Adore Me teams up with startups for sustainable fabric dyeing processes

Lingerie brand Adore Me has adopted a new approach to working with technology and sustainability partners. The company is now concentrating on building long-term partnerships and collaborating with innovative startups.

Recently, Adore Me partnered with Ever Dye, a French fabric dyeing company that uses an innovative process. Ever Dye’s method involves combining pigment with a bio-sourced organic polymer binding agent. This approach offers a more sustainable way to dye fabric. Adore Me currently uses Ever Dye for its eco-friendly orange dye and plans to extend this technology to other popular colors in its collection, such as red and black. By fall 2024, Adore Me intends to release a capsule collection using only Ever Dye’s technology.

Ever Dye is the third sustainability-focused partnership that Adore Me has established this year. Earlier, the brand partnered with Carbonfact, a data platform, in April, and Commonshare, a traceability platform, in July. Carbonfact helps make Adore Me’s products traceable through digital passports, while Commonshare manages supply chain data. These partnerships align with Adore Me’s goal of finding sustainability solutions with significant business impact. Roy Ranjan, Adore Me’s VP of Strategy, mentioned that these solutions would also lead to long-term cost savings.

Adore Me’s success with the incubator model is attributed to its size and agility. Despite being a sizable company, it still considers itself a startup, allowing it to move swiftly. Strong relationships with suppliers, advanced technology, and infrastructure make integrating these partnerships seamless.

Adore Me was acquired by Victoria’s Secret for $400 million in 2022 and obtained its B Corp certification the same year.

The conventional process of dyeing garments requires prolonged exposure to high temperatures in dye baths. Ever Dye’s innovative process eliminates this inefficiency.

According to Ilan Palacci, Ever Dye’s CEO, traditional dyeing contributes significantly to carbon emissions and water pollution in the textile industry. Ever Dye’s process achieves the same results as conventional dyeing but without the need for heat and extended time periods. This process also simplifies water cleanup after dyeing. The non-toxic dyes enable water to be safely returned to the environment. If successful, the partnership with Ever Dye could reduce Adore Me’s carbon emissions by 75% compared to its current dyeing process.