Google partners with Stella McCartney to launch fashion supply chain platform

Google has partnered with Stella McCartney to launch a fashion supply chain platform which helps brands identify environmental risks across 20 fibre types.

The tool, which utilises technology from Google Earth and the Google Cloud, asseses the risks of the fibres across region s in terms of environmental factors including air pollution, biodiversity, climate and greenhouse gases, forestry and water use.

It will also provide brands with specific instructions when it comes to specific risk-reduction activities in certain areas, these can include opportunities to work with farmers, producers and communities, such as investing in regenerative agriculture practices, Google said.

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The Big Tech giant called upon fashion giant Stella McCartney to understand industry needs before rolling out the platform.

Stella McCartney’s team helped to identify cotton sources in Turkey that faced increased water and climate change risks, using the tool.

Adidas, Allbirds and H&M Group are also helping to test and refine the tool so the fashion industry can benefit on a wider scale, Google said.

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