• MADE Trends

The Future is Circular - How the Sneakers Giants Became Eco-Friendly

Updated: May 14








The current system of ‘take, make, dispose’ is increasingly unsustainable. In order to protect our dwindling resources, and ensure the future prosperity of our planet we must start to transition from a linear model to a circular one, implementing a cradle-to-cradle approach where the product’s end life is factored into the initial design. A circular economy that is based on reducing waste can unleash trillions of dollars in growth opportunities in materials net saving, job creation potential, and innovation. In a recent interview with Dezeen, Dharan Kirupanantham a senior member of the innovation team at Adidas asserts that embracing the circular economy is good for business and good for the planet. It is ‘the solution’.




Adidas, which has partnered with Parley for the Oceans to develop sneakers from ocean plastic, has now developed an infinitely recyclable shoe called the Futurecraft Loop. When brands take responsibility for reclaiming the products after use, in theory, they are no longer selling products to customers but instead lending them materials that are returned later for recycling. In May of 2019, Nike unveiled its Circular Design Workbook at the Copenhagen Fashion Summit which will provide designers across all industries with a common language for circularity. Nike is also a signatory to the Global Fashion Agenda 2020 Circular Fashion System Commitment which calls on fashion brands and retailers to accelerate the transition to circular design. As for the ultimate expert on circular design, let us look to Nature where there is no waste and everything becomes food for something else. That is the theme of the Cooper Hewitt's triennial exhibit, Nature. With projects ranging from experimental prototypes to consumer products, immersive installations, and architectural constructions the show presents the work of sixty-two international design teams. Collaborations involve scientists, engineers, advocates for social and environmental justice, artists, and philosophers. They are engaging with nature in innovative and ground-breaking ways, driven by a profound awareness of climate change and ecological crises as much as advances in science and technology.


More related articles: Eco, value and innovation are key to youth shoppers this festive season, Paris Fashion Week 2020: Menswear enters the wellness age, H&M launches Billie Eilish merch collection made using sustainability-sourced materials.


Merchandising and Design Experts (MADE) specializes in trend forecasting and market positioning foresight for the fashion and retail market.  Delivering researched and highly relevant insight on market conditions, emergent opportunities, and key products. MADE bespoke reports help clients to identify and capitalize on current and future market trends. For more information about these topics and market trends and strategy please contact MADE Trends.


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