When Adidas earlier this year announced a partnership with the Dutch sustainable footwear brand Allbirds to manufacture a carbon neutral line, the goal set seemed impossible. And it still is: reducing the CO2 footprint in the manufacture of sports shoes to 2 kilograms. In an industry that accepts 13 kilograms, and where Allbirds - the actor with the most experience in this field - reaches 9 kg, reaching just 2 kg. is quite an endeavor, but at the same time it constitutes a major challenge for the brand's contribution in terms of sustainability.
Fashion industry is responsible for 10 percent of global emissions, and the market estimates that by 2030 these will have doubled; The fact of facing historical declines in sales today as a consequence of the confinements around the world, does not eliminate our duties in terms of sustainability. And emission-free catwalks or planting trees are good but insufficient measures. Gucci and Burberry are among the most innovative brands on the market, and the former wants to reach zero emissions, another almost impossible challenge.
More efficient than generating less, has so far been mitigating; Regenerative agriculture is something that is already being put into practice – e.g. Burberry does it with its wool producers in Australia -, which not only contributes to the goals set in sustainability and to biodiversity; above all, it means supportting local work.
Meeting reductions and mitigating emissions is a path of no return where much work remains, but contributing positively to the ecosystem and the producing communities is as high challenge for an industry that today faces its toughest year on record.