Stella McCartney opens London store with 'purest air in the capital'
Luxury fashion brand Stella McCartney has fitted its new London store with cutting-edge filter technology in a bid to create the capital's cleanest pocket of air.
The new store, which opened today (June 13) on Bond Street, boasts air-filtration technology which claims to remove 95% of traffic fumes and residual airborne pollutants. It is the first time that the filter system, designed by Danish firm Airlabs, has been installed in any building.
"Stella McCartney is an inspirational pioneer for sustainable fashion,"Airlabs’ chief executive Sophie Power said. "The clean air in the new flagship store offers a unique experience, as well as helping raise awareness of issues and solutions around air pollution."
Levels of nitrogen dioxide and CO2 inside retail units on Oxford Street are similar to those outside on the street at ground level, with comparably high levels found in Bond Street, according to research from Airlabs.
Oxford Street is one of the most polluted roads in London, largely due to nitrogen dioxide from diesel fumes. In 2015, the busy shopping street reached the legal air pollution limit for the whole of the year in just five days, but has seen pollution levels improve following recent changes to bus routes.
Overall, the capital reached the legal toxic air limit for the whole of 2018 less than a month into the year. Since then, the Government has published its new clean air strategy, which it claims will reduce the costs of air pollution to society by an estimated £1bn every year by 2020.
Stella McCartney joins The Body Shop in trialling Airlabs technology in London. The Body Shop fitted technology at three bus stop sites in New Oxford Street, Tottenham Court Road and High Holborn that could also clean local air by 95%.
Since launching in 2001, the Stella McCartney brand has been widely hailed as an ethical fashion choice, having avoided the use of leather, fur, skins and feathers in any products over ethical and environmental concerns.
Having previously called on clothing manufacturers to take more responsibility for the environmental impact of the products they produce and commissioned the first ever Life Cycle Assessment (LCA) for man-made cellulose fibre (MMCF) used in production. The designer also announced that it would lead a new Ellen MacArthur Foundation initiative that aims to help drive a circular fashion industry.