Stella McCartney has partnered with ocean conservation group Parley for the Oceans in a bid to market her fashion label’s environmental efforts.
The luxury brand designer announced the long-term partnership with the group which creates clothing fabrics using plastic debris collected form the oceans.
McCartney’s label will use the yarn fibres in lieu of woven or recycled polyester in products including shoes, bags and outerwear.
“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.
We are excited to support @parleyxxx, a network dedicated to the protection of our oceans.
— Stella McCartney (@StellaMcCartney) June 7, 2017
The collaboration with the fashion brand follows on from similar deals for Parley, which has worked with Adidas on a number of occasions to create shoes, swimwear and football kits using recycled plastic materials.
Cyrill Gutsch, founder of Parley for the Oceans, said: “Stella McCartney is not only a fantastic designer, she is a pioneer of creative activism. Her work has changed the industry. She will expedite our strategy of making Ocean Plastic the new standard for the fashion and luxury industry.
He added: “It's time to make peace between mankind and the sea. No social group is better suited for this challenge than the creative class.”
Stella McCartney has long been marketed as an environmentally conscious label within the industry for its use of alternative materials to fur, leather, skins, and feathers. Products from McCartney’s collaboration with Parley are expected to go on sale in July.