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WWF Sweden and Google joined together to offer sustainable platform to fashion brands and retailers.

Published: June 11, 2020
Author: Millionaires


WWF Sweden is well known for its Working to sustain the natural world for the benefit of people and nature. Google provides platforms to all business and brands as we know very well.

Collaboration is a key for fashion brands and retailers to create a more sustainable fashion industry. With a view to create an environmental data platform that will enable more sustainability in fashion industry Google has collaborated with WWF Sweden.

Google has announced a partnership with WWF Sweden to help create an environmental data platform that will enable more sustainability in the fashion industry.

The aim of this platform is to help, drive responsible sourcing decision, with new developed data by combining Google Cloud’s technical capacity, including big-data analysis and machine learning with WWF’s knowledge of assessing raw materials.

The platform created by both the brands will score each material and sourcing location on multiple environmental issues such as air pollution or water scarcity, as well as estimating specific impacts such as greenhouse gas emissions and accounting for the ‘mitigation benefits’ of more sustainable sourcing options. As a result, brands and retailers are not only able to make better sourcing decisions but also, they will get greater visibility options within their supply chain to make better decision.

Globally, the fashion industry accounts for 20 percent of wastewater and 2-8 percent of greenhouse gas emissions and further by 2030 it is expected to grow up 50 percent. Most of the processes at raw material stage of the supply chain results in wastage of natural resources and hazardous effects on environment which is a global challenge. This platform will help a fashion industry to take a call to increase or to move towards a sustainability.

“Sustainability is a challenge that crosses industry boundaries, and we firmly believe that solutions require strong partnerships and collaboration” stated by Kate Brandt, the Google sustainability officer.

Brandt said “the main aim of this partnership is to combine our technology, and with data inputs from many key industries we will be able to serve better to brands and retailers to fill fundamental data gaps by bringing greater accuracy to environmental reporting and ultimately moving toward more sustainable processes.

WWF Sweden and Google partnership offers a responsible sourcing platform to fashion brands and retailers


To translate data into meaningful insights so the industry can take action in 2019 Copenhagen Fashion Summit, Google Cloud announced a pilot in collaboration with Stella McCartney to use Google Cloud technology to provide a more comprehensive view into raw materials of clothing manufacturers’ supply chains.

As well as Stella McCartney and Ikea, the WWF and Google have stated that they are also in consultation with a large number of other fashion, luxury, denim, and athletic brands and retailers.

The joint venture of Ikea and WWF Sweden in 2018 was with a similar aim of developing tools to analyse the risk and impact of various textiles raw materials.

The CEO of WWF Sweden, Hakan Wirten, added: “WWF’s partnership work with companies has always been motivated by the need to drive real transformation at the largest possible scale.

With an intention to work towards sustainability, to make the move more powerful to and to transform a whole industry this project is an excellent example of collaboration of Ikea, with WWF Sweden, with Google.

This new platform is formed with the hope of providing all the required information for brands and retailers, increase the accuracy and relevance of raw materials assessments and to include numerous additional raw materials based on WWF data and knowledge and contribute towards sustainable world.

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