Stella McCartney Brand Book

CIRCULARITY
Ethical warrior, Stella McCartney shows off
her latest invention with the Loop sneakers.
The Stella McCartney Loop Lab is an exhibition at 23 Old
Bond Street exploring the construction of the new sustainable
Loop Sneaker.
A futuristic space designed to highlight Stella McCartney’s
innovative and recyclable product, encapsulating the brand’s
sustainable and circular ethos.
The sneaker’s design is the result of pioneering innovation and
technology developed over 18 months, an important moment
in Stella McCartney’s sustainability story and journey towards
greater circularity.
Shoes are typically made so that it is nearly impossible to separate
each component and therefore difficult to recycle: the
Loop sneaker is a solution to this problem.
Dynamic and modern, the sneakers demonstrate a new method
of attaching the upper to the sole without glue, using interlocking
clips, similar to Lego, instead and thread. It’s stitched
together using an eco-friendly thread and only uses a small
amount of glue during manufacturing that’s water-based, animal-friendly
and biodegradable. This means that at the end of
the sneaker’s life the upper can be removed from the sole and
each part recycled or reused.
Visuals left: Stella McCartney Loop Lab (Stella McCartney, 2018).
Image below: Loop lab for AnOther Magazine
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