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Stella McCartney joins sustainable fashion initiative

Luxury lifestyle brand Stella McCartney has joined Fashion for Good, a sustainability initiative which connects disruptive innovators with major apparel companies. Among other partners with this initiative are: Adidas, C&A, Galeries Lafayette, Kering, PVH, Target and Zalando. These brands through Fashion for Good’s network are introduced to the textile industry’s up-and-coming innovators and given access to market-ready sustainable technologies.

To symbolise its newly-established relations, Stella McCartney has launched a new dress. The garment has been dyed using Colorifix’s proprietary bio-synthetic technology, which converts agricultural by-products such as sugar molasses into colorants suitable for textile dyeing. This process drastically reduces the environmental impact of conventional textile dyeing methods, using just a tenth of the amount of water while eradicating metals, acids and solvents from the process.

Fashion for Good encourages the adoption of the five goods-- Good Materials, Good Economy, Good Energy, Good Water and Good Lives. The initiative works with Plug and Play, a leading Silicon Valley accelerator, to give promising start-up innovators the funding and expertise they need in order to grow. Funding of startups is provided by Plug and Play and Fashion for Good, and support is provided by Fashion for Good’s corporate partners.

 

 
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