It was March of last year when Japan announced the decision to postpone the Tokyo 2020 Olympic Games until July 2021 due to the Covid-19 pandemic. The news while not surprising, disrupted what was planned to be an innovative Olympics from the perspective of the fashion and textile world. The textile industry was poised for a boom in sporting apparel sales as Olympics enthusiasm swept the world – and a surge of interest in recycled products. It will be interesting to see if the momentum for a sustainable-focused event has been lost totally or if simply delayed. There is still a great deal of uncertainty surrounding the Olympic Games and how the cloud of Covid-19 will impact not only the games themselves, but for the impact on sponsors.
Japan is said to be determined to deliver a sustainable Olympic Games and planned to promote the concept of “Reduce, Reuse, Recycle” across the event. Yet even though the Games have been postponed, its sustainability initiatives have still raised environmental awareness among consumers and the fashion and textile industry. This global event remains the ideal stage to present a workable circular production model for the apparel sector. There is no doubt that the fashion and textile industry does need to respond to criticism on many environmental issues. Hopefully, the distractions will not impact the sustainability message.
For example, Nike has launched a new design movement called “space hippy,” according to British Vogue, which will take a zero-carbon approach by making shoes from 100% recycled yarn uppers and using foam scraps from factory floors to make cushioning. The outlet reports that the amalgam plastic soles will be left undyed to reduce the use of materials and push a recycled aesthetic the brand is calling “rawthentic modernity.” One small step for man, one giant leap…ok, that may be pushing it, but it is a step in the right direction.
For the U.S. team, its uniforms are being made once again by Ralph Lauren. Ralph Lauren has been making Team USA’s opening and closing ceremony uniforms since 2008. If you like them or not, they have and will continue to scream America and having pride in your country can’t be a bad thing.
We will look forward to wonderful athletic performances, but also look for what we hope will be huge boost to the sustainability cause in the fashion and textile worlds. Go team USA.
About AKCEL Partners: AKCEL Partners is a sales consultancy founded by three executives with strong bonds throughout the textile, apparel, brand and retail industries. AKCEL Partners offers strategic sales planning combined with experienced, highly networked sales professionals who give clients immediate access to targeted decision-makers. We are dedicated to meeting or exceeding our clients’ short- and long-term revenue goals. To learn more, go to www.AKCELPartners.com.
