Until relatively recently brands could afford to choose an environmental position: whether they wanted to take care of the environment or not, whether they want to talk about their eco-projects, but now there can be no two opinions.
Now customers dictate what good manners are. Brands have no choice but to be environmentally responsible and even better – to create a product that allows affecting ecology positively because it is made from recycled materials. We have collected several major brands that have managed to create an interesting and competitive offer in such an area as recycled ocean waste products.
In 2015 Adidas announced the creation of a prototype of sneakers printed on a 3D printer using materials from recycled plastic waste collected from the oceans. The project was presented as an initiative in partnership with Parley for the Oceans, an organization that protects the ocean from waste. The upper part of the sneakers is made of recycled plastic and the lower part is made of polyester, mainly derived from fishing nets.
The eco-sneakers went on sale in 2017. In 2018 was launched a new model Adidas x Parley; the company reported that it has already sold more than 1 million pairs of such sneakers. Totally 11 plastic bottles are needed to create one pair of sneakers.
Stella McCartney is a pioneer among environmentally responsible luxury brands. She was one of the first in this area and set many trends – eco-friendly production, eco leather, eco fur. Polyester and nylon are recycled for Stella McCartney’s collections too. Stella participated in partnership projects of many environmental organizations, including projects to protect the oceans with «Parley for the Oceans».
Another pioneer of environmentally responsible fashion is Patagonia; it specializes in outdoor clothing. In 1993 the brand launched fleece production from recycled plastic bottles. The collection of fleece, shorts, and jackets made of recycled plastic is called Re///collection.
Now Patagonia clothes also use recycled polyester, wool, and fluff.
The brand was created a few years ago and it was immediately customized to the concept of environmental protection. The entire brand’s (which is mostly specialized in sports tops and leggings) clothing is made of recycled materials. First, the collection was made of recycled plastic containers. For one pair of leggings, for example, 25 bottles are required. Later, the «Lite» collection was presented. The material for its creation was recycled fishing nets
In January Officine Panerai has introduced new watches that can give an unusual experience of care for the environment. It is about Submersible Oceans Saving. The main goal of the project is to help to solve the problem of plastic in the ocean. The straps for watches are made of recycled PET plastic (it takes three plastic bottles to make one strap), but that is not all: the watch case is made of recycled titanium, otherwise known as EcoTitanium. The project has produced several series of watches.