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secondtoNAKED, adidas by Stella McCartney Boost Ethical Activewear Market

Image credit: adidas by Stella McCartney

Earlier this month, adidas by Stella McCartney launched its Fall/Winter 2018 sustainable women’s activewear collection, paying tribute to the power of nature. Designed to equip female athletes whatever the weather, the animal-inspired pieces serve as a reminder that everyone can do their part to protect the world around them. The campaign features supermodel Ming Xi as its new global ambassador who is charged with bringing the brand’s continued mission of LESS IMPACT = MORE POWER to life.

The collection features fabrics such as recycled polyester, Parley Ocean Plastic®, ECONYL® yarn and organic cotton, in addition to razor-sharp technology such as Climaheat and BOOST, with prints inspired by the resilience and elegance of endangered animals and nature. 

“Last season, we launched an ambitious journey with our mission LESS IMPACT = MORE POWER. Now, we’re taking that commitment one step further,” McCartney, one of the foremost designers bringing sustainable fashion to the masses, explained. “As the brand at the pinnacle of female sports performance and style, we have a responsibility to provide women with a choice that allows them to be part of a solution through our sustainable pieces and practices. More than half of our apparel and a third of our footwear in FW18 are made with eco-innovative and recycled materials, such as Parley’s Ocean Plastic®. It’s time to be the difference we want to see. To act now and to mean more in all we do.” 


Image credit: secondtoNAKED

Meanwhile, a new ethical shopping platform called secondtoNAKED exclusively features activewear and apparel that is made from organic, alternative or recycled raw materials, and clothes that are made locally in the USA. The platform works as a product aggregator and features a selection of products pulled from the inventory of multiple ecommerce partners.

secondtoNAKED was created in an effort to promote brands and designers that manufacture locally and reduce the environmental footprint of the fashion industry, which is currently the second-largest polluter on the planet.

"We are thrilled to be the first company to provide an online shopping experience for women that want activewear that is both creatively designed and contribute to conserving our planet," founder and CEO Bastien Faure said in a statement. "secondtoNAKED aims to be an active part in shaping the way the industry creates, sources, and purchases apparel ... with a heightened sense of what is good for the environment and for people."

In February, secondtoNAKED graduated from the San Diego CONNECT Springboard startup accelerator program. Currently, the platform is focusing its marketing efforts in the San Diego area but serves shoppers throughout the entire US. secondtoNAKED is also working on offering a unique online to offline shopping experience in order to support local boutiques, whenever a store option is better for the environment.

"We believe in promoting innovative, eco-friendly clothes and systems as a whole, and that is why we are also developing partnerships with small local retailers," Faure said. "Our job is to provide the tools conscious shoppers need, and help them make an impact at every purchase."


Launched in 2006, Sustainable Brands has become a global learning, collaboration, and commerce community of forward-thinking business and brand strategy, marketing, innovation and sustainability professionals who are leading the way to a better future. We recognize that brands today have… [Read more about Sustainable Brands]


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