We recently learned via WWD that Adidas is getting ready to launch a new sportswear, not activewear line called SLVR, officially making its grand debut in February during New York Fashion Week, with a new store in SoHo devouted to the collection. Although its not derived to be an eco-focused line, it does incorporate green elements such as organic cotton, soybean fabric, and the “zero waste T” made of one piece of fabric sewn once and cut once, and the “seven-piece shoe” comprised of seven stitched together pieces instead of 25 components that normally make up a piece of footwear. We’re pleased that a huge brand like Adidas recognizes the value of being eco-friendly, but we wonder if the positioning of the new sportswear line is really enough to stand out in an already crowded and unstable market..
November 11, 2008
