Verwant’s Post

It's inspiring to see more and more brands taking steps to prioritize sustainability without compromising their brand values. Big shoutout to lululemon and JCrew for leading the way in this space. Check out this article to learn more about the major changes JCrew is making to follow in lululemon's footsteps. https://lnkd.in/g2bCgHkW

Let’s plug the “maths” into a digital product passport that captures full lifecycle LCA and make it verifiable, then the investigation into greenwashing is a sinch. And brands will then need to be truthful and customers can be better informed. But I also think the Digital Product Passports will help customers to have more trust in the “system”. When governments legislate and enforce it will have enormous positive effects on our ability to trust again. I hope 🙏🏼 reducing greenwashing, hold verifiable data and communicate this to customers and sorters to make safer feedstocks ♻️ Circlolink. Digital Products Passport via RFiD THREADS®

2024 is an important year for adidas. As well as reaching 75 years old, the sportswear giant is gearing up to make significant sustainable strides as it looks to deliver on ambitious 2025 targets. Committed in the long term to being climate neutral by 2050, Adidas has put in place ‘stretch targets’ – 2025 goals focused on topics most material to the company and its stakeholders. Among these – to achieve climate neutrality in its own operations and an absolute reduction of Scope 1 and 2 GHG emissions by 90% – along with GHG emissions reduction of 15% per product. What’s more, by 2025, nine out of 10 adidas articles made by adidas will be sustainable. “Our company has set very clear targets on what we want to achieve, and we will do exactly that,” says CEO Bjorn Gulden. “This industry, and especially adidas has done a lot of good stuff for the planet over the last 30 years.” #Adidas #sustainability #circulareconomy #sportswear

My 2 Cents on the Adidas Episode and Its (Possible) Implications for Sustainability 🌍👟 1. Seriously??? No One Thought About This? 🤔 How could no one at Adidas—from creatives to managers—consider the implications of their actions? Given their history with antisemitic issues, this oversight is shocking and highlights a gap in sensitivity and awareness (if it's true and not quite the opposite, as in "every publicity is good publicity," so it was even intentional). 2. Public Outrage Could Matter 🗣️ Was it truly the public's anger that led Adidas to apologize and cancel the campaign? If so (which I am still not 100% convinced of), it shows the power of consumer voices. We talk about it all the time, but this is a live example of its possible strength in a quite short amount of time. 3. WHAT IF? What if this accountability were applied to sustainability issues. What if consumers were equally outraged by unsustainable practices and demanded change? 🌱 For example: Demanding Dynamic Pricing in Supermarkets 🛒: Public pressure could push supermarkets to adopt dynamic pricing to reduce food waste. Demanding Ethical Sourcing 🔍: Insist on transparency in supply chains and fair trade practices. Demanding Sustainable Packaging📦 : Demand that companies use recyclable and biodegradable materials. And the list could just go on... 💪🌍

Swiss sportswear brand On unveiled its comprehensive 2023 Impact Progress Report. The report not only highlights the strides the company has taken and tracks its progress, but also illustrates its commitment to continuous improvement, acknowledging the challenges faced and showcasing the initiatives set up to drive progress on social and environmental impact. As a front-runner in sustainable sportswear, they are committed to driving positive change in the industry. This commitment is reflected in their latest impact progress report, where On outlines a series of expanded and more ambitious goals to better address the increasing scale of their operations and the heightened expectations of stakeholders. The report also details how the company is redefining its impact strategy and investing in its Environmental, Social, and Governance (ESG) team and initiatives to deliver a more significant impact on people and the planet. Their revised Sustainability strategy is https://lnkd.in/exPT7rAh #InsightUpdate

