Plastic and luxury – long considered an oxymoron. Those days numbered – and it’s about time. Tom Ford revealed the Tom Ford Ocean Plastic Timepiece – a pioneering way to keep time via a watch made from 100 percent ocean plastic.
“In my opinion, ethical luxury is the greatest luxury of all,” Ford said. “The Tom Ford customer is sophisticated with a heightened awareness of the issues facing our planet and the responsibility we have to protect it. Sustainability is a key issue in our lives right now.”
The designer and CFDA Chairman recognizes that ocean plastic we generate is “perhaps taking the greatest toll on our environment of all. For every 1,000 ocean plastic timepieces we produce and sell, we permanently remove and prevent 490 pounds of plastic waste from entering the ocean.
“It is incredibly appealing to know that you are not only wearing a high-quality product, but by simply owning the product you are also taking direct action to improve the planet.”
Every watch is made in Switzerland—and each style removes the equivalent of 35 plastic bottles from the oceans. Packaging is also recyclable, and Ford only worked with suppliers that share his commitment to ending the world’s plastic problem. The plastic came from oceans, coastlines and uncontrolled landfills—no virgin plastics or non-ocean bound plastics were used. The plastic was transported in a carbon neutral way and solar energy was used for the compounding.
As part of the launch and his commitment to ocean health, Ford partnered with 52HZ on the Tom Ford Plastic Innovation Prize – which, according to a company statement, “aims to accelerate meaningful innovation around a replacement for this thin-film plastic and steer the global community toward a historic turning point in the fight against plastic pollution.” The Prize aims to incentivize the creation of a new material “that serves the same purpose as existing thin-film plastic without poisoning the ocean.” Some $1 million will be awarded – with recipients determined by industry-leading judges. Go to www.PlasticPrize.org for more information.
“Collaboration accelerates innovation, and we are so proud to partner with Tom Ford in 52HZ’s inaugural venture: The Tom Ford Plastic Innovation Prize,” said Lonely Whale CEO Dr. Dune Ives, who called the designer an icon and leader in the fight for the future of our planet, adding that the timepiece and prize are “proof positive that the fashion industry can be an ally, with plenty to contribute to the environmental movement.”
To which we say: Yes, we can!
