Mon. Sep 26th, 2022

Since fashion has been known as the second most violator of sustainability, the industry has taken extreme lengths to change the narrative. In fact, according to the UN Economic Commission for Europe shares that fashion production has been known to make up 10% of the world’s carbon emissions, as well as affects dries up water and pollutes rivers and streams. And fast fashion has been blamed for 85% of clothes that are put in the trash every year. Valentino is a part of this discussion, paving a way to reduce CO2 emissions on its website through an innovative digital sustainability tool, made possible by Karma Metrix.

Both companies are Italian, and through their collaboration, are seeking to quantify Valentino’s energy performance of their website pages. How are they able to do this? In a first ever they are doing this by using a particular algorithm that quantifies the CO2 emission made by valentino.com. According to the fashion Maison, “this is now equal to 2.56 grams per page view, will allow the Maison to measure its energy efficiency and implement actions aimed at reducing its impact on the environment.”

“Facts show that the Maison, committed to generating new digital opportunities within the brand, is at the forefront of the green transition process,” notes Ale Agostini. And one thing both companies are pressing is that sustainability embraces the digital sphere, and they see it’s important to address the longstanding issue of digital pollution that inevitably comes from website.

Digital pollution (or internet pollution) is a term most of us have never heard of. It simply means that our digital use of anything emits greenhouse gases, 4% in fact. There are two types of digital pollution: data centers and network infrastructure, and consumer equipment. The lockdowns during the pandemic led to an increase of internet pollution. And in fashion, as brands turned to digital runway shows for over a year, digital pollution was expanded. To give an example from the International Energy Agency, watching an hour of video streaming on a platform like Netflix creates 36g CO2 of emissions. To fly from Heathrow Airport to JFK Airport is the equivalent to using 1300kg of CO2.

“The CO2 emissions linked to websites, due to the fossil fuels powering data centers and end devices, alongside the current ineffective methodologies – are at such high levels to have raised imminent awareness on digital sustainability. According to the Global Carbon Project, the Web in fact ranks as the fourth “country” in the world for carbon dioxide emissions,” shares the Maison in notes.

For Valentino, they are saying it’s possible to start using the web in a conscious way that cares for the planet, while at the same time being a part of digital transformation. According to Karma Metrics and Valentino: this new algorithm was created in Switzerland and quantifies CO2 emissions by analyzing dozens energy efficiency factors of website pages to define a path of sustainability and of energy saving. “The algorithm analyzed a panel of over 11 million Valentino.com’s pageviews through various factors including: numbers and types of Javascript files, image size, chromatic choices and simplicity of the html code.”

“We are pleased to join forces with the Maison to raise awareness that green transition also involves a more efficient development of websites focusing on energy efficiency. As Karma Metrix we are proud to promote positive change that aims to re-duce CO2 emissions,” continues Agostini.

As fashion continues conversations and makes initiatives like the one Valentino and Karma Metrix has on internet pollution, the world will see more inroads on detailed issues like the sustainable web, which are a part of the larger conversation of sustainability.

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