Nuearth, in collaboration with luxury brand Chopard, is launching an initiative ‘Fashioning The Future' to reduce the carbon footprint generated by the fashion industry. It will do so by employing hydro and geothermal-powered data storage facilities in Iceland. Nuearth allows its clients the advantage of zero power costs by using ultra-low carbon footprint Data Centers at the Borealis Data Center in Iceland.

Nuearth delivers virtually carbon-free storage solutions to its UK and European clients through partnerships with Icelandic firm Responsible Compute. This aids fashion brands to balance the generated carbon emissions with sustainable servers that hydro and geothermal energy powers.

The company is dedicated to utilizing energy-efficient infrastructure with a zero-carbon footprint and focuses on primarily the fashion industry but later on applicable to all sectors requiring data storage, says Co-founder Robbie Furze.

The importance of sustainable practices in the fashion industry is highlighted by Caroline Scheufele, Chopard’s co-president and artistic director. By fostering environmental consciousness and sustainability, Nuearth aims to raise industry standards.