Nuearth’s Fashioning The Future initiative in collaboration with luxury jewellery brand Chopard aims to give the fashion industry ways to reduce its carbon footprint using hydro and geothermal-powered near carbon-free data storage systems in Iceland.

The company said it uses the so-called lowest carbon footprint Data Centres in the world hosted at the Borealis Data Center in Iceland and added that its clients have the huge advantage of zero power cost on the company’s network.

Nuearth explained it is working with Icelandic partners Responsible Compute to provide almost carbon-free storage solutions to clients across the UK and Europe and help fashion companies to mitigate their carbon footprint using cost-effective and sustainable servers powered by hydro and geothermal energy.

Nuearth co-founder Robbie Furze said: “At Nuearth, our exclusive partnership in Iceland enables us to prioritise the use of data centres that are designed, powered and operated via hydro and geothermal energy sources and energy efficient infrastructure, with effectively a zero-carbon footprint. While we are targeting the fashion and film industries initially, this solution is relevant for every sector and business that has a data storage requirement.”

Chopard co-president and artistic director Caroline Scheufele added that for the fashion industry the adoption of sustainable practices is not merely a goal, but a necessity.

Nuearth explained it is looking to raise industry standards by highlighting the environmental impact and championing sustainability.

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By GlobalData

The global environmental disclosure nonprofit Carbon Disclosure Project (CDP) evaluated companies through its climate change, deforestation and water security questionnaires earlier this month and found leading fashion players, including Kering, Lenzing and Inditex, achieved recognition on its A-list for their ‘exceptional’ data disclosures.