Stella McCartney has sealed a sea green initiative with Parley for the Ocean. The Items, including sneakers with rainbow soles and a blue Falabella Go Backpack, featuring yarn spun from Parley reclaimed and recycled ocean plastic will go on sale in July, though you won't be able to recognize them without reading the tag, according to the British designer whose preoccupations with climate and planet-related concerns have been widely charted.
“To take something that is destructive and turn it into something that's sexy and cool, how can that not be luxury?” McCartney told the NY Times, quelling doubts about recycled fashion's questionable appeal.
This latest venture sees her joining forces with the US-based ocean waste collector in its bid to rid the world's shorelines of plastic, one of the biggest threats to the ocean today.
For McCartney, the decision was founded on "wanting to be responsible and accountable for the items we make and the ways we make them.'
Via her eponymous brand website, Stella McCartney lists a number of reasons why her fashionable followers should be more 'ocean aware' including the fact that "Every minute, the equivalent of a dump truck of plastic enters the oceans, "90% of big fish species have disappeared since 1950, and plastic is found in 90% of seabirds and more than half the world's sea turtles."
With 8 million metric tons of plastic entering the oceans every year, fashion retailers are sitting up and taking notice of the ever-more alarming plastic to plankton ratio.
"The oceans are dying, but it's not too late to save them. Hope lies in creative collaboration and eco-innovation", was the designer's latest call to action via Instagram.
Leading sportswear brand Adidas was the first retailer to be inspired by Parley's ocean cleanup, with a limited-edition shoe going on sale last year and the launch in May of the Ultraboost x Parley men's and women's range with running shorts and tops. A line of swimwear was also revealed earlier this year.
For the record, Adidas re-uses 11 plastic bottles per pair of sneakers.
Want to make strides for sea change? Wherever you are in the world—until June 11, 2017, during the week of World Oceans day, you can sign up for the Adidas x Parley digital run.
For all the details, visit http://www.adidas.com/runfortheoceans