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- British fashion designer, daughter of Paul and Linda McCartney
As part of Adidas's latest venture to show greater environmental awareness in the making of its garments, Adidas by Stella McCartney just launched a T-shirt that uses a technology the brand says uses no water during the dye process.
Dubbed DryDye, the technology relies on pressurized CO2 in place of water to dye the shirts, all in an effort to reduce the vast quantities of water used to dye clothing. "To dye the world's clothing, the equivalent amount of water from the Mediterranean Sea is used every two years, not only depleting important water resources but also affecting the healthy future of our planet," according to a September 24 Adidas press release.
The adidas by Stella McCartney DryDye T-shirt is part of the FW12 collection and priced at 45 euros. You can purchase it now at the Adidas by Stella McCartney stand-alone store in London, as well as selected stores in Korea, China, and Germany and online at www.adidas.com/stella.
The move from Adidas follows recent environmental efforts from Nike and Puma, including Puma's "Clever Little Bag," which replaces the traditional shoe box with a reusable, recyclable bag plus a cardboard inset. Created by leading green designer Yves Béhar, it uses 65 percent less cardboard than traditional packaging. Nike has also launched its Dri-Fit fabric range, which uses recycled plastic drink bottles to create polyester microfiber performance sport clothing intended to divert perspiration while being kind to the environment.
Watch a video on DryDye: www.youtube.com/watch?v=3O0OU9VYqHE