Stanley/Stella and Green Story Launch Product-Level Impact Data and Digital Product Passports for Iconics Collection
In a bold move to elevate transparency and sustainability in the fashion industry, Stanley/Stella, Europe’s leading sustainable blank apparel brand, has partnered with sustainability intelligence platform Green Story to launch detailed, product-level environmental impact data and digital product passports across its core Iconics collection.
This initiative covers ten of Stanley/Stella’s best-selling products, offering Cradle to Gate and Cradle to Grave impact metrics for multiple variants, including dyed, natural raw, heather, and eco-heather options. The results are live on each product’s webpage marking one of the most transparent sustainability efforts in the apparel sector to date.
A New Benchmark in LCA Transparency
The launch follows a rigorous, year-long Life Cycle Assessment (LCA) project led by Green Story’s Chief Sustainability Officer, Dr. Kannan Muthu, in close collaboration with the Stanley/Stella sustainability team. The study gathered verified primary data from 23 facilities, including 14 on-ground factory visits in Bangladesh, covering every stage of the product lifecycle from raw material sourcing and dyeing to manufacturing and end-of-life.
Unlike many industry efforts that rely on generic databases or averaged emissions, this initiative used supplier-specific data and component-level modeling to ensure accuracy across key indicators like carbon footprint, water consumption, and energy use.
“We modeled every fiber, dyeing method, and factory process to ensure accuracy. Stanley/Stella’s openness in validating every detail is truly groundbreaking,” said Dr. Muthu.
Impact Highlights from the Iconics Collection
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The Creator 2.0 T-shirt in standard dyed color:
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2.37 kg CO₂e (equivalent to driving 9 km)
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0.02 m³ water use (equal to 11 people’s daily drinking needs)
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Natural Raw and Eco-Heather variants showed 20% lower carbon impact due to minimal dyeing processes.
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Changer 2.0 Crewneck Sweatshirt exhibited 30% lower emissions than heavier counterparts like the Cruiser 2.0 Hoodie.
Powering Smarter, Sustainable Fashion
“Working with Green Story, we’ve gone beyond standard reporting. This project builds a robust foundation for more intelligent product design and real carbon reduction,” said Michel Hublet, Head of Sustainability at Stanley/Stella.
Green Story’s CEO, Akhil Sivanandan, emphasized the combination of technology and on-the-ground verification. “We’re not just showing numbers on a dashboard we’re validating each claim with scientific rigor.”
What’s Next?
Stanley/Stella and Green Story are already collaborating to extend the impact assessment model to other products. The next phase will focus on decarbonization strategies across the brand’s broader operations and supply network.
This launch marks a significant step in shifting fashion toward data-backed sustainability and traceable, responsible supply chains empowering both brands and consumers to make better-informed choices.
