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Brief Published: 15 Jun 2020

Google & WWF Create Sustainable Material Sourcing Platform


Google is partnering with WWF (World Wide Fund for Nature) Sweden on a sustainability platform that makes it easier for fashion brands to source eco-friendly materials. The platform will compile data on the impacts of various raw materials on the environment.

The two parties plan to pool their resources and research into a platform that will make this data widely accessible. The aim is for brands to make better informed decisions about their material choices, and also to increase the visibility and transparency of supply chains within the fashion industry. 

Having been involved in the research and development of the platform since 2019, British luxury label Stella McCartney will be the first to test it, furthering its ongoing commitment to sustainability. Google and WWF are currently in talks with a number of other brands and retailers who can use the platform and widen the net of data available.

Through this initiative, Google and WWF hope to provide the data and transparency necessary for the industry to make progress in this area. Access to accurate and reliable information is key if smaller brands and retailers are to make sustainable changes within their supply chains, while the support of bigger brands and organisations will make this process much more achievable.

For more sustainability initiatives in the fashion industry, see our latest Sustainability Round-Up. Read Sustainable Fashion: A How-To Guide for an in-depth look at how to source, make and market a sustainable fashion product. Also see Eco-Ethical Retail Tech for more on the role this has to play in fashion’s sustainable journey.