Herzogenaurach – adidas by Stella McCartney launches a new t-shirt as part of the adidas DryDye global initiative. The first of its kind, this innovative DryDye technology uses no water to dye clothing.
The vast quantities of water needed to dye clothing produced across the world is astronomical. To dye the world’s clothing, the equivalent amount of water from the Mediterranean Sea is used every two years, not only depleting important water resources but also affecting the healthy future of the planet [1]. To counter this, adidas has pledged to support the development of technology that can reduce the need for water in the dying process, known as DryDye.
In an effort to reduce water consumption, energy use and a need for chemicals use, adidas created the DryDye technology, which uses pressurized CO2 in place of water to dye t-shirts and other garments. The DryDye process t-shirt fuses sustainability, performance and style, with a batwing cap sleeve and a round scoop neck. The t-shirt features a striking leopard print on the front in dark blue and white, and can be layered over a number of styles from the FW12 adidas by Stella McCartney collection.
“It’s been incredibly exciting for me to work with and have access to this amazing new technology that uses no water at all in the process. The sustainable message behind it is very important to me and I hope to work with it more in the future,” says Stella McCartney.
The adidas by Stella McCartney DryDye T-shirt is part of the FW12 collection and priced at 45 Euros. It is available from September at the adidas by Stella McCartney stand-alone store on Fulham Road in London, as well as selected stores in Korea, China and Germany, as well as online at http://www.adidas.com/stella.
adidas offers products out of two different divisions: Sport Performance (leading technologies), Sport Style (Fashion Group and Originals). The adidas by Stella McCartney range is part of the adidas Sport Performance division.
Notes:
[1] Claims are based on a Life Cycle Assessment by DyeCoo Textile Systems BV. For further information go to www.adidas.com/drydye
About adidas by Stella McCartney
Successfully grown since 2005, the adidas by Stella McCartney collaboration was launched with a spring summer collection in February 2005 and remains a unique concept for women. The collection is deeply rooted in sport; the highly functional sports range consists of apparel, footwear and accessory pieces in Tennis, Golf, Weekender, Running, Yoga, Studio, Swim and Cycling for the spring summer seasons, and Wintersports for the fall winter seasons.
In September 2010, Stella McCartney was appointed Team GB’s Creative Director for the 2012 London Olympics by adidas – the first time in history of the games that a leading fashion designer has designed the apparel for a country’s team across all competitions for both the Olympic and the Paralympic Games.
About adidas DryDye
50,000 adidas DryDye t-shirts have already been produced, saving 1,200,000 litres of water. The resulting design is not only beautiful but ecologically sustainable. However, the creation of the t shirt is just the first step in this process: there are plans to go further and create more and more products utilizing the innovative DryDye technology to offer a wider range of sustainable products that look great, too. This way, adidas plans to save another 500,000 litres of water (equivalent to a full-size swimming pool) this summer alone.
Source: adidas.
