adidas by Stella McCartney Unveils Fully Sustainable 'Infinite Hoodie' + 'Biofabric Tennis Dress'

Stella McCartney unveils ‘Infinite Hoodie’ and ‘Biofabric Tennis Dress’ prototypes for adidas.

Stella McCartney unveils ‘Infinite Hoodie’ and ‘Biofabric Tennis Dress’ prototypes for adidas.

Stella McCartney and adidas continue their march towards sustainable production with two new concept garments: the ‘Infinite Hoodie’ and the ‘Biofabric Tennis Dress’.

adidas by Stella McCartney ‘Infinite Hoodie’

Promoted as the world’s first fully recyclable hoodie, the ‘Infinite Hoodie’ is a joint project with textile innovation company Evrnu. The performance garment is made using 60 per cent NuCycl fiber, a material made using the recycled threads from old garments, and 40 per cent organic cotton that has been diverted from landfills.

At this moment just 50 Infinite Hoodies have been made, and gifted to adidas VIPs and influencers. Given the extraordinary advancements that adidas is making in the sustainability sector, production may debut sooner than we think.

The ‘Infinite Hoodie’ incorporates the same technology behind the adidas fully-recyclable Loop trainer, introduced in April.

adidas by Stella McCartney ‘Infinite Hoodie’

adidas by Stella McCartney ‘Infinite Hoodie’

adidas by Stella McCartney ‘Biofabric Tennis Dress’

The second product prototype, the ‘Biofabric Tennis Dress’, is a collab with Bolt Threads, a company that specializes in bioengineered sustainable materials and fibers. The tennis dress is made with cellulose blended yarn and Microsilk and is fully biodegradable at its life’s end.

adidas by Stella McCartney ‘Biofabric Tennis Dress’

adidas by Stella McCartney ‘Biofabric Tennis Dress’

“Fashion is one of the most harmful industries to the environment,” said Stella McCartney in a statement. “We can’t wait any longer to search for answers and alternatives. By creating a truly open approach to solving the problem of textile waste, we can help empower the industry at large to bring more sustainable practices into reality. With adidas by Stella McCartney we’re creating high performance products that also safeguard the future of the planet.”

Net-a-Porter Launches Net Sustain With 26 Brands, Big Plans + Beauty Coming Soon

Stella McCartney, featured brand on Net-a-Porter’s new launch of Net Sustain, created for shoppers seeking sustainably made products.

Stella McCartney, featured brand on Net-a-Porter’s new launch of Net Sustain, created for shoppers seeking sustainably made products.

Online luxury retailer Net-a-Porter has joined the effort to promote significant changes in the apparel industry, with the launch of Net Sustain.

The platform is launching with 26 brands and over 500 products that meet core sustainability criteria determined by Net-a-Porter. The criteria ranges from "considered materials and processes to reducing waste in their supply chain, taking into account human, animal and environmental welfare and aligning with internationally recognized best practices in the fashion and beauty industries."

Brands represented at launch include Stella McCartney, Mother of Pearl x BBC Earth and Maggie Marilyn as well core products from Ninety Percent, Fisch, Lem Lem, Peony, Veja, Hereu, Nannacay, and Chopard.

"We have always wanted to provide our customer with the best products and allow them to make informed choices when shopping on the site," Elizabeth von der Goltz, Net-a-Porter's global buying director, said in a statement. "Our sustainable edit provides our customers with the knowledge they need, understanding that they can trust that these brands have been carefully reviewed and meet our criteria for inclusion. Our aim is to give a voice to the brands that are truly making positive changes by providing them with a platform to highlight their best practice.”

One assumes that Net-a-Porter’s weekly online magazine Porter Edit will take an even stronger stand in educating the platform’s consumers and fashion readers generally — through sites like AOC — about sustainability topics.

AOC now tracks sustainability daily in a permanent commitment to promoting this sector.

Mother of Pearl, featured brand on Net-a-Porter’s new launch of Net Sustain, created for shoppers seeking sustainably-made products.

Mother of Pearl, featured brand on Net-a-Porter’s new launch of Net Sustain, created for shoppers seeking sustainably-made products.

Stella McCartney Wins 'FUR FREE FUR' Fake Fur Trademark Battle With USPTO

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Call the case Stella McCartney vs the US Govt — and Stella won.

Stella McCartney is one of most most committed voices in the global sustainability moment. In a trademark case that was a bit esoteric for the USPTO, McCartney sought to trademark the concept ‘FUR FREE FUR’ and not a specific textile composition. Stella wanted a category of existing and future fabrics not even created to live under her proposed ‘FUR FREE FUR” trademark label.

For two years, the designer’s attorneys have communicated back and forth with US trademark officials, who refused to grant her the trademark, saying the three words do not identify the source of McCartney’s products in the same way as say, an “LV” logo on a bag identifies the Louis Vuitton brand. Stella refused to yield, arguing that carefully developing materials that “incorporate the look and feel of fur but without any animal cruelty,” and then applying the “Fur Free Fur” tags on products, complete with the same font at Stella McCartney’s main logo was 1) totally congruent with her brand imagery but also 2) a word puzzle that required customers to think deeply about the product.

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The first use of the word FUR “refers exclusively to animal fur,”  stating that the goods are “animal fur free.” In the second instance, “FUR refers to imitation fur.” 

Thus, “the two different meanings of the term ‘fur’ within [McCartney’s] single mark creates a logical paradox … suggesting that the goods are both fur-free and made of fur at the same time,” and thereby, not descriptive. Therefore, the three words are not merely descriptive and qualified for a trademark.

On appeal, two of the three judges agreed with Stella McCartney’s lawyers, and the very important trademark will be given to her. via The Fashion Law.