Consumers have always been drawn to the brands who were capable of doing the most. But in recent years, there’s been a growing attraction to those who can do it with the least. As the ecological footprints of consumer brands are becoming more apparent, the priority of innovation has shifted towards creating substantial product from existing waste and scraps.
Creating at all costs is, at this point, irresponsible. Sustainable sourcing is much of where Nike’s focus on the future relies. The science of creating materials is as important as collaborating with the right designer; both have lasting effects in the identity of the brand, but only one can physically influence the world around it.
By JOHN KIM