Turning Ocean Plastic Into Fitness Gear for Women

Eco-friendly is a household term, with little backing to what it really means. Many of the products found in stores bearing the term often fail to live up to their everyday counterparts, making it hard for the average Jane or Joe to commit to changing habits. 

Many have a story of the bamboo toothbrush that tasted like boar hair (because it was) or the reusable straw that was filled with old smoothie gunk and never used again. There are neverending tales of people who have tried and failed to create a new green habit but found the products lacking in the flair, taste, and value they had before. 

This rise in green consumerism has drawn some of the world’s biggest names to focus on reducing environmental impact, providing recyclable packaging, and focusing their brands on promoting these characteristics to win over discerning customers. But even these behemoths have often failed at realizing the potential of the ideas. 

Examples such as Sun Chips’ environmentally friendly bags that cranked between 75-95 decibels (motorcycle loud), or when Honda, Volvo, and Toyota switched to soy-based wiring that attracted rats demonstrate the folly that can sometimes come from going eco-friendly without thinking through the impact on the customer experience. 

A compelling new brand on the scene claims to focus on the customer experience by pairing the latest athleisure trends with eco-friendly, sustainable product development. VEOM has developed a fitness legging that is built with fabric made with recycled plastic from the Atlantic Ocean. Their high-tech fabric is both comfortable and flexible and created using an ethical manufacturing supply chain. 

Co-founders Anna Liadova and Polina Gherasimova developed the VEOM collection and they are launching a Kickstarter crowdfunding campaign to raise funds for their startup. Their hope is that through their success they can inspire more fabric manufacturers to use recycled materials, creating even more possibilities for clothing designs. 

Says co-founders: “We searched for performance fabrics and beautiful designs but made in an ethical manner. On in-depth research, we realized that it’s extremely difficult to find both sustainable and stylish leggings. So we decided to create our own brand! We are delighted with the 100% environmentally friendly collection that VEOM is. It’s up to all of us to take responsibility for the destruction of the planet; this is one step towards purer living.” 

To land a pair of these eco-friendly leggings, support their crowdfunding campaign.