation,” demonstrating their commitment to ensuring that Infinite Fiber technology achieves global commercial viability. In terms of motivators for fashion companies, Rademan says “brands are becoming more aware of (impact) reporting. It’s top down (SDG, carbon targets, recycled content targets) and bottom up (listening to consumer sentiment and demonstrating it through products).” newly founded Fashion Pact (H&M and Adidas are both signatories) requiring company-specific validation Science-Based Targets about reducing emissions, and being involved in achieving circularity on a large scale makes a lot of sense.

Environmental Impact Pricing that Allow Circulation

When discussing with Aalto University Professor Kirsi Niimimaki, he outlined their role in leading “ecosystem development,” in which they will create a way for consortium members to share information within an interdependent and collaborative framework that defines value creation beyond money. “We firmly believe that when we move to a circular system, the supply chain has to be much more transparent – we need more information. If it is possible to build this transparent data system, the information can become part of the business (decision making) and part of the pricing system. “Niimimaki suggested that such data collection would facilitate joint Life Cycle Analysis (LCA) and carbon footprint data, meaning that environmental impacts” could then be included in the pricing system. “This would be revolutionary in an industry where opacity maintains a robust product pricing system. completely separate from data on resource use, waste, and emissions. It can also be very important in highlighting the environmental impact that fashion has on developing countries, where most of its manufacturing is done. The scope of this project is entirely in Europe, but it should be noted that most of the global clothing production is in China and Bangladesh. I am declaring this not to diminish the importance of this project, but to say that it will not produce an immediately implementable global blueprint solution, but will pave the way for it.

Reduction of the Environmental Impact of Circularity

Before the new circular mode system was implemented as a result of this project, it was important to quantify the environmental benefits expected from Infinited Fiber and the sustainable recycling method. What is the lifecycle of an Infinited Fiber fiber-based product compared to a pure fiber product, and is Infinited Fiber more ‘sustainable’ than a plant-based chemically synthesized fiber, such as viscose? Infinited Fiber recently completed an LCA based on their current pilot operation. In an optimal scenario where production occurs in a modern factory powered by renewable energy sources, the carbon dioxide equivalent (CO2e) emissions from the production of cellulosic carbamate fibers are calculated to be below 800 kg / tonne of fiber generated from textile waste. For comparison, research shows that the viscose fiber carbon equivalent emission in a modern European facility is around 1,200 kg / tonne and as high as 5,300 kg / tonne if produced in China, powered by coal. Hence, fundamental to the success of this circular system is the parallel development of a global green energy infrastructure. In a timely announcement this week, British Prime Minister Boris Johnson is committed to radicalism green energy innovation plan and ban the sale of fossil fuel-powered vehicles from 2030. The next president of the United States, Joe Biden, has already done so committed to re-entry into the Paris Agreement when he took office, reaffirming US commitment to environmental policy.

The New Cotton project itself will also include an LCA analysis that takes into account the entire value chain, from raw materials to fiber, yarn and garment production, and end of life. In order to survive, Alava explained to me that Infinited Fiber’s market share must rival the market share of viscose, which currently stands in about 7% global fiber production. Infinited Fiber is in discussions with two Chinese companies interested in licensing their recycling technology, offering promises for their global expansion goals. However Alava admits that the fashion industry is “relatively conservative … so we’re not sure the industry is ready to invest in this”. Undaunted, Alava said they were exploring other business models that could turn themselves into large-scale suppliers.

Since conducting interviews for this article, H&M and the chemical recycler of cellulose Renewcell has announced a multi-year partnership in which circulose pulp will be supplied to brands to partially replace the use of pure fiber. But to transform coiled materials across the brand’s broad product line, more than one recycled cellulose supplier would be needed, they said. Nellie Lindeborg, who manages Assortment Sustainability for the group said: “We have always wanted to expand and diversify our material portfolio for use across the group.” He highlighted that the cellulosic carbamate is unique to the Infinited Fiber Company, as it provides fiber ready for spinning, rather than pulp which still needs to be processed into fiber. H&M is investing in the company in 2019 through their CO: LAB, and Lindeborg adds that “their overall goal is for the entire industry to benefit from the wider availability of these materials”.

With Infinited Fiber Company’s view on the global scaling of their technology, the results of this three-year New Cotton Project, which ends in September 2023, will (at least partially) define their business model. As engineers and instigators of the first end-to-end, multi-stakeholder circular fashion blueprint, the health of our planet hinges on their success.

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How Are Fashion Brands Making Progress? | Instant News


This day marks the only nationally recognized recycling day in the US, dubbed American Recycling Day.

With the aim of encouraging more prudent consumption and responsible recycling, this national awareness day works to address growing consumer concerns about the long-term and environmentally friendly sustainability of everyday goods.

There are clear financial incentives for brands to make this effort: IBM survey data shows that 69% of environmentally conscious buyers are willing to pay a high price for recycled products.

That’s good news, considering there is still a lot of room for progress – especially when it comes to circular modes.

If you ask Alden Wicker, a journalist and founder of sustainable fashion EcoCultThe fashion industry still has a long way to go in terms of more responsible use of recycled materials and production.

“Brands say a lot, but few are supporting their marketing with firm figures on the progress being made,” he said. “We need industry-wide regulation. Voluntary action based on consumer sentiment doesn’t work. “

This call to action is tied to one of the three main pillars of American Recycling Day, which encourages brands to create products they are made with recycled materials.

In the apparel sector, selected footwear brands stepped up to this particular challenge and found inventive ways to take advantage of more circular manufacturing methods.

Footwear brand Avre, for example, integrating recycled plastics into the shoe-making process to prevent them from entering landfills and oceans.

Other footwear brands invest significant R&D to create performance-level products using coiled materials.

Footwear brand see spent five years developing the Condor running shoe – a second iteration made from 57% bio-based and recycled materials.

Style created in partnership with Rick Owens manufactured in southern Brazil: 3D knit shoe uppers are made from 100% recycled plastic bottles while the sole is 46% sugarcane, 8% banana oil and 3% natural cork combined with 30% Amazon rubber and 31% waste rice.

Also in vertical running shoes, HOKA ONE ONE recently introduced the Challenger ATR 6, which is made using recycle Unifi Repreve thread in primary nets and collars – material derived from post-consumption plastic waste.

Salomon is also working on running shoes that are 100% recyclable: Index. 01.

Slated for release in Spring 2021, the Index.01 features a sole made of a nitrogen-infused TPU-based foam called Inifiniride, which can be ground into small pieces and recycled when the shoe reaches the end of its useful life.

To recycle the shoes, owners simply send their used shoes to the nearest collection center via a prepaid shipping label from the brand where they are washed, unpacked and recycled.

Long-time players in this space are also taking part, despite the uncertainty created by the 2020 ups and downs so far.

For example: Pioneer in footwear sustainability TOO is deepening its commitment to sustainable production, recently releasing its first sustainable sneakers called RPPL.

RPPL sneakers are made from recycled plastic bottle yarn and lake algae, while the sole is formulated with BLOOM foam, a low-carbon material derived from lake algal biomass.

From a consumer perspective, this recycling-focused production effort is a step in the right direction – but measurable reporting of the results of these efforts and greater transparency will be critical as buyers look deeper into environmental claims.

Consumers have to step up and do their part too – meaning accepting that products made from recycled materials frequently more expensive.

“Are buyers willing to pay higher prices for sustainable goods?” asked Wicker. “I think they would if they could find out exactly what sustainability means, which items are more sustainable, and by how much.”

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