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Valentino and Karma Metrix team up to fight internet pollution with energy-efficient website

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Since fashion is known as the second biggest violator of sustainability, the industry has taken extreme measures to change the narrative. In fact, according to the United Nations Economic Commission for Europe, fashion production is known to account for 10% of global carbon emissions, as well as drying up water and polluting rivers and streams. And fast fashion is responsible for 85% of the clothes that are thrown away every year. Valentino is part of this discussion, leading the way in reducing CO2 emissions on its website through an innovative digital sustainability tool, made possible by Karma Metrix.

Both companies are Italian and, through their collaboration, seek to quantify Valentino’s energy performance on their website pages. How are they able to do this? For the first time they do it using a particular algorithm that quantifies the CO2 emission made by According to the Fashion House, “this is now equal to 2.56 grams per page view, will allow the House to measure its energy efficiency and implement actions aimed at reducing its impact on the environment”.

“The facts show that the House, committed to generating new digital opportunities within the brand, is at the forefront of the green transition process”, notes Ale Agostini. And one thing both companies insist on is that sustainability encompasses the digital sphere, and they see the importance of tackling the long-standing issue 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. It just means that our digital use of anything emits greenhouse gases, 4% in fact. There are two types of digital pollution: data centers and network infrastructure, and consumer equipment. Shutdowns during the pandemic have led to increased internet pollution. And in fashion, as brands have turned to digital runways for more than a year, digital pollution has spread. To give an example from the International Energy Agency, watching one hour of streaming video on a platform like Netflix creates 36g of CO2 emissions. Flying from Heathrow airport to JFK airport is equivalent to using 1300 kg of CO2.

“Website-related CO2 emissions from fossil fuels powering data centers and endpoints, as well as currently inefficient methodologies, are at such high levels that they have prompted imminent awareness of digital sustainability. According to the Global Carbon Project, the web actually ranks fourth ‘country’ in the world for carbon dioxide emissions,” the House shares in notes.

For Valentino, they say it’s possible to start using the web in a conscious way that takes care of the planet, while being part of the digital transformation. According to Karma Metrics and Valentino: This new algorithm was created in Switzerland and quantifies CO2 emissions by analyzing dozens of website page energy efficiency factors to define a sustainability and energy saving path. “The algorithm analyzed a panel of more than 11 million page views on across various factors, including: number and types of JavaScript files, image size, color choices and simplicity of html-code.”

“We are happy to join forces with the House to raise awareness that the green transition also involves more effective development of websites focused on energy efficiency. As Karma Metrix, we are proud to promote positive change that aims to reduce CO2 emissions,” continues Agostini.

As fashion continues the conversations and launches initiatives like Valentino and Karma Metrix on internet pollution, the world will see more advances on detailed issues like the sustainable web, which are part of the larger conversation on durability.

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