Eric Liedke calls his product "the new eco-friendly Supreme or Yeezy."
German businessman Eric Liedke, known around the world as the former CEO of Adidas, has announced the founding of his own fashion brand for the production of clothing.
News outlets reported that Unless was established as a streetwear brand with a focus on sustainability and sustainability. According to the presented concept, the new brand will produce products on the principle of "zero waste" and will not use plastic when choosing fabrics for making clothes.
“Fashion is a big contributor to pollution, and the plastic problem is only getting worse. We want to build a new Supreme or Yeezy, but eco-friendly,” commented Liedke.
Unless is expected to launch its first clothing collection in September 2021. It will include t-shirts, shirts and hoodies, created in collaboration with artists from Portland. It is assumed that local designers and authors from other US cities will be involved in creating new lines for Unless. Connect Ventures is one of the investors of the new fashion project.
Eric Liedke officially left Adidas in 2019 after over 25 years in leadership roles. While managing the business of one of the largest sports brands, Lidke collaborated, including with Kanye West and Beyoncé. The businessman came up with the idea to create his own eco-friendly brand after the collaboration between Adidas and the organization Parley for the Oceans, which specializes in the collection and recycling of ocean debris.