By: Briana Muller
For nearly two decades, Stella McCartney, a British designer, is known for having created “sustainable luxurious fashion.” She has been a vegetarian her entire life and does not use leather, fur, down, nor animal skins in her designs. Part of the company’s mission statement claims, “We challenge and push boundaries to make luxurious products in a way that is fit for the world we live in today and the future: beautiful and sustainable. No compromises.” The statement shows how committed the brand is to being eco-friendly. Stella McCartney is a member of the Sustainable Apparel Coalition and sets environmental standards for their brand’s operations.
In 2008, McCartney launched their first luxury skincare line of 100% organic active ingredients. In the same year, Stella McCartney was awarded Green Designer of the Year, which marks early success for a green business. Since 2012, all of their handbags have been lined using fabric made from recycled water bottles. The company uses recycled polyester instead of “virgin” polyester whenever possible.
McCartney utilizes waste-reduction strategies throughout their entire supply chain. They also measure and report on their direct and indirect greenhouse gas emissions. The company practices operation transparency. They are also aiming to improve their use of water. Water reduction targets are in place, as well as a solid treatment and discharge practice for wastewater. This treatment degrades molecules that are hazardous to the environment. McCartney realized their excessive usage and have since made efforts towards positive changes.
McCartney has partnered with People for the Ethical Treatment of Animals (PETA) on various projects. For example, they partnered with PETA this year to co-sponsor a prize for the Biodesign Challenge, which encourages college students worldwide to develop bio-fabricated vegan wool. Although McCartney does not believe in using animal-related materials, they still use cashmere and wool. The cashmere is regenerated and taken from Re.Verso, a post-factory cashmere waste facility in Italy. The wool utilized is from farms selected based on its commitment to animal welfare and environmentalism. When the wool used in their products eventually decomposes, it contains no pollutants. The cotton McCartney uses is organic and their polyester and nylon is recycled. They are currently working on incorporating more low-impact, recycled metals into their merchandise.
The farms avoid pesticides by using specific detergents, chemicals, and dyes. Yet the chemical use for the treatment of wool has only changed by 70%. The brand’s main failure is their continued use of some non-eco-friendly materials derived from fossil fuels, such as polyester and nylon. Furthermore, McCartney does not specify the source of their wool production. Therefore, it could be produced through unethical and non-green operations. Though McMartney is a member of the Ethical Trading Initiative and has adopted their Code of Conduct regarding living wages, there is no guarantee that every facet of the supply chain pays its employees a proper wage. The company selectively and vaguely discloses their supply chain. McCartney is not transparent about where their products are being produced, by whom, and in what conditions.
McCartney won numerous awards from 1999 to 2018. In 2017, they partnered with Parley for the Oceans to raise awareness for ocean conservation and fight marine plastic pollution. They created two products made from Parley Ocean Plastic™: the Adidas by Stella McCartney Ultra BOOST X sneaker and the limited edition ‘Ocean Legend’ Falabella GO backpack in support of Sea Shepherd. More recently, the brand was honored with a 2018 Humanitarian Award. Furthermore, the company conducted scientific research in order to continue the reduction of their greenhouse gas emissions. By the year 2020, McCartney will eliminate all of their hazardous chemicals in their production line. The company’s water mill in Italy operates on 50% renewable power. The brand manages their use of non-renewable energy and has plans to install renewables in the near future. Overall, Stella McCartney is a leading innovator for green business practices and encourages other companies to do the same. Still, there is room for improvement in regards to their labor conditions and product materials.
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