Eight months after adidas announced its partnership with Finnish textile material company Spinnova, the brand has unveiled its first product made in part with Spinnova fibres.
Composed of a minimum of 25% wood-based fibres and 75% organic cotton, the adidas TERREX HS1 is a mid-layer for hikers that sees adidas exploring a more sustainable textile solution.
Source: ADIDAS UNVEILS ITS FIRST PRODUCT WITH SPINNOVA
adidas may not create a paradox for most, but for me I recognize the damages done by developing NFTs to capture revenue and hype. When adidas minted 30,000 NFTs with their launch into the Metaverse, I couldn’t help but question every step the brand is taking towards sustainability.
The newest study on bitcoin’s energy consumption estimates that about 22 megatons in CO2 emissions are generated per year, Wired reports; approximately equivalent to the carbon footprint of Jordan, Sri Lanka, or Kansas City.The post Bitcoin mining generates as much CO2 as a small country, study estimates appeared first on The Block. via Wired
Spinnova is actually one of the best companies in this new era of sustainable materials being touted by brands. adidas was one of the first companies to recognize the value and invest, but reading this feels hypocritical:
The patented SPINNOVA® fibre creates zero waste and side streams or microplastics, and its CO2 emissions and water use are minimal. SPINNOVA® materials are quickly biodegradable and circular. Spinnova is committed to using only sustainable raw materials such as FSC certified wood and waste.
Especially when adidas is prepping for more interaction in the Metaverse. It’s an uncomfortable dance for adidas who seems to be wearing a tuxedo at an investor’s day made of plastic and carbon. I want to celebrate the use of better materials and another amazing step by adidas, but to do so without acknowledging their obvious commitment to profits creates quite the conundrum.