Stella Mccartney, the designer and creative of her namesake label has lead the charge on eco and sustainable fashion for a number of years. She has been working to make her brand the one to watch as the fashion industry moves into greener territory. World Ocean day came and went on June 8th this week but not without an announcement. Stella wants to derive fabric from ocean trash. If that sounds strange it isn’t exactly mainstream thinking but it’s already been done. Our Ocean is responsible for the air we breath and it’s health and safety as an ecosystem has been consistently under attack by our (rather ludicrous) strategy’s of “waste management.” (Ie. throwing stuff in the ocean or simply not properly discarding our trash. Totally uncool.) She has partnered with Parley, a space where people come together to protect and raise awareness for the fragility of our ocean resource through creativity and innovation to properly address this issue.
“Parley for the Oceans addresses major threats towards our oceans, the most important ecosystem of our planet.
We believe the power for change lies in the hands of the consumer – given he has a choice – and the power to shape this new consumer mindset lies in the hands of the creative industries.
Artists, musicians, actors, filmmakers, fashion designers, journalists, architects, product inventors, and scientists have the tools to mold the reality we live in and to develop alternative business models and ecologically sensible products to give us earthlings an alternative choice, an everyday option to change something.
To succeed, we need to find ways to synchronize the economic system of humankind with the ecosystem of nature. And make environmental protection fiscally lucrative for pacesetting major companies.
Parley has been created to accelerate a process of change that is already in progress. No other big movement in the history of humankind has developed faster than the environmental cause. We want to make sure we are fast enough to meet the ultimate deadline and turn the ship around before we lose a treasure we have only just started to explore and still don’t fully understand: the fantastic blue universe beneath us — The Oceans.”
Straight from Parley’s home page that message should inspire even the most anti-environmentalist based on an underlying threat to self preservation. Stella Mc Carney is also partnering with German label Addidas on a sneaker made from “Parley-an” material that replaces polyester.
“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 New York Times.
P.s. Everyone should check out Parley’s website, it’s really beautiful.
If the Oceans Die, We Die. – Captain Paul Wason