Parley For The Oceans' ambitious mission has been to end the destruction of the world's oceans. In partnership with Adidas, they've been reimagining what sneakers can be and how they're made, transforming the uber-popular Ultra Boost silhouette into an environmentalist fashion statement.
Adidas and Parley took advantage of this past weekend's Earth Day celebrations to announce the next stylish installment in their eco-conscious sneaker collaboration series.
Capitalism and environmentalism are unfortunately considered to be incompatible ideologies, when they really don't have to be. To prove that point, Parley has long been interested in "...find[ing] ways to synchronize the economic system of humankind with the ecosystem of nature."
The thinking goes something like this: if environmental consciousness and conservationist tendencies could be injected into the capitalist system, if environmentally friendly products were desirable and lucrative, capitalism could in a sense be "hacked" and rewired to do the work of saving the planet. (Sounds great in theory, but *obviously* much harder to execute in the real world.
Undeterred by the enormity of such a task, Parley, with the help of Adidas, is stepping up to the plate and accepting the challenge.
Parley's Adidas Ultra Boost line is made with recycled ocean plastic. Each pair of shoes is produced with the equivalent of somewhere in the neighborhood of a dozen plastic bottles.
Whenever introducing new ideas into a body politic, it's always smart to target youth culture. And today's youth culture is nothing short of bonkers for sneaker culture, and recently, Adidas especially.
Each "Boost" sneaker release (including, of course, the Yeezy line) is met with wild amounts of hype, and often precipitates store campouts and a huge resale market.
So if Adidas is going green, the hope is that the youth will follow suit.
While the previous Parley x Adidas release only delivered the Ultra Boost Uncaged model, the upcoming release will offer three models: the Uncaged, the UltraBoost 3.0, and the women's UltraBoost X.
The release, by all accounts, will be quite limited (the last Parley drop only produced 7000 pairs). All three models will hit Adidas' stores, website and select stockists on May 10th, with a retail price point set at $200.
Check out Parley and Adidas lay out the vision driving their collaboration in the video below: