Sling & Stone, the Australian communications agency, has announced a partnership with US sustainable fashion brand, Rothy's, to launch the brand in Australia.

Rothy's, known for its innovative approach to circular fashion, uses a 3D knitting process that repurposes recycled plastic thread to create sustainable footwear and accessories. Since its launch in 2016, Rothy's has repurposed 285,000 kg of marine plastic and 179 million plastic bottles into its products. The brand also incorporates renewable materials such as algae, hemp, and merino wool into its range.

Rothy's has gained popularity among celebrities including Megan Markle, Pedro Pascal, and Emily Ratajkowski.

Rothy's Senior Director of Communications, Anna Dore, praised Sling & Stone for the agency's understanding of the brand and its support in the Australian market launch and said its experience in fashion and sustainability came highly recommended by its US network.

"From the minute we met, we knew they understood our brand, we couldn’t have asked for a better partner to support our entry to market. They’ve quickly become a true extension of our in-house team,” said Dore.

Kasi Talbot, Global Head of Consumer at Sling & Stone, expressed admiration for Rothy's commitment to sustainable materials, manufacturing, comfort, and style.

“Rothy’s walks the talk when it comes to sustainable materials and manufacturing, comfort and style — the holy trinity of a cult fashion brand. It’s a more complex story to tell than any other regular label, which is why they’re such a perfect fit for our breed of brand communications,” Talbot said.