Parley for the Oceans, an environmental organization dedicated to ocean conservation, is partnering with Dover Street Market to launch a sustainable fashion line. This collaboration marks a new chapter for Parley, moving beyond advocacy and material development into creating its own apparel collection.
The new line, supported by Dover Street Market Paris Brand Development (DSMP Brand Development), will be presented to buyers during Paris Fashion Week in June. DSMP Brand Development will handle product development, production, and distribution, allowing Parley to focus on material innovation and design.
Parley will prioritize sustainable materials sourced from its Parley Future Material (PFM) initiative, a separate investment vehicle supporting next-generation material development. Initial investments include companies like Bananatex, which creates biodegradable fabric from banana plants; Modern Synthesis, developing lab-grown leather; and TômTex, utilizing crustacean shells and mushrooms for material production.
This initiative addresses the reluctance of major fashion brands to invest in research and development for sustainable materials, often prioritizing established products and profit margins over environmental commitments. By creating its own line, Parley aims to demonstrate the viability of these innovative materials and inspire wider adoption.
The Parley line will serve as a testing ground for new materials and business models, showcasing the potential of sustainable fashion without pursuing endless growth. This approach challenges conventional fashion industry practices, emphasizing material-driven design and circularity.
Parley’s previous experience with Adidas, scaling production of recycled ocean plastic, informs their current assessment of new materials and their production potential. This expertise guides PFM’s investment choices and supports the development of scalable solutions.
The partnership with Dover Street Market provides Parley with access to a crucial hub for emerging designers and established brands. Leveraging DSM’s retail network and wholesale showroom, Parley gains a platform to showcase its sustainable collection and influence the broader fashion community.
Parley’s open-source approach to knowledge sharing encourages other brands to adopt best practices in sustainable material use. Collaborative talks with designers and industry leaders will further promote understanding and adoption of innovative materials.
The collection challenges traditional design processes, emphasizing the unique properties of each material and exploring their potential beyond replicating existing materials. This philosophy encourages innovation and embraces the unique characteristics of sustainable alternatives.
Parley for the Oceans will continue collaborating with major brands, but with a greater emphasis on design leadership. By showcasing desirable, well-designed products made with sustainable materials, Parley aims to demonstrate the potential of eco-conscious fashion and drive positive change within the industry. This commitment extends beyond material innovation to encompass design, production, and ultimately, consumer perception of sustainable fashion.
