With bold movements with sustainability and innovation, Under Armor unveiled the first plant -based regenerative sportswear collection in cooperation with sustainable fashion brands. The debut in the Milan Design Week shows significant changes in how active wear can evolve environmentally friendly. and Performance -oriented.
As long as there is no collection, Under Armor X does not create stylish sportswear. It comes from the goal of creating a product that has a positive impact on the earth. The new clothing and shoe lines, which are entirely made of vegetable materials, are designed to return to Earth without leaving a biodegradable, compost and harmful residue. The spirit of this collection challenges the traditional clothing production method, which often depends greatly on oil -based plastics that last for centuries and penetrates into fine plastics that penetrate into air, soil and water.
Regeneration Fashion: Concept of Collection
ERIC LIEDTKE, co -founder of Under Armor’s brand strategy vice president, describes the idea of “play fashion” as a radical inventory on how to create a product. LIEDTKE told WWD, “Regeneration means that it creates value at all stages.” This is about making things from natural and regenerated materials, and when they reach the end of life, they can safely return to nature without damage. ”
This approach is in contrast to the traditional fashion industry with its own waste and pollution, and is often generated using synthetic materials such as polyester and nylon.
This collection is a showcase of sustainable materials that lead the wave of this new fashion. Shoes, jackets, vests, and shirts include vegetable materials such as coconut peel for shoe feet, capo cocks for insulation and natural rubber latex. Even the button is made of Corozo Nuts, an eco -friendly alternative to traditional plastic buttons.
Designed to be disassembled
One of the main features of the collection is the breakdown at the end of the life cycle. Unlike most traditional activeware, which has long been a micro -genes after being discarded, the product of Under Armour X is an under Armour X product unless it is designed to decompose the line naturally. After one of these clothes, it can literally be buried in the backyard and the compost will disappear, Liedtke said in an interview with Fast Company.
Some people may worry about early decomposition of new gear breakdown, but LIEDTKE guarantees that certain conditions that do not exist in a general wardrobe or dresser in the composting process are required. This clothing was built to persist while completely recycled at the end of the useful life.
This new collection is a fruit of the acquisition of Under Armour in 2023, and when a plant -based meat company, such as meat and impossible foods, interferes with the food industry, the company has tried to create ecological products and interfere with the apparel industry. It is a step to reconstruct how the product is designed, manufactured and discarded. The collection hopes to trigger a greater conversation on the future of fashion and encourage other brands to adopt similar sustainable practices.
LIEDTKE’s vision for the future is clear: “The future is regeneration. Now the question is to expand it and talk to people about it.”
The price between $ 30 and $ 160 is the Under Armour X unless the shorts and UN styles for both t -shirts, hoods and men and women are not included in the Under Armour X. This collection also has an eco -friendly slogan such as “This Earth Protection” and a pixeled flower design. Reflects promises.
Currently, the collection can be purchased exclusively at the Under Armour ‘S Brand House in Baltimore at the end of April, and is expected to be more soluble at the end of this year.
Just as Under Armor venture ventures go further into the world of regenerative fashion, there is still a way to see how other brands will react. But one thing is certainly, the future of sportswear is being rewritten, and it is the future to prioritize performance and Earth.
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