The movement towards sustainability has accelerated in recent years, correlated with public awareness of environmental issues. There has been a subsequent shift in consumer priorities and values. Younger generations are striving for a sustainable transition from consumer goods. Their purchasing power, their needs and their sense of socio-civic responsibility push companies to adapt to environmentally friendly alternatives.
Millennials and Generation Z are struggling with the adverse effects of the climate crisis, including famines, water shortages, extreme climate change, rising sea levels, and unrest in destabilized societies. Major brands and corporations are taking responsibility and aiming to integrate environmental, economic and social issues into their business operations.
Brands like Nike, Adidas, and Gucci are improving their manufacturing processes to cater to a smart, skeptical group of young consumers with long lives to live, money to spend, and green issues to solve.
Here are some recycled and sustainable products to add to your basket
Nike Flyknit Running Shoes
To meet the needs of runners who want a comfortable shoe that fits like a sock, Nike designed Flyknit in 2012 – a fundamental breakthrough in sustainable innovation. After working on the technology for nearly a decade alongside designers, engineers and programmers, Nike has developed a fabric that fits like a sock, without compromising the support and durability needed for athletic activities.
Nike has found innovative ways to minimize its carbon footprint and transform its manufacturing process by switching to recycled polyester to create these Flyknit shoes.
The Flyknit process weaves knitted strands of yarn together to form a seamless shoe upper, allowing for millimeter-precise engineering.
According to the company, the Flyknit shoes have significantly reduced material waste by using digital knitting technology, rather than traditional cut-and-sew production, which produces a lot of scrap.
In an effort to double its business while halving the company’s environmental impact, each pair of these shoes is made from materials equivalent to six recycled plastic bottles.
Founded in 2015, Los Angeles clothing brand Reformation is an ethical, “slow” fashion company that advocates sustainability and climate positivity. The brand hopes to lead by example and inspire customers to join this critical movement, through its environmentally friendly interventions. Her clothes have been worn by many celebrities such as Kendall Jenner, Kaia Gerber, Blake Lively, Taylor Swift and Hailey Bieber to name a few.
With eco-friendly products like the ‘Glenna Cashmere Sweater’, made from 90% recycled cashmere and the ‘Upcycled Patchwork High Rise Straight Jeans’, made from 57% regenerative cotton and 43% Tencel Lyocell , Reformation clothing inspires people. switch to slow fashion.
Its 100% recyclable ‘circular Ref Jeans’ are made from fabric scraps that would otherwise end up in the trash.
Breitling Khaki Outerknown Econyl-Yarn Watch Strap
Breitling is a Swiss luxury watch company based in Grenchen that was founded in 1884 by Léon Breitling in Saint-Imier, Switzerland. The brand is known for its precision chronometers designed for aviators.
Besides watches, the watch company also produces colorful, eco-friendly watch straps co-designed with Kelly Slater’s surfwear brand, Outerknown. Exuding a fashion-forward look while offering durability, these one-piece watch bands are crafted from Econyl yarn.
This fabric is an innovative material reused from nylon waste extracted from the oceans. With a host of bright colors to choose from, their Outerknown Econyl yarn straps are perfect for your summer adventures.
Parley X Adidas
In 2015, Adidas partnered with an environmental organization, Parley For The Oceans, which focused on preserving the oceans and reducing contamination threats. The brands have worked in collaboration to transform the waste generated by marine pollution into sportswear and have also launched clothing and footwear. They have brought together high performance technology and sustainable materials, to create products made entirely from recycled ocean plastic and gillnets.
The brands have tackled some of the biggest and most tangible threats to the marine environment and presented them to a global audience.
Each Adidas Parley sneaker reuses approximately eleven plastic bottles that would otherwise end up in the oceans. The color palette of this collection reflects the environment, which the brands aim to preserve. It features sea foam blues, deep greens and a spectrum of navy blue.
ReNew Collection by Everlane
Everlane, the San Francisco-based direct-to-consumer fashion retailer, launched ReNew in 2018. It’s a collection of women’s and men’s down jackets and fleeces made entirely from recycled plastic water bottles. Everlane is also committed to eliminating all virgin plastic from its supply chain.
“Starting with the ReNew Collection, all virgin polythene bags used to ship products will be removed and replaced with re-newed polythene bags made from 100% post-consumer recycled plastic,” the brand said in a statement. 2018 press.
In 2019, Everlane also collaborated with The New York Times to help raise awareness about climate change and sustainability.
Combining exceptional comfort, innovation and sustainable design, Rothy’s is a direct-to-consumer fashion company based in San Francisco, which was founded in 2012 and launched in 2016 by Stephen Hawthornthwaite and Roth Martin.
Made from 100% post-consumer plastic, this brand’s lightweight washable flats and loafers also feature foam components in the insoles, which are recycled from other second-hand shoes. The company has recycled more than 50 million plastic water bottles since its brand was founded. Rothy’s durable flats are made manually as well as on 3D knitting machines.
The brand also branched out into handbag manufacturing in 2020 and opened additional stores in Washington, DC, Boston and New York.
Launched by L’Oréal in 2018, Seed Phytonutrients is a clean beauty brand on a mission to create hair care and beauty formulas that are safer than fashionable, and ensure minimal carbon impact on the planet. The brand’s products were taken over by the cosmetics giant Sephora in less than a year of its production.
Products are packaged in shower-safe bottles made from 100% post-consumer recycled paper. It also features a post-consumer recycled plastic liner.
The body and hair care brand offers products that are vegan, paraben-free, gluten-free, sulfate-free, and made with organic, locally sourced agricultural ingredients.
As part of their green and circular initiative, the shampoo and other bottles reveal a small surprise packet containing various heirloom seeds at the bottom after the product is finished. This was done in conjunction with Hudson Valley Seed Company to preserve seed diversity. Consumers can plant and grow these seeds in their home gardens and further contribute to a circular ecosystem.
Gucci off the grid
Designed for conscious and environmentally conscious consumers, Gucci Off The Grid was launched in 2020, as part of Gucci Circular Lines, the house’s initiative for circular production. The collection uses recycled, organic, bio-based and sustainable materials to make packing cubes, laundry bags, backpacks, purses, hats and shoes.
Accessories are designed for the contemporary and stylish traveler, with a mission to bring about positive change and secure our collective future. The collection is made from materials such as ECONYL regenerated nylon, which is derived entirely from pre- and post-consumer waste, including fishing nets and discarded rugs.
Gucci’s sustainable collection makes good use of plastics and harmful waste, which otherwise risks ending up in landfills. They regenerate this waste into a new high quality yarn.
(Main and featured image: Courtesy of Adidas)
This story first appeared on Lifestyle Asia Kuala Lumpur