Valentino and Karma Metrix come together to tackle internet pollution with an energy-saving website

Since fashion has been known as the second most abused sustainability violator, the industry has gone to great lengths to change the narrative. In fact, according to the United Nations Economic Commission for Europe, fashion production is known to account for 10% of the world’s carbon emissions, and it also affects dry waters and pollutes rivers and streams. And fast fashion is blamed for 85% of clothes that are put in the trash each year. Valentino is part of this discussion, paving the way for reducing CO2 emissions on their website with an innovative digital sustainability tool, made available by Karma Metrix.

Both companies are Italian, and through their collaboration they seek to determine the performance of Valentino Energy for their website pages. How can they do that? The first time they do this using a certain algorithm that quantifies the CO2 emissions released by According to the fashion house, “This now equals 2.56 grams per page view, and will allow the house to measure energy efficiency and implement measures aimed at reducing its environmental impact.”

“The facts show that the house, committed to creating new digital opportunities within the brand, is at the forefront of an eco-friendly transformation,” notes Ali Agostini. And one thing both companies are pushing for is that sustainability includes the digital realm, and they see it as important to tackle the long-standing problem of digital pollution that inevitably comes from the website.

Digital pollution (or internet pollution) is a term that most of us have never heard of. This simply means that our digital use of anything emits greenhouse gases, 4% in fact. There are two types of digital pollution: data centers, network infrastructure, and consumer equipment. Lockdowns during the pandemic have led to increased internet pollution. And in fashion, with brands turning to digital fashion shows for more than a year, digital pollution has expanded. To give an example from the International Energy Agency, watching an hour’s video stream on a platform like Netflix produces 36 grams of carbon dioxide emissions. Traveling from Heathrow to JFK is equivalent to using 1,300 kg of CO2.

“The carbon dioxide emissions associated with websites, due to the fossil fuels powering data centers and peripherals, combined with current inefficient methodologies – have reached such high levels that raising the impending awareness of digital sustainability. According to the Global Carbon Project, the web ranks in fact as being the fourth “country” in the world in terms of carbon dioxide emissions,” Aldar shares the observations.

For Valentino, they say it is possible to start using the web in a way that is conscious of the planet, while at the same time being part of the digital transformation. According to Karma Metrics and Valentino: This new algorithm was created in Switzerland and measures CO2 emissions by analyzing dozens of energy efficiency factors for site pages to determine a path to sustainability and energy savings. The algorithm analyzed a panel of more than 11 million views of the page by various factors including: numbers and types of JavaScript files, image size, color choices, and simplicity of html code.

We are pleased to collaborate with Aldar to raise awareness that the green transformation also includes more efficient development of websites focused on energy efficiency. As Karma Metrix, we are proud to promote positive change aimed at re-reducing CO2 emissions,” continues Agostini.

As fashion continues the conversations and undertakes initiatives such as the Valentino and Karma Metrix on internet pollution, the world will see more progress on issues as detailed as the sustainable web, which are part of the larger conversation around sustainability.

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