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Canadian retailer Lululemon announces sustainability initiatives

22 Apr '21
2 min read
Pic: Lululemon
Pic: Lululemon

Canada-based Lululemon Athletica has announced two new initiatives that underscore the brand’s commitment to its Impact Agenda and deliver on its future-facing commitments towards sustainability – Lululemon Like New, a recommerce programme, and Earth Dye, a limited-edition collection made with earth-friendly dyes. Both the initiatives will be launched in May.

The new initiatives are the latest efforts from the brand under its Be Planet pillar, which is focused on making eco-friendly products, said the company in a press release.

“Lululemon is actively working to help create a healthier future, and we are focused on meeting the goals detailed in our Impact Agenda, including making 100 per cent of our products with sustainable materials and end-of-use solutions by 2030,” said Calvin McDonald, CEO, Lululemon. “Our Lululemon Like New and Earth Dye initiatives are both meaningful steps towards a circular ecosystem and demonstrate the sustainable innovation underway in product development and retail.”

Released in Fall 2020, Lululemon’s Impact Agenda marked the brand’s stake in the ground towards an equitable, sustainable future, and outlined its vision to minimise environmental impact and contribute to a better world. Developing products with sustainable materials and end-of-use solutions are central to the multi-year strategy, the release said.

Lululemon Like New is a creative recommerce model for guests, and one way the brand is extending the life of products that are designed to last. The brand has partnered with Trove, industry experts in branded recommerce, to support with resale technology and operations. Gear that does not meet quality standards will be recycled through Lululemon’s longstanding partnership with Debrand.

Earth Dye is a limited-edition collection of products that features casual, easy-to-wear styles made with lower-impact dyes upcycled from the waste of oranges, beets and saw palmetto trees. These dyes use less water, carbon and synthetic chemicals compared to conventional synthetic dyes, aligned with the brand’s goal to decrease its environmental footprint. The lower impact dyes featured in the new Earth Dye collection follow the introduction of solution-dyed nylon, as well as recycled polyester and FSC (Forest Stewardship Council) certified rubber materials, among others.

Lululemon is a founding member of the Mylo Consortium as well, a group of forward-thinking global companies focused on contributing to a more sustainable future for fashion. Mylo is a sustainable alternative to leather made from renewable mycelium.

Fibre2Fashion News Desk (KD)

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