Part 7/14:
Eric highlights how brands like Under Armour, which recently acquired Less, can leverage their infrastructure to scale regenerative fashion practices globally. He notes that CEO Kevin Plank’s leadership positions them to disrupt traditional manufacturing and push sustainability to the forefront of corporate strategy. The partnership aims to embed conscious design into mainstream apparel—“scaling what we call regenerative fashion”—and serve as a blueprint for others.
He emphasizes that these efforts are not just philanthropic but critically tied to brand desirability. Evidence from past initiatives, such as Adidas’s ocean plastic shoes, illustrates that environmental storytelling drives consumer demand, making sustainable products a competitive advantage.