Will this be the season of the 'climate positive' fashion?
” capsule represents 22 pounds of sequestered carbon, for instance, though they aren’t being billed as climate-positive.)
Others are embracing climate positivity in an official way: In June, Burberry became the first luxury fashion brand to commit to becoming. It aims to remove more carbon from the atmosphere than it emits by funding climate resilience projects in vulnerable communities, investing in nature-based solutions and ecosystem restoration, and, importantly, reducing its own manufacturing emissions by 46%.
Skeptics might see it as another way for brands to slap “climate neutral” on their Instagram posts. But CEO Austin Whitman says his non-profit’s goal is really to get companies to take swift, immediate action, rather than wring their hands or set a lofty target they’ll never meet.
Whitman isn’t totally convinced, at least not yet. “The reason I’m hesitant about any sort of ‘positive’ designation is because it implies that the existence of your company is better for the planet than if you just shut it down,” he says. “That’s a very big statement.” He points out the instability of the carbon offset market—Climate Neutral works with just five companies that have met their requirements—and the general difficulty of measuring carbon emissions.
Maybe it’s because factory maintenance isn’t the sexiest subject for a pastel Instagram ad. “But it could be!” Bédat says. “What makessexy? It’s literally about soil microbes. I’d find this kind of work very sexy, because it’s the real work of making a sustainable planet.” She adds: “Maybe we just need a better word for it. I likeThat could all be on the horizon for Burberry, Stella McCartney, and Kering brands like Gucci and Balenciaga.
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