“Plastic is our problem, innovation is our solution”, opens an Adidas Instagram video. Taking a step towards a cleaner future, Adidas Originals has launched a new range of Clean Classics sneakers in its bold commitment to help end plastic waste.
It’s no secret that I have an ongoing love affair with Adidas. It’s mostly one sided, but every once in a while the brand does something to show that it’s been listening to me the whole time by releasing something new that touches my soul and I absolutely have to have it. Adidas sneakers, in particular, are my guilty pleasure — and my collection keeps growing. I live in sneakers (in fact, as I write this, I am wearing my classic Adidas Superstars).
But as the years have gone on, I have become more conscious of excess buying, while constantly trying to find ways to reduce my environmental footprint. Multinationals have seen this change in behaviour by consumers, with many of them pledging to become more sustainable.
So, when Adidas announced it was remaking its most iconic sneakers vegan, it was as if a personal love letter had been penned to me.
The Clean Classics range features redesigned court classics that reduce the brand’s impact on the environment, while addressing the concern of our generation: plastic waste. This follows the Adidas X Parley for the Oceans collaboration launched in 2015.
The shoes are made with Primegreen (a series of high-performance materials containing a minimum of 50% recycled content). The uppers are made from 70% recycled material, and the soles from 90% natural, renewable rubber and 10% recycled rubber. Inside, the sockliners are made from either recycled OrthoLite, or cork (a renewable, recyclable and non-toxic material). The Bloom Foam is made using algae-harvesting technology, which helps keep lakes clean and promotes clean water.
By re-thinking pattern cutting, the Clean Classics collection not only reduces unnecessary waste, but also creates distinctive, new cuts and details. Recycled paper is used to make the laces — how clever is that!? Even the packaging has been recycled using leftover stock boxes, meaning that each box design will differ.
The result? High performance vegan sneakers.
The Superstar, Stan Smith, Continental 80, Top Ten Hi, SC Premiere, Supercourt, and Superstar Bold form the Clean Classic range, with each sneaker adorned with the somewhat bleak statement, “This shoe alone will not save the planet”, but it is a (stylish) step in the right direction. However, you can opt for the same sneaker, sans the Greta Thunberg proclamation.
The fashion industry has a responsibility to help protect the environment, and consumers are now, more than ever, seeking out sustainable — and stylish — solutions that fit their aesthetic. Sustainability and style can co-exist, so it’s encouraging to see companies such as Adidas heeding the call, recognising that, “While this shoe alone won’t save the planet, the Clean Classics push us further in the right direction as a more sustainable choice to help protect our home”.
• Adidas Clean Classics will be available from September 10 2020.