(USA)
Stella McCartney is an icon of the global movement pushing for a sustainable fashion industry.
We reported in August that she is working with American biotech firm Bolt Threads. The company makes silk from yeast using closed loop manufacturing processes. And the pair are collaborating to pioneer fibres made from renewable raw materials. This is vital – as in the US alone – a staggering 85% of apparel is ending up in landfill.
Now Stella is teaming up with California’s The RealReal, a big name in ‘authenticated luxury consignment’. The company spearheaded the introduction of America’s new National Consignment Day, which took place yesterday, an occasion used to promote the adoption of circular economy practices.
The partnership between Stella and the fashion firm will ‘promote the extended lifecycle of luxury products’ and a national campaign will launch across the States next year to promote it.
Stella McCartney said: “Sustainability is important to us and I’m excited to be partnering with The RealReal on this new sustainable program. We believe that consignment and recommerce can play a significant part in reducing the amount of raw materials that are required each year from our planet. This is key in our commitment to becoming part of a more circular economy. By ensuring that our products are used for the entirety of their lifecycle it is possible to begin to slow down the amount of natural resources currently being cultivated and extracted from the planet for the sake of fashion.”
The RealReal is also behind the #NeverThrowAway initiative which is encouraging people to ‘consign or donate’ items they no longer want.
