Fashion is often charged alongside technology as one of the main culprits when it comes to burgeoning landfill and stuttering progress on recycling. Within fashion, trainers are seen as a particular problem. How that market’s big brands are looking to address growing criticism may contain interesting pointers for other markets.
According to a recent edition of Channel 4’s ‘Dispatches’, the average Briton owns seven pairs of trainers, and of the 300 million shoes bought overall in the UK every year, about 90 per cent end up in landfill. Globally, 24 billion shoes are sold annually and trainers make up roughly a quarter. In environmental terms, all this translates into 1.4 per cent of carbon emissions, making footwear the world’s 17th biggest polluter by some estimates, ahead of aviation and even developed countries like Italy.
The programme, subtitled ‘The Truth About Adidas and Nike’, made several dispiriting observations about what the big sneaker companies...