Embracing the circular economy and closed-loop design is the only way for brands to achieve business success while safeguarding the planet, according to a senior member of the innovation team at Adidas.
The circular economy "is the solution," said Dharan Kirupanantham, who is an eco-innovation programme leader at the sportswear brand. "We don't see it any other way."
"This is not just good for the planet; this is good for business," Kirupanantham told Dezeen.
Kirupanantham spoke to Dezeen after presenting Adidas' new Futurecraft Loop sneaker at a conference about the circular economy held in London last month.
The fully recyclable sneaker is Adidas' first foray into the concept of closed-loop design, whereby materials used in products are infinitely reusable. Closed loop "pure form of the circular economy"
Developing closed-loop products is seen as a key step towards turning the global economy into a circular one, in which waste and pollution are eliminated while natural systems are restored.
The prototype shoe is made of a single recyclable material, thermoplastic polyurethane (TPU), meaning that at the end of its life the plastic can be ground up into pellets and reused.
Adidas' Dharan Kirupanantham believes embracing the circular economy is good for business
The closed-loop approach could in theory mean that brands no longer sell products to customers, but instead lend them materials that are returned later for recycling.
"We ...