Sports Giant Adidas Goes Green

Eco-fashion doesn't necessarily mean hemp fabrics and recycled denim. Going green in the clothing industry can also stand for new creative solutions in the design and production process to reduce its complexity and waste. One brand that is at the forefront of eco-lifestyle is German label Adidas. The sports heavy weight has launched an affordable and fashionable clothing label called SLVR, which is short for Adidas Silver Label. SLVR uses sustainable organic cotton, soybean fabric, coated natural canvas and boasts a unique approach in craftsmanship. The spring/summer 09 collection features timeless pieces with a minimalist, yet fresh and progressive character. Key products are the Zero Waste Tee and the 7 Piece Shoe. The t-shirt is made out of one piece of fabric that is cut once and uses a single stitch around the body to create its unique shape. The shoe consists of a only 7 pieces, whereas most shoes use 25 to 30 pieces. Instead of using aggressive glue, the pieces are stitched together.

On top of the environmentally friendly products, the Adidas SLVR shops put much emphasis on their eco presentation too. Instead of common plastic or wire hangers, the stylish clothing is hung on specially designed paper hangers, designed by award winning eco-design company, Ditto Hangers. The uber-fashionable Ziggurat Paper Hangers, which won the Silver Award for Ecodesign from the 2009 Sparks Awards, are made of layered and highly compressed paperboard, inspired by terraced hillsides and ancient temples.

The SLVR collection has already been launched in stand-alone stores in Paris, Berlin, New York, Miami, Los Angeles, Beijing and this month also in Bangkok. Boutiques for Singapore, South Korea and Japan are next on the line-up. But unfortunately the launch in Hong Kong is still on hold. We'll keep you posted...

Victoria Woo

Related links Adidas SLVR