Smart Creation, the podcast. Episode 64 The - Première Vision Paris - Denim Première Vision - Première Vision New York
Drishti Masand – Sustainability Direction at adidas and Communication Lead in the T-REX Project
“It’s not just about recycling textiles; it’s about creating a system where everything works in a circular loop rather than the outdated take-make-throw system.”
Drishti Masand, Sustainability Direction at adidas and communication lead in the T-REX Project
Are you curious about the future of sustainable fashion and the transformative projects shaping this industry? If so, this episode is crafted just for you! We’re joined by Drishti Masand to explore the T-REX project, an acronym for Textile Recycling Excellence. Led by adidas, this initiative aims to revolutionise textile recycling across Europe through collaboration with major industry players like Veolia and various recycling companies.
In this discussion, Drishti illuminates the project’s goals, including tackling the technical and economic challenges of establishing a circular textile economy. She emphasizes the importance of long-term vision in sustainability, showcasing how the New Cotton Project, another EU-funded project that concluded recently, has paved the way by turning post-consumer cotton textiles into new fibers, thus demonstrating the potential of a circular economy.
“We’ve realised that the technology for sorting and recycling isn’t as mature as we thought. There’s still a huge gap in making these processes efficient and scalable, which is what we’re focusing on in the T-REX project.”
Drishti Masand, Sustainability Direction at adidas and communication lead in the T-REX project
We delve into the technical complexities that the T-REX project addresses, identifying gaps in textile recycling—from collection and sorting to final recycling processes. Drishti discusses the roles of the 13 key partners involved, each critical in transforming recycled materials into new products. This collaborative effort highlights the integration of advanced technologies to ensure material purity and recycling efficiency.
“Circular economy isn’t just a concept at adidas; it’s a concrete strategy we’re pushing forward to reshape how the fashion industry operates by 2050.”
Drishti Masand, Sustainability Direction at adidas and communication lead in the T-REX Project
To round off our conversation, Drishti shares insights on the upcoming EU regulations impacting the textile industry and the importance of aligning industry standards with consumer expectations for sustainability. This episode not only sheds light on adidas’s initiatives but also underscores the broader industry’s move towards sustainable practices through innovation and collaboration. Join us to gain a deeper understanding of how these initiatives are setting the stage for a more sustainable fashion future.
“We are at an inflection point within the EU with new regulations set to redefine the responsibilities of fashion brands towards a sustainable future. […] T-REX stands for textile recycling excellence, aiming to optimize a circular system within Europe. We’re assessing the economic and technical barriers to make textile recycling a reality.”
T-REX Project (Textile Recycling Excellence)
Duration: 2022–2025
T-REX Project brings together major players from across the entire value chain to create a harmonised EU blueprint and business opportunities for closed loop sorting, and recycling of household textile waste. Transforming end-of-use textiles, from waste, into a desired feedstock, and a commodity for new business models that can be adopted at scale.
The project aims to contribute to understanding and identifying the infrastructure, technology, and policy needed to encourage the growth of circular value chains in the textile industry. The partners will work towards developing a systematic approach to addressing the problem of textile waste, resource preservation and reduction of the environmental footprint of the fashion industry.
The T-REX Project will increase knowledge on the systemic change required to scale fibre-to-fibre recycling, adding to previous studies that include the Fashion for Good and Circle Economy’s ‘Sorting for Circularity Europe’ Report.
Project partners: adidas, Veolia, Infinited Fiber Company, BASF, CuRe Technology, Linz Textil, FAU, Aalto University, Fashion for Good, Quantis, Arapaha.
The project is funded by the European Union’s Horizon Europe research and innovation programme.
Drishti is a curious engineer exploring promising technologies to drive innovation and faster growth. She is part of the adidas Global Sustainability team as a Senior Manager to create holistic strategies for sustainability topics on the topics of Materials Innovation and Circularity. Drishti is recognised as an Emerging Leader and industry expert on circular economy strategies and sustainable innovations. In addition, Drishti contributes to industry working groups in developing and executing rising sustainability standards for the industry.
She is a Materials Engineer and completed her Masters of Engineering from Cornell University.
Her international background allows her to have an open-minded approach to all challenges and opportunities. Drishti seeks to leverage strong leadership, analytical and communications skills, and expertise to drive change and increase impact.