Dover Street Market Paris, renowned for its strong connections with designers and textile innovators, is collaborating with Parley for the Oceans, the environmental organisation dedicated to combating plastic pollution in marine ecosystems, to introduce Parley, a new brand focused on eco-innovation in fashion.

The partnership is being described as “a bold step in transforming the fashion industry by setting new standards in eco-innovation and design,” according to Dover Street Market Paris Brand Development (DSMP-BD) and Parley for the Oceans.

Founded by Cyrill Gutsch over a decade ago, Parley for the Oceans has been at the forefront of raising awareness about ocean plastic pollution while promoting sustainable alternatives. The organisation has collaborated with artists, media, and top fashion brands like G-Star and Adidas to drive positive change. Now, with Dover Street Market and its Paris-based creative division, Parley is launching a new brand under the same name, aimed at creating the next generation of sustainable materials for the fashion industry.

“After more than a decade of fighting plastic pollution and intercepting waste across the globe, we are entering a new phase with the launch of the Parley Future Material initiative,” said Cyrill Gutsch. “This project will fund and accelerate eco-innovations aimed at replacing plastic and other harmful materials. Together with our friends and allies at Dover Street Market, a creative epicenter of the fashion world, we are launching Parley—a permanent, collaborative experiment designed to explore, celebrate, and drive forward the development of new materials.”

This long-term partnership will introduce its first products in March, ahead of the official collection launch in June.

“We are thrilled to join forces with Parley for the Oceans. Cyrill is a visionary, and his mission to restore the oceans—the heart of our planet—is crucial to our collective future,” said Adrian Joffe, CEO of Dover Street Market. “In these uncertain times, Parley’s work serves as a beacon of hope and inspiration. We are honoured and excited to contribute to this initiative.”