March 27, 2008
This morning on my way to work I walked by a billboard showing a new Adidas “ecologically” friendly clothing line. Young urban activists wearing recycled or reused clothing? forgot what they called it. Carrying plants and looking hip. And I thought are you fucking kidding me?… Dear brands if you want to pull one over me please try do a better job of it.
It seems nowadays green is the way to go, or to put it cynically to sell something or at least get some press…
I have lost track of how many fashion labels are touting green this and that…Even big sports brands like Adidas and Nike… Don’t get me wrong I am all for ecological friendly design and ideas but what pisses me off the evident use of the green movement to reshape the public brand image of well not all together green friendly companies…
I mean come on is the public that dumb to buy into Nike and Adidas making recycled shoes and mock documentaries on Green guerrilla activists when they are still producing their wears in sweatshops? Or BP which has been trying for years to come off as anything but a the oil, gas and chemicals company they are.
Having said this as a designer I love the new BP identity and I still buy sneakers. I am a consumer and love my brands but I would expect that if a brand is considering going green that they do this seriously and not just with thinly veiled marketing attempts.
I know cigarettes are not healthy, I know eating junk food will make me fat so please brands I love you but lets be honest here and not pretend to be something you are not. Superficial green marketing doesn’t work, real change does, but maybe that is not “marketable”,”targeted” or “viral” enough…
Starting to see plants in odd locations… probably part of the Adidas “enviromental” campain… please stop people!! It not working.. and it’s starting to really annoy me.
BTW on the billboard the URL www.adidas.com/originals is listed checked page but could find the stuff… I guess its because its viral edgy campaign… uhh ahhh
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