#64 - Drishti Masand - Sustainability Direction at adidas and Communication Lead in the T-REX Project

Are you curious about the future of sustainable fashion and the transformative projects shaping this industry? If so, this episode is crafted just for you! We're joined by Drishti Masand to explore the T-REX project, an acronym for Textile Recycling Excellence. Led by adidas, this initiative aims to revolutionize textile recycling across Europe through collaboration with major industry players like Veolia and various recycling companies.In this discussion, Drishti illuminates the project’s goals, including tackling the technical and economic challenges of establishing a circular textile economy. She emphasizes the importance of long-term vision in sustainability, showcasing how the New Cotton Project — another EU-funded project that concluded recently — has paved the way by turning post-consumer cotton textiles into new fibers, thus demonstrating the potential of a circular economy.We delve into the technical complexities that the T-REX project addresses, identifying gaps in textile recycling—from collection and sorting to final recycling processes. Drishti discusses the roles of the 13 key partners involved, each critical in transforming recycled materials into new products. This collaborative effort highlights the integration of advanced technologies to ensure material purity and recycling efficiency.To round off our conversation, Drishti shares insights on the upcoming EU regulations impacting the textile industry and the importance of aligning industry standards with consumer expectations for sustainability. This episode not only sheds light on adidas’s initiatives but also underscores the broader industry's move towards sustainable practices through innovation and collaboration. Join us to gain a deeper understanding of how these initiatives are setting the stage for a more sustainable fashion future.Content to Navigate the Episode:00:00:38 - Introduction to Drishti Masand00:01:08 - Drishti's career path before adidas00:02:34 - Drishti's role at adidas and circularity strategy00:03:25 - The New Cotton Project and its learnings00:04:38 - Introduction to the T-REX project and its meaning00:05:39 - Goals and partnerships of the T-REX project00:06:55 - Technical and economic challenges of textile recycling00:07:55 - Importance of technological developments00:09:42 - Issues with the purity of recycled materials00:11:43 - Key partners and responsibilities in T-REX00:20:33 - European regulations impacting the textile industry00:30:45 - adidas's guidelines on eco-designKey Learnings:"Circular economy isn't just a concept at adidas; it's a concrete strategy we're pushing forward to reshape how the fashion industry operates by 2050.""T-REX stands for textile recycling excellence, aiming to optimize a circular system within Europe. We're assessing the economic and technical barriers to make textile recycling a reality.""We've realized that the technology for sorting and recycling isn't as mature as we thought. There's still a huge gap in making these processes efficient and scalable, which is what we're focusing on in the T-REX project.""It's not just about recycling textiles; it's about creating a system where everything works in a circular loop rather than the outdated take-make-throw system.""We are at an inflection point within the EU with new regulations set to redefine the responsibilities of fashion brands towards a sustainable future.""As we push forward with T-REX, we are not just testing technologies but also creating a blueprint for how a sustainable textile industry could function within the European Union." Hosted on Acast. See acast.com/privacy for more information.