Stanley/Stella and Green Story launch impact data for Iconics Line

The launch follows a year-long Life Cycle Assessment (LCA) project led by Green Story’s Chief Sustainability Officer, Dr Kannan Muthu together with Stanley Stella Sustainability team.

In a bold step toward greater sustainability and transparency in fashion, Stanley/Stella, Europe’s leading sustainable blank apparel brand, has officially launched high-resolution, product-level environmental impact data across its core collection. The initiative, powered by sustainability intelligence platform Green Story, includes the integration of ten of the brand’s best-selling products. For total transparency to customers, each Stanley Stella product webpage features Cradle to Gate and Cradle to Grave data for four different article variants (dyed, natural raw, heather and eco-heather).

This pioneering effort sets a new industry benchmark for data quality, traceability, and environmental accountability.

One of the most in-depth LCAs in the industry

The launch follows a year-long Life Cycle Assessment (LCA) project led by Green Story’s Chief Sustainability Officer, Dr Kannan Muthu together with Stanley Stella Sustainability team. The project collected and verified primary data from 23 facilities, including 14 factory visits in Bangladesh, covering every step of the supply chain—from raw material sourcing to end-of-life.

Unlike standard footprint calculators or third-party averages, this initiative used as much as possible primary supplier data, facility-specific processes, and component-level modelling to generate highly accurate insights into carbon emissions, water use, and energy consumption.

“This is one of the most comprehensive LCAs I’ve ever led,” said Dr Muthu. “We modelled every fibre, dyeing method, and factory process to ensure accuracy. Stanley/Stella’s willingness to open up their supply chain and validate each detail is truly ground-breaking.”

“We’re proud to be ahead of the curve,” said Michel Hublet, Head of Sustainability at Stanley/Stella. “Working with Green Story, we’ve built a foundation not just for transparency—but for smarter product development and real carbon reduction.”

Key impact findings

• The Creator 2.0 T-shirt in standard colour:
  2.37 kg CO₂e (equal to driving 9 km)
  0.02 m³ water use (11 people’s daily drinking needs)
• Natural Raw or Eco-Heather variants of the same product showed 20% lower CO₂ impacts due to avoided or heavily reduced dyeing processes.
• The Changer 2.0 crewneck showed 30% lower emissions compared to heavier hoodies like the Cruiser 2.0.

“We believe in combining the power of tech with hands-on sustainability work,” said Akhil Sivanandan, CEO of Green Story. “This project shows Stanley Stella’s commitment to go beyond dashboards and dive deep. Our team, led by Dr Muthu, validated the data on the ground—ensuring Stanley/Stella’s claims stand up to scrutiny.”

What’s next?

Stanley/Stella and Green Story are already working on expanding impact modelling to additional products and preparing for decarbonisationplanning across the brand’s operations and supplier network.