Creativity is linked to
sustainability
Stella McCartney has set the difference and created a
movement with her sustainable fashion approach, the harmless and respectful products
are consciously made at every production stage, making sustainability part of
the band’s culture and benefiting each member in the chain. She has taken fashion
to a higher level with innovative alternatives and eco-friendly solutions, that
project a look into the future and what is to come for the fashion industry. She is aware of global issues, the environment
and our surrounding, but finding a connection between these factors has been
key to her life and business. Sustainability is part of the company’s values
and is reflected in its employees who address this factor in all its immensity,
since the importance of building a sustainable supply chain to educating
consumers about garment care, all stipulated in the company’s sustainable manifesto.
I have chosen to talk about Stella’s commitment of using
recycled and innovative materials such as polyester from water bottle waste and
cashmere from pre-consumer manufacturing waste because producing with normal materials
coming from animals has created the biggest environmental impact. For instance,
it takes four goats to produce enough fiber to make one single cashmere
sweater, therefore farmers have increased the number of animals in their herds
however it comes with a price. While grazing, goats damage the soil surface and
prevent new grass from growing, leaving land death and decertified. This is a big
issue as soil is a main resource for living and there are communities that completely
depend on agriculture. Stella McCartney has stopped using virgin cashmere to
move to a regenerated one made from post-factory cashmere waste in Italy. This
proposal has significantly make a difference in the production of cashmere by
reducing the environmental impact, improving working conditions for farmers and
offering new possibilities to obtain high quality materials.
Furthermore, the company is conscious about the amount of plastic
waste going into landfills where it takes centuries to decompose, they have
expressed and placed into action their idea that synthetic materials as nylon
and polyester should be recycled in order to create a circular and restorative
system. Stella McCartney has switched from using virgin nylon to a regenerated
nylon, which has the same quality, but comes from industrial plastic waste or
fabric waste and fishing nets from the ocean. Successful collections of bags
and outwear, such as Falabella GO, benefit from the use of this sustainable method.
Besides, their polyester is also made from recycled plastic water bottles taken
from the highly contaminated oceans. It is important for brands to adapt to these
solutions as it is crucial to help protect and preserve our oceans and marine
life because human health depends on this resource and it is an issue to be
aware of. Stella McCartney hasn’t done all of this by herself but with the help
of great platforms like ECONYL and Re.Verso, the same way other brands can take
action by partnering with environmental associations like Parley for the oceans
to help them raise awareness and adjust their practices to more ethical solutions
that leave a small footprint on earth.
Through every season Stella McCartney has successfully
embrace the challenge of being sustainable across all business activities in
order to build a stable business for a long term, officering the customer aesthetic
high quality products that would last for many years. The company has set an inspiring
example that is being taken by more brands every day, they should seek and support
new technologies that will enable them to find solutions for sustainable
materials and practices. Stella McCartney has done a great job by redefining
waste and showing us that it is possible to have a different and healthy system.
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