There was a global dialogue around the sustainability of fashion. The brand is taking responsibility for its fashion practices.
Measures to expose the climate crisis facing the planet have attracted much attention, and many brands have been criticized for not being environmentally friendly in designing, creating and trading.
Sportswear giant Adidas has raised its hands in support of curbing the brewing climate crisis.
Read more|Another day and another retail innovation: Adidas SA’s new Sandton flagship store will open this month
When the new V&A Waterfront Adidas store in Cape Town opened, it made a bold promise that by 2025, 9 of its 10 products will use sustainable technology, materials, design or manufacturing methods, and aim to adopt 2050.
When customers walk into the store, they are greeted by a 4.5-square-meter plant wall, which is planted with various plants, which is known for its humidification and filtering properties and promotes a sense of well-being.
The store’s cash register is made from recycled wood, which is taken from crates used to transport retail equipment and mannequins.
The inspiration of the store is centered on biophilic design, which essentially brings nature into the store. This concept store features live plants, recycled wood and many different types of recycled materials.
The Polytwill fabric banners displayed in the store are made of recycled plastic bottles, while the shelves are made by Smile Plastics and made of plastic waste.
Xanita engineered fiberboard is made from recycled materials and used for decoration and in-store display.
The terrazzo floor is made of cement and marble shards, rocks and glass, making it durable and environmentally friendly.
Read more | Nike is the most popular brand in South Africa, and Zara is the most searched fashion brand in the world
The brand launched an exciting collaboration, Footwear Reimagined, created by six South African artists. The artists used a pair of iconic Adidas shoes and materials specially used in their craft to show their vision of the future of footwear.
Danielle Clough (Adidas footwear: Ozweego). Danielle uses yarn and fabric scraps to express the best human emotions.
Hannerie Visser, the founder of Studio H (Adidas Footwear: Stan Smith). Studio H is driven by the senses and defined by science, innovation and sustainable practice.
Another exciting collaboration is with Matthew Edwards, who created the Adidas clover logo for the store and used recycled plastic. The plastic used in the design comes from a beach cleanup event held at the Parley Ocean School in Hout Bay in September 2021.
Read more | Beyoncé showcases her children Blue Ivy, Rumi and Sir in the new Ivy Park series launched this week
The store is currently receiving the leading certification of Energy and Environmental Design (LEED) under the LEED rating system of the US Green Building Council, which aims to provide a framework for healthy and efficient green buildings.
In order to reaffirm its commitment to sustainable development and make a difference, Adidas partnered with Damian Willemse and the reforestation non-profit organization One Tree Planted to donate 30 trees to each guest to assist Damian’s fundraising activities in the Western Cape 35,000 native trees are planted in the townships.
-Additional information: ByDesign Communications on behalf of Adidas
Follow us on social media: Facebook, Twitter, Instagram
Sign up for W24's newsletter so you don't miss any of our stories and gifts.
In the aisle-weekly
From new things to borrowed things, all the wedding trends and fashion information you need in your upcoming wedding, as well as a glimpse of real life weddings.