Google chimes in on sustainable fashion

Technology giant Google has demonstrated its commitment to sustainability by chiming in on the fashion industry’s mission to promote ethical production. The company announced a new pilot project which will measure a brand’s individual environmental impacts as well as providing tools and resources to help labels better adhere to sustainable standards.

The tech giant is partnering with sustainable fashion label Stella McCartney and innovation consultancy group Current Global for the project, which will be focusing on sustainability from the raw materials stage of production.

“This is an industry-wide problem, where supply chains are highly fragmented and with little transparency,” said a Google spokesperson. “Our goal is not only to be able to determine the impact of producing these raw materials but also compare the impacts of these in different regions where they are produced.”

The pilot project will include a tool dubbed Google Cloud, which will provide brands with detailed insights into their own supply chain. Areas of key focus will consist of raw materials, air pollution, greenhouse gas emissions, land use and water care.

“This is the first phase of our experiment. We are actively working with fashion brands, experts, NGOs and industry bodies with the ambition of creating an open industry-wide tool, and plan to continue driving collaboration with other key players – large and small,” concluded the spokesperson.