Words by Smiley Team
Contributing vastly to global emissions, the fashion industry clearly needs a carbon detox. Stepping in to promote sustainability, European e-commerce company Zalando is transitioning to a circular economy. To do so the fashion and lifestyle platform is joining forces with sustainability experts at the Ellen MacArthur Foundation. Together they will replace carbon-intensive practices with ones that will increase the life span of its clothing and promote a more environmentally-friendly economy worldwide.
Planning to extend the life of at least 50 million fashion products by 2023, Zalando will join an eco-movement that is central to the work of the Ellen MacArthur Foundation - the circular economy. This global project focuses on reducing waste and pollution, keeping materials in use for as long as possible, and helping natural systems to thrive.
Leading the partnership, Zalando’s head of circularity, Laura Coppen, said: “Our vision is to be a sustainable fashion platform with a net-positive impact for people and the planet. As Europe’s leading platform for fashion and lifestyle, we collaborate with our industry to drive change and shape a more sustainable and circular economy.
“By joining the Ellen MacArthur Foundation’s Network, we can collaborate more closely with circular economy experts and organisations from different industries who are also part of it. We are contributing our ability to scale ideas, our tech know-how and access to over 3,000 brands and over 35 million customers. We believe that we can make a difference together.”
Reliant on sweatshops abroad and carbon-intensive materials, fast fashion is responsible for 20 per cent of global water wasted and 10 per cent of carbon emissions. So fashion companies have a long way to go to 100 per cent sustainability in order to tackle the climate crisis.
Among those leading the way, Zalando has a long-standing commitment to environmentally-friendly production and retail practices. Its partnership with the Ellen MacArthur Foundation builds on its sustainability strategy, do.MORE. Launched in 2019, this strategy includes their Pre-Owned scheme that allows customers to trade in clothes which are like new, to be reused. It also involves the company advancing its sustainability endeavours by extending the life of 1 million products.
On top of this, the retailer supports startups tackling pollution and emissions from the fashion industry and ensures its packaging is made from 100 per cent recycled materials.
Making such great efforts to go green, Zalando certainly offers good guidelines for other companies to follow.
Since its creation in 2010, the UK-based Ellen MacArthur Foundation has become a global leader for putting the circular economy on the agenda of decision-makers in business, politics, academia and institutions to mobilize solutions at scale, globally. For more information about their work visit the foundation’s website.
