Renowned for her efforts in sustainability, designer Stella McCartney is taking her company’s environmental efforts one step further with a new partnership with Parley for the Oceans, which is a network of creatives that dedicate themselves to the health of oceans and marine life. Since 2015, Parley has developed several strategies directed towards a cleaner ocean–one being its innovation called Ocean Plastic™, a recycled yarn fiber made from plastic objects found in the ocean such as fishing nets, debris, and bottles.
The McCartney brand has always labeled itself as vegetarian, and has set the standard in the fashion industry for its use of alternative materials to fur, leather, skins, and feathers. In its new partnership, the brand is now committing to using Parley materials to replace any woven garment or recycled polyester and, in turn, plans on developing it further into shoes, handbags, and outerwear.
Per The New York Times, McCartney dispels any concern that the Parley materials will challenge the luxuriousness of the brand. While once considered trash, such materials are, for her, a statement of a kind of luxury found in being truly environmentally conscious. She says, “Is a recycled plastic ever going to be something people think is a luxury? If they don’t notice it and if they feel that living on this planet longer is a luxury, then yes, to me that’s my idea of luxury.”
For Cyrill Gutsch, founder of Parley Oceans, the alliance with McCartney promises not only an environmental change, but an industry-wide one too. “We are at war with the oceans, Gutsch says. “And if we win, we lost it all. It’s time to make peace between mankind and the sea. No social group is better suited for this challenge than the creative class. Stella McCartney is not only a fantastic designer, she is a pioneer of creative activism. Her work has changed the industry. She will expedite our strategy of making Ocean Plastic™ the new standard for the fashion and luxury industry.”
By taking an active part in the conservation of the earth’s oceans, the duo aims to raise awareness to the estimated 8 million metric tons of plastic waste that gets distributed into the ocean each year and to ultimately challenge the way the business of fashion recognizes the health of the planet.
McCartney’s collaboration with Parley is set to begin sale in July. The actual material change of the garments will be subtle, only noticeable on the tag.END
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createdAt:Wed, 07 Jun 2017 17:22:28 +0000