Stella McCartney became one of the most innovative designers of her generation, before she’d dressed Olympics and A-listers, and Meghan Markle in that white halter-neck reception dress that set the internet on fire. Like her parents, she decided not to use fur, leather or feather in her creations. Its very difficult for the designer to refuse to use leather in her designs, because the highest number of profits come from leather shoes and handbag. In 1995, when she was studying in design school, she had to face the difficulty of making the collection of 8 looks each with footwear. But she found a shoemaker willing to help her eight pairs in animal-friendly fabrics to match her collection.
“I get frustrated that 90 per cent of environmental issues mentioned in fashion are marketing” Stella McCartney
The British designer, Stella McCartney has partnered with Adidas to develop the first 100% recyclable hoodie, made by a commercial brand, which she hopes will inspire the industry to develop circular solutions. (Vogue Business, July 19). “The collection is a fantastic marriage of technology, sports performance and fashion,” the designers grins. (Vogue, July 19).
“Clothes are not going anywhere until Jeff Bezos chucks it all out into space — which isn’t necessarily the right thing either.”
The “Infinite Hoodie” is the result of a partnership between the two companies and Evrnu, a research which is said that it converts the post-consumer waste cotton into a pulp that can then be converted into a yarn. It is also known as Econyl, which is one of the biggest name in the sustainability game, where they regenerates nylon waste from landfills and oceans into a material that can be recreated and remoulded again and again. (Vogue, July 19). The Evrnu is the technology where the material will be made completely new, where else other brands have tried to upcycle or reuse the waste. (Vogue Business, July 19 ). This technology is 0% waste because it is believed that recycled polyester, nylon and knit pieces are nearly zero waste (Vogue, July 19), and it also guarantees that the material made using this technology and the original material will not be distinguishable, so the consumers will not compromise in the feel and performance of the product. Evrnu’s proves that repurposed fashion is viable and that we can end the concept of waste. (Vogue, July 19).
James Carnes, Adidas Vice president of strategy creation says that the materials are to be remade(Reuse), we won’t want them not to be remade. (Vogue Business, July 19). McCartney says their will only be 50 editions of the sweatshirt will be produced.
McCartney and Adidas also announced their collaboration with Bolt Threads, a California Textile innovation firm, where she has worked previously. They will produce the tennis dress made of blend cellulose yarn and Microsilk, the prototype piece is designed to biodegrade like a real silk rather than synthetic. (Vogue Business, July 19).
McCartney decided to produce a recyclable sweatshirt through her 14 years partnership with Adidas because it had the potential for greater accessibility. The designer says “The minute I design anything, I’m potentially creating in some kind of waste the planet doesn’t need and also adds that she can also show alternative to someone which they will follow”. (Vogue Business, July 19). She says “ I might have bought the design and Adidas might have brought the sports knowledge, but Grimes brought the creativity,”.
- Alice Newbold, 15 July, 2019, Vogue. Stella McCartney On Pushing Adidas To Create Its Most Sustainable Sportswear Collection Yet. https://www.vogue.co.uk/article/adidas-stella-mccartney-autumn-winter-2019
- Maghan McDowell and Katerina Ang, 5 July, 2019, Vogue Business. Stella McCartney:” Clothes are not going anywhere”. https://www.voguebusiness.com/technology/stella-mccartney-adidas-evrnu-sustainability
