Can adidas Make Sustainable Clothing Cool? (Highsnobiety)

I realize my first two posts of 2017 have basically been written articles linking to other people’s written articles, but bare with me. Highsnobiety just posted a very interesting, and very well written article about adidas and their recent forays into the sustainable world.

The article covers everything adidas have been working on with their Futurecraft series, partnering with Parley and their works with Alexander Taylor Studio, and is a super interesting piece.

I would however, offer up a slight tweak to it.

Being someone involved in the sustainable footwear industry, I think would have to suggest that the intention isn’t to make sustainability “cool” as such, and rather set it as a standard that consumers come to expect. Being “cool” is more trend based, which come and go with every passing season. If adidas can help set sustainability as a standard, consumer’s will start holding all the larger (and smaller) brands to that standard. Which will, in turn allow sustainable design to become an integral and expected part of every brand for the foreseeable future.

You can see a snippet of the article below, for the full piece head here.

“Back to that original question: is adidas making environmentalism cool? Despite my enthusiasm for the brand’s overall direction, my answer in every single one of these instances is no, because I don’t believe big brands are the people who set the trends when it comes to issues such as these.

Consumers, particularly socially-conscious millennials and teens, are an increasingly-influential force in all of these fields, and letting the big brands know that if they still want their business, they need to fix up. Far from setting the trend, adidas is simply responding to a conversation that has been raging for decades and is now reaching fever pitch. Their reasons for getting involved are less about setting trends as they are about capitalizing on the kudos they can receive. In short, they’re not the ones leading, here.

However, if adidas can take the hit of being more environmentally-conscious, make a success of it and capture the attentions of consumers, then other big companies are going to follow suit. Maybe, in the end, this is less about making environmentalism cool with the consumer, and more about making it cool to other companies. Sadly, the only way that’ll work is if it makes money, so let’s hope it does.” – Gregk Foley (Highsnobiety)



Mr. Bailey

Product Designer + Footwear Architect | Founder of @ConceptKicks |

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