Stella McCartney Brand Book
STELLA McCARTNEY36
SUSTAINABILITYBIODEGRADABLE DENIMBIODEGRADABLE DENIMIn January 2020, Stella McCartney continued to push its commitment to sustainable fabricinnovation with the introduction of the world’s first biodegradable, stretch denim using plantbasedyarns into its collections.The innovative denim created by Italian manufacturer Candiani will be introduced in the Britishdesigner’s autumn/winter 2020 collection and utilizes Coreva Stretch Technology, whichis created by using organic cotton wrapped around a natural rubber cord, resulting in a fabricthat is free from plastics and micro-plastics.By replacing the common synthetic and petrol-based elastomers with a new, custom-engineeredcomponent, Candiani explains that it has been able to create an innovative biodegradable stretchdenim fabric without compromising elasticity.While all Stella McCartney denim is made with 100 percent organic cotton, traditional denimproduction requires a huge volume of water and toxic dyes and chemicals to create one pair ofjeans. The Coreva Stretch Technology is produced in a safe, toxic-free environment.In addition, the fabric is made with two smart-dyeing techniques during production, explainsCandiani, that reduces the consumption of water, energy and chemicals used in the dyeing andlaundry processes.Kitotex Vegetal is a patented biodegradable ingredient derived from mushrooms and seaweedthat is used as a replacement for sizing agents, starch, fixation agents and polyvinyl alcohol(PVA), while Indigo Juice is used to keep the indigo superficial on the yarn.Stella McCartney’s autumn/winter 2020 collection features 10 pieces in two styles made withCandiani’s patented, plant-based Coreva Stretch Technology. The pieces will be available instoreand online globally from May 2020.Stella McCartney Biodegradable Denim.37
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- Page 9 and 10: ABOUTSTELLA McCARTNEYAGENT OF CHANG
- Page 11 and 12: ABOUTNicole Rycroft, Canopy’s exe
- Page 13 and 14: “THE STARTING POINT IS NOT DESIGN
- Page 15 and 16: ABOUTIs Stella McCartney the Queen
- Page 17 and 18: CIRCULARITY CIRCULARITY CIRCULARITY
- Page 19 and 20: SUSTAINABILITYSTELLA McCARTNEYEVERY
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- Page 23 and 24: SUSTAINABILITYAmber Valetta for Ste
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- Page 27 and 28: SUSTAINABILITYSTELLA McCARTNEYACTIV
- Page 29 and 30: SUSTAINABILITYGET INVOLVED!WHAT WIL
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- Page 46 and 47: STELLA McCARTNEYELYSE SHOESEST. 201
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- Page 56 and 57: STELLA McCARTNEY“IT’S NOT ABOUT
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- Page 62 and 63: STELLA McCARTNEYImage above: Stella
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- Page 67 and 68: Stella McCartney 2019 Breast Cancer
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