WHAT'S THE STORY
Do B e t t e r – G r e e n ovat i o n
THE GOOD NEWS
Although it is still a long way from the world’s second dirtiest industry to a white vest, the fashion industry has finally understood that sustainability is a completely logical strategy for the future. These businesses lead by example! Photos: Manufacturers
Shoes made of renewable materials can seemingly also create a unicorn. Allbirds is the irrefutable proof!
BAAAH The ladies in Stella McCartney’s shop window are destined for the compost heap: sustainable mannequins by Bonaveri.
BIO MANNEQUINS
Bonaveri. It is no secret that Stella McCartney is fully committed to environmental protection. Sustainability is a top priority at the new flagship store on Old Bond Street. The shop exclusively uses the completely biodegradable mannequins (dubbed “B Plast”) by Bonaveri. The leading Italian manufacturer relies on sugar cane derivatives. The mannequins are painted with yet another innovation: B Paint. It is a natural colouring made of organic and renewable ingredients. Bonaveri, Renazzo di Cento/Italy, bonaveri@bonaveri.com, www.bonaveri.com
STEP BY STEP
Allbirds. Silicon Valley is known for innovative technology and creative nerds. Recently, the IT stronghold started turning its attention to fashion. Sheep and unicorn lead the way. In this case, the latter doesn’t refer to the mythical creature, but to a start-up with a valuation in excess of one billion US Dollars: Allbirds. The shoe company was founded in 2015 and is committed to comfort, design, and sustainability. To this end, Allbirds relies heavily on renewable raw materials such as wool from merino sheep, sugar cane, and eucalyptus fibres. Merino wool shoes? An ingenious move: the material keeps the wearer warm, cools, and even protects from moisture. After all, the skin of sheep doesn’t get wet in the rain either. The average price for the wool runners is 95 US Dollars. They are currently sold via the brand’s own e-commerce channels and in stores in San Francisco, New York, and London. Allbirds, San Francisco/US, help@allbirds.com, www.allbirds.com
Martina Schmidl, Managing Director for Germany, Austria, and Switzerland at American Vintage “For American Vintage, we are currently working with a new certified jersey production facility in Portugal, as well as with newly developed washing machines that significantly reduce the incredibly high water usage during manufacturing. In addition, parts of our collection are already made of organic cotton. We also use glass bottles instead of plastic ones in our showrooms, refrain from using non-recyclable packaging for catering, and consciously reduce paper consumption. These are our first steps on a path that we want to follow consistently.” 088
style in progress
