Stella McCartney unveils sustainable shop with ‘cleanest air’ in London

‘This store really tells the story of the world of Stella McCartney; incorporating sustainability, fashion and luxury’

Stella McCartney opens the new shop with Kylie Minogue and Kate Moss (Rex Features)

This week designer Stella McCartney opened a brand new shop at 23 Old Bond Street, which is being touted as the most sustainable store in London.

The brand has enlisted the help of Airlabs to ensure that the air in the store is as clean as possible, despite the air pollution that’s rife in the capital.

Airlabs is a company that’s committed to creating clean air zones in cities, with 92 per cent of the world’s population reportedly exposed to a harmful degree of air pollution on a daily basis.

The decision to make a conscious effort to reduce the amount of contaminated air within the store is in keeping with Stella McCartney’s ethos of sustainability.

“This store really tells the story of the world of Stella McCartney; incorporating sustainability, fashion and luxury,” the eponymous designer said in a statement.

In addition to maintaining cleaner levels of air within the shop, the fashion brand has also strived to be as sustainable as possible when furnishing the store.

The design of the shop has incorporated materials that are handmade, organic and ethically sourced, rather than the more luxurious materials that were more frequently used in the past.

The location of the new shop is especially significant for McCartney, having grown up in the city.

“Old Bond Street, it’s probably one of the most prestigious retail locations in the world,” she said.

“And for me being born and bred in London and having our business headquarters there and design studio, it’s an incredible honour for us.”

The opening of the new London shop will help educate retail consumers on the dangers of air pollution, as CEO of Airlabs Sophie Power explained.

“Stella McCartney is an inspirational pioneer for sustainable fashion,” Ms Power said according to Business Green.

“The clean air in the new flagship store offers a unique experience, as well as helping raise awareness of issues and solutions around air pollution.”

In 2021, new low-emission rules will come into force in London in order to reduce the dangerous levels of air pollution in the industrial city.