During recent years, pollution has become one of the main problems of the world. The statistics state that more than eight million tons of plastic is dumped into the ocean every year and at this rate, the ocean will soon be full of more garbage than fish. Drains lead to the ocean and in addition, some businesses illegally dump their waste and plastic in the ocean. This is alarming for the current and future generations because without the oceans, marine life would die, transportation through sea would be cut off, and the environment would be disturbed greatly. Therefore, the designer, Tom Ford has decided to make his brand ocean friendly. According to Ford, “It’s one of the greatest issues facing us: polluting the oceans. If they die, we’re in big trouble.”
On the 19th of November 2020, Ford announced a million dollar prize for anyone that can come up with an idea to find a replacement for thin-film plastics as they are drastically ruining the environment. Upto five trillion plastic bags are used and discarded each year. Alongside the Plastic Innovation Prize, Ford also released a watch that is made entirely from ocean waste. It is made from 100% ocean plastic which is sustainable as it reduces waste from the ocean and makes the brand ‘morally or socially responsible’. The production of one watch reduces waste that is equivalent to almost 35 bottles from the sea.
The idea struck the 59 year old designer five years ago when he was watching the actor, Adrien Grenier, talk about plastic straws on TV. At the time, it didn’t seem as much to him but as he thought more about it, he realized it made sense, “they’re a problem and they’re something we can cut out.” So, after Ford recognized how unsustainable plastic straws are, he implemented his knowledge in his daily life. Ford drinks two to three coffees everyday and he switched to metal straws and soon he replaced plastic bottles with glass bottles. This also shows how one talk on television can spark a positive change in someone because Ford claims, “It all went from seeing Adrien talk about straws.” This is what influenced his brilliant ocean plastic watch that retails at $995.
Tom Ford 002 Ocean Plastic Watch
As far as the prize is concerned, Ford has partnered with Greiner and 52HZ, an advisory arm of Lonely Whale. It’s an organization the actor found in 2015 and it has worked towards protecting oceans. The partnership is a five-year commitment and a winner will be chosen in 2022, and according to the plan, the innovation will be available in the market. The fashion industry relies on polybags for the packaging from the secondary sector till the point it is sold in stores. This increases the usage of the polybags which is really harmful for the environment and it is unethical on behalf of the producers and the consumer. Therefore, this million dollar prize will encourage people to come up with a solution so that our earth can become a better place for the future generations to come.
Even though recycling isn’t a long term solution because there is not much that can be done with recycled plastic, making these watches is a small step towards the right direction and different competitors can draw inspiration from the watch to create a better homeland for humans. Ford does plan on making more watches in the future. He says, “I suppose it feels like plastic, if you know, but it doesn’t feel like a compromise. It’s incredibly durable. It’s beautifully made. And it says ‘ocean plastic’ on it. You see it on your arm and you think, Wow, you can make great things out of ocean plastic.” This will encourage more consumers to think and buy items which are sustainable.
By creating these watches, Ford has created something that can last for a long time and is durable from something that was disposable and not really worth anything. People can sell the watch further or pass it on to a family member and this makes the whole concept of ocean plastic ethical.
Ford is happy with his new launch and claims, “It’s like a straw – It’s a start.” Small changes from businesses can set the way for how other producers produce their goods and services and it motivates consumers to pay more attention to the brands they support and what they purchase, thus helping the environment and promoting a sustainable living standard. This will lead to a better future and smarter consumption.
