Adidas and Stella McCartney launch new line to promote eco-friendly fashion

Adidas has revealed a new clothing line with Stella McCartney which aims to focus on the importance of protecting nature.

In keeping with Adidas’s pledge to increase sustainability, the new AW18 line will include eco-friendly fabrics such as recycled polyester, organic cotton, and recycled ocean plastic.

Stella McCartney said: “More than half of our apparel and a third of our footwear in AW18 are made with eco-innovative and recycled materials.”

The line is designed to allow female athletes to exercise in any weather conditions. The clothing pieces will feature nature-inspired prints which act as a reminder to look after the world we live in.

In addition, last week, Ms McCartney unveiled the new sustainably designed ‘Loop Sneakers’ on her Instagram page, which are also recyclable.

Ming Xi, supermodel and global ambassador of Adidas by Stella McCartney, revealed “I am really inspired by the brands ambition to make a difference and its devotion to sustainability.”

Adidas launched a ‘Sustainability Roadmap’ along with 2020 targets which include reducing waste, water and energy at their strategic suppliers by 20 per cent.

Alongside this, Stella McCartney has promoted the idea of circular fashion to reduce waste in the industry. Earlier this year, she spoke of the urgent for the fashion world to address the problem, saying the level of material being produced was “swamping the planet”.

The textile industry is an important sector in the world’s economy and presently little is done to ensure sustainability; less than 1 per cent of clothing is recycled into new clothes. The idea of circular fashion is being introduced to address this to work towards a more sustainable future.