Stella McCartney debuts a limited-edition SOS capsule to celebrate Earth Day 2024 on Monday, April 22. This is, obviously, a selection of bags and shoes in vegan leather-like fabric, i.e. made from 100% sustainable materials, therefore regenerative, recycled and organic fibres. The capsule is marked by a stylized SOS which graphically communicates both Stella's love for the planet and the urgency to protect it, a problem for which Sir Paul McCartney's daughter has always fought. The British designer will also make a donation to Conservation International, supported by sales of the capsule. The SOS iconography reinterprets a motif from the brand's "We Are the Weather" collaboration with author Jonathan Safran Foer. He is featured on unisex T-shirts made with regenerative cotton from Soktas, a farm in Turkey that Stella McCartney has been supporting in transitioning to regenerative practices since 2019. Regenerative cotton helps restore biodiversity and soil health, sequestering more carbon from the atmosphere and benefiting local communities by not using harmful chemicals and diversifying crops. The protagonist of the capsule is the S-Wave Sport sneaker, made with 100% sustainable materials, including the upper and tongue made entirely of hemp, a fiber of plant origin that does not need pesticides to grow and purifies both the 'air than the earth, converting carbon dioxide into oxygen while cleaning contaminated soil and enriching it with nitrogen.
Stella's most sustainable sneaker to date, its lining is made of recycled cotton, the laces and embroidered SOS are made of recycled polyester and its sole is made of vulcanized recycled rubber. The Amazon green sweaters are made from ethically sourced RWS certified wool along with unisex Polar White long-sleeve jersey tops in an organic and recycled cotton blend. The accessories are finished with recycled materials and made from sand beige organic cotton, a fiber that Stella McCartney has pioneered in the luxury sector since 2008, using up to 70% less water and no harmful chemicals than conventional cotton. The designer is also co-founder of Sos Fund, a $200 million investment fund that supports the next generation of sustainable innovators. Among the projects: Nfw, the innovators of Mirum, a plant-based, plastic-free and completely circular alternative to leather; Protein Evolution, the creators of an enzymatic process capable of infinitely recycling polyester; and Keel Labs, the pioneers of a regenerative seaweed-based yarn with a significantly lower environmental impact than cotton and synthetic fibers. Stella McCartney as a Group will donate a minimum of 15,000 euros from the sales of the SOS Capsule Earth Day 2024 promotional initiative carried out through the boutiques and sites owned by Stella McCartney, to Conservation International, a US non-profit charity organisation.