Stella McCartney Brand Book
STELLA McCARTNEYSTELLA McCARTNEYLOOP LABCLICKIMAGE!78
CIRCULARITYEthical warrior, Stella McCartney shows offher latest invention with the Loop sneakers.The Stella McCartney Loop Lab is an exhibition at 23 OldBond Street exploring the construction of the new sustainableLoop Sneaker.A futuristic space designed to highlight Stella McCartney’sinnovative and recyclable product, encapsulating the brand’ssustainable and circular ethos.The sneaker’s design is the result of pioneering innovation andtechnology developed over 18 months, an important momentin Stella McCartney’s sustainability story and journey towardsgreater circularity.Shoes are typically made so that it is nearly impossible to separateeach component and therefore difficult to recycle: theLoop sneaker is a solution to this problem.Dynamic and modern, the sneakers demonstrate a new methodof attaching the upper to the sole without glue, using interlockingclips, similar to Lego, instead and thread. It’s stitchedtogether using an eco-friendly thread and only uses a smallamount of glue during manufacturing that’s water-based, animal-friendlyand biodegradable. This means that at the end ofthe sneaker’s life the upper can be removed from the sole andeach part recycled or reused.Visuals left: Stella McCartney Loop Lab (Stella McCartney, 2018).Image below: Loop lab for AnOther Magazine79
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