Change the system to change the patterns

Emma Fromberg
8 min readOct 6, 2021
Picture by AndrewXu CC BY NC 2.0

When sports-brand Adidas introduced their sustainability-line, they announced: “This is bigger than sport, this is our future”. Their new line, however, consists of near-identical items as their regular, unsustainable line. This main difference is that this line consists of garments and footwear made from a humble amount of 50% ocean plastics. Through a story about saving our precious marine wildlife, they designed…

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Emma Fromberg

Writes about sustainability and circular economy. Doctoral Candidate at Delft University of Technology, Course Director at the University of Cambridge