“From store interiors made out of recycled materials (as seen at Globetrotter’s Re:think store in Bonn) to rental shops that are on the quest to revolutionize the concept of ownership (as seen at Kleiderei in Cologne), more and more retailers in Germany start to introduce new sustainability concepts to their store floors. A development that not only supports the company’s sustainable agendas but also creates new incentives for consumers to come back to physical retail and experience shopping in a new way.

In Mintel’s upcoming report Fashion & Sustainability – Germany – 2023, we will take a deep dive into the changing perception of sustainability and analyse how and why sustainability is not only a conviction but also a fashion trend for young consumers and in particular for Gen Z. In the youngest consumer group, we defined - called the Eco-chic Fashionista - 71% of German consumers find sustainability more important than the price of a fashion item, while for 74% in the same group the brand of a fashion item is more important than sustainability. This means that upcoming generations expect the brands and retailers they shop with to offer both in one: sustainable fashion from on trend brands. Adidas' new store concept perfectly taps into this new expectation.

The brand chose Berlin’s Prenzlauer Berg district (home to wealthy creatives and families) to open its pop-up ‘Laundromat’, a new sustainable retail concept featuring understated branding, rotating collaborations, and a fashion rental hub run by Berlin-based rental Shop Pool. The shop draws inspiration from the idea of prolonging the lifespan of textiles through multiple wearers. Besides Adidas' clothes and a rental service, the shop offers a selection of vintage items and fosters a sense of community by hosting art exhibitions and such. Despite its pop-up nature, Laundromat plans to remain open into next year.”