Stella McCartney, has teamed up with the
Nature Conversancy and Orvis 21 - a network of over 160 farmers in
Argentina, Uruguay and Chile
The aim? To undo the effects of more than 100 years of overgrazing
due to reckless sheep herding. Argentina is currently the world's
fifth-largest producer of wool.
Most of the knitwear in McCartney's fall collection came from these
farms. She's trying to inspire others in the industry to follow suit.
On her official website, stellamccartnet.com, she's written, "By
focusing on a raw material and not a specific fabric, this allows us to
maximum design flexibility...I am proud to be expanding the boundaries
of what sustainability can look and feel like."
While it may sound strange to mix the worlds of designer fashion and
sustainable sheep herding, a little effort can go a long way, and in
McCartney's case, it's starting to pay off.
McCartney's collaboration with the organizations has undoubtedly
gained the attention of certain individuals with pretty deep pockets.
The Nature Conservancy and Ovis 21 have been working to restore 15
million acres of grasslands in Patagonia. Promoting that goal at a
fashion presentation with the likes of Alex Baldwin, Susan Sarandon, Liv
Tyler and Parker Posey in the crowd certainly doesn't hurt.
The two organizations bring together a network of farmers,
technicians and industries related to sheep production. They have
developed a branding system of identify products that originate
properties that apply sustainable practices.
Get celebrities to endorse sustainable practices that will
undoubtedly go on to benefit the Earth and future generations? Check.
Now we've just got the get the rest of the world on board.
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