23 September 2022

From theory to practice: adidas by Stella McCartney presents tracksuit from the collaborative EU project for making circular economy a new standard

At the currently ongoing 'Design London' festival, the first tracksuit developed in a new EU funded project for making the market vision of preserving resources and reducing waste reality was presented by adidas by Stella McCartney (source). The realization of the market vision only functions through the collaboration with the consumers who are in a connecting role to close the cycle to the producers.

The tracksuit is the product of the collaboration of adidas by Stella McCartney as part of the EU funded research and innovation 'New Cotton Project' consisting of 12 participants from the industry such as collector of textiles for reuse specialist Frankenhuis or producer of fibres from recycled material Infinited Fiber Company which will play also a role in the after-life of the tracksuit (60% viscose, 40% organic cotton). The design and development of the product from adidas' 'Made to Be Remade' range was focused on making the material recyclable as well as the handling more practical for consumers; the QR-code applied to each tracksuit allows the owner of the worn out tracksuit to actively join the circular fashion project by scanning the code with the adidas app and re-entering the tracksuit to the recycle process.

Image: The pictures show models in the gender-neutral 'adidas by Stella McCartney Sportswear Tracksuit Viscose' and a closer view at the QR-code for the circular garment production, available from 6 October via the adidas app.