Parley, an eco-organization with the lofty goal of ending plastic pollution in the ocean, has teamed up with the fashion industry. Both individual fashion designers and entire brands have thrown their support behind Parley’s environmental initiative to help eliminate plastic and other pollutants from the ocean.
It’s predicted that the amount of plastic being washed out to sea will more than double over the next 10 years; a fact that caught Maryna Linchuk’s attention. The Belarusian modeling star felt such a connection to Parley’s initiative that she spent much of her winter break cleaning up the Maldives beaches.
“It’s shocking to me that this material that is so unfriendly, so dangerous for animals, and potentially toxic to us has become so normal in our society. A plastic bottle you use for 10 minutes will be here forever,” Linchuk told Vogue.
Modern consumers are hooked on environmentally unfriendly containers. For instance, while most of the 159.6 million cases of wine sold to millennials last year contained recyclable glass, there are just as many plastic soda and water bottles sold each year that won’t decompose so easily. Inevitably, many of them will end up in the oceans.
This is knowledge that Parley hopes will gain traction through partnerships and inventive methods of combating pollution. The organization’s A.I.R. strategy (Avoid, Intercept, Redesign) targets marine plastic waste with the goal of cleaning up oceans and potentially even eliminating plastic someday.
Parley founder Cyrill Gutsch believes that through collaboration and a good dose of creativity, a solution to the world’s plastic problems can be discovered. He says the first hurdle is convincing people that these issues directly affect them.
“Until something is happening directly in front of you, it’s very difficult to picture and connect to the reality,” he said.
Gutsch’s mindset is a large part of the reason Adidas decided to partner with Parley for a second time. This collaboration features the Ultraboost, Ultraboost X, and Ultraboost Uncaged sneakers.
The collaboration launches on May 10 in-stores and online. Each pair of shoes reuses 11 plastic bottles and includes laces, heel lining, and sock liners created with other recycled materials. This eco-friendly production is where Parley comes in. In addition to supporting Adidas, the organization helps create thread from waste materials.
“We not only see sustainability as an opportunity to get a competitive advantage. We see it as an obligation for us as a global company to do business in a responsible and sustainable way,” said Kasper Rorsted, Adidas CEO.
From fashion models to huge corporations to boutique brands, the future of sustainability looks bright in 2017.