Repurposed Evian water bottles collected during the Us Open Tennis tournament were used to create a unique limited-edition tennis line capsule collection from Rothy's. This partnership between Evian and Rothy's kicked off in September 2021 with the intention of reducing plastic packaging waste and turning it into a useful material for Rothy’s signature 3D knitting process.
The tennis-inspired capsule collection includes items like sneakers, caps and visors, as well as racket, sling and duffel bags. This low-waste fashion collection supports both brands in their goals of going circular—Rothy's by 2023 and Evian by 2025.
It's estimated that about 72,000 Evian bottles were collected during the large-scale tennis tournament, ultimately helping this plastic from ending up in landfill and recycling streams.
What Makes This Trend Stand Out
- Upcycled Plastic Fashion
- Rothy's innovative use of repurposed Evian water bottles for their tennis-inspired fashion collection showcases the trend of upcycling plastics to create stylish and sustainable clothing and accessories.
- Circular Economy Partnerships
- Collaborations between brands that aim to reduce plastic packaging waste and create circular economies provide opportunities for disruptive innovation in fashion and sustainability.
- Low-waste Fashion Collections
- Low-waste fashion collections like Rothy's tennis line help support the fashion industry's shift towards more eco-friendly and sustainable practices.
Sectors Adopting This
- Fashion and Apparel
- The fashion industry has the potential to disrupt the production and consumption of plastic packaging waste by implementing innovative upcycling and circular economy practices.
- Sustainability
- The increasing focus on sustainability and circular economies provides numerous opportunities for innovation across various industries including fashion, packaging, and waste management.
- Beverage and Bottling
- Partnerships between fashion brands and beverage companies like Evian can lead to innovative and sustainable repurposing of plastic packaging waste in the beverage and bottling industry.