The results are in... 👇 ... we’re proud to announce that PUMA has ranked 1st out of 250 major fashion brands and retailers in Fashion Revolution’s latest report, 'What Fuels Fashion?'. Brands and retailers were evaluated based on their level of disclosure on climate and energy-related data in their operations and supply chains. PUMA received an overall score of 75%, making it the company with the highest overall score. While we celebrate this achievement, the report also serves as an important reminder: our industry still has a long way to go in meeting global climate targets. As our Chief Sourcing Officer, Anne-Laure Descours, puts it: “While we feel honored to be recognized for our transparency and decarbonization efforts, we believe that the report should also be seen as a wake-up call. More needs to be done to get stakeholders to work together to decarbonize our industry and supply chains. We need to find solutions to achieve our climate goals together.” As we move forward, we’ll keep raising the bar, working as a team to be #ForeverBetter 🤝 #WhatFuelsFashion #FashionRevolution

Is lululemon greenwashing? That’s the legal claim being investigated by the Canadian advertising authorities after an investigation and complaint by Stand.Earth. While Stand.earth’s investigation covers more than just the complaint that they’re greenwashing by saying they’re good for the planet while their emissions rise. It’s a great investigation that’s worth a read. To answer the original question; yes they are. And so are most large fashion businesses that are still plugging net zero pledges by 2030. Rising sales of synthetics, even if you’re switching to recycled synthetics, that are made thousands of miles away from where they’re sold with large bulk orders that you recycle when you can sell it, makes emissions rise. It’s just maths. And I get the impression that many businesses expected some sort of miracle by this point that was going to help them achieve their goals. Sadly there isn’t enough money openly available for innovators anymore and prices are rising. The only thing that’s going to stop Lululemon’s emissions from rising is to make less stuff. #sustainableapparel #sportswear #esgstrategy

WHAT NOBODY TALKS ABOUT: THE OTHER SIDE OF THE ADIDAS GERMAN TRICOT BUSINESS As announced yesterday, it's impact and awareness week. So I thought let's start with something a lot of people resonate with. The UEFA EURO 2024 And adidas Bought your German tricot already? Currently selling for €100. Made out of 100% (recycled) polyester. According to their webshop, it is in high demand. 1,280 people bought it in the last 24 hours only. But here are three things I bet you never thought about: 1) If the German team looses or fails soon, this merch becomes obsolete and the millions of tricots pre-produced will sell for a much, much lower price. All that is not sold will end up in landfill and be thrown away. Over-production at its best. 2) Polyester is nothing less than plastic. Plastic is made out of oil, a scarce resource on our planet. Synthetic fibers are responsible for 35% of the World's microfibers in our oceans. Every time these 1,280 people from the last 24 hours wash their tricot, they release 70,000 microfibers x 1,280 tricots into our wastewater. 3) Synthetics are usually cheap fibers that quickly cause bad sweat odors. So after each use, people wash the tricot. That causes a waste of water, detergent, time and energy. Our 1,280 tricots make for approx. 128 wash loads. That makes a total of 8,000 liters of water and more than 200 kWh of energy wasted. So far to that! Happy public viewing! // Dom #publicviewing #waste #overproduction #awareness

Ever wondered if a shoe could actually help save the planet? Well, Eric Liedtke made us question just that with his groundbreaking work. After making waves at adidas, Eric boldly stepped into the world of sustainability by founding UNLESS Collective. His mission? To prove that fashion doesn't have to harm the planet. Enter the Degenerate shoe, the brainchild of his passion project. Teaming up with Luke Haverhals, a chemistry whiz and founder of Natural Fiber Welding (NFW), Eric set out to shake up the footwear industry. NFW's specialty? Using green chemistry to create innovative textiles from plants and minerals. Together, they crafted an outsole and midsole made from renewable resources like vegetable oil, minerals, and cork. Let's give credit where it's due. Eric Liedtke, alongside collaborators like Luke Haverhals, isn't just talking the talk; they're walking the walk (in sustainable shoes, no less). Their fearless approach to fashion is a breath of fresh air in an industry that sorely needs it. #EcoFashion #Trailblazers #DegenerateShoe #UNLESSCollective 🌱👟 https://lnkd.in/giEyk6Ff

What Moves You? It's much more than just a campaign we helped bring to life for Champion. The innovative brand transcends sportswear — they're about movement, progress, and empowering people to reach their potential. Their collaboration with HighSnobiety encouraged everyone to proclaim what empowers them to be the best version of themselves. Learn more about our work with Champion: https://hubs.ly/Q02nMyWQ0