Google Details Fashion Sustainability Tool

Fashion, as an industry, is among the world’s biggest polluters. Now one of tech’s biggest companies wants to help clean it up. As reported, Mountain View, Calif.-based tech titan Google took to the Copenhagen Fashion Summit on Wednesday to reveal a new sustainability experiment with designer Stella McCartney. The company wants to build cloud tools that give fashion brands a better view into their supply chains — particularly for raw materials, which tends to be one of the dirtiest stages of production. “The fashion industry accounts for 20 percent of wastewater and 10 percent of carbon emissions globally,” Nick Martin, head of retail at Google’s cloud division, wrote in the company’s blog. “Much of this impact occurs at the raw materials stage in the production process, where brands have little to no visibility.” Google hardly needs help with the tech piece of the puzzle, but for fashion and sustainability, the company tapped McCartney. The brand has been a major proponent of the sustainability movement, having helped launch the UN Fashion Industry Charter for climate change. It also founded Stella McCartney Cares Green last year to support education and raise funds for non-profits, lawyers and lobbyists fighting for environmental causes. “At Stella McCartney we have been

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