Under Armour’s Compostable Activewear Targets 73% of Gen Z as Regenerative Apparel Market Hits $2.1B

In a groundbreaking move for the sportswear industry, Under Armour and UNLESS have unveiled their first collaborative regenerative collection at Milan Design Week, merging high-performance design with circular sustainability. Launched during the Fuorisalone event (April 8–10, 2025), the line—priced from $30 to $160—features plant-based hoodies, t-shirts, and shorts designed to decompose safely, offering a tangible solution to fashion’s plastic pollution crisis.

The collection marks a radical departure from traditional synthetic materials, utilizing 100% plant-derived fabrics that compost naturally at the end of their lifecycle. This innovation addresses the industry’s reliance on petroleum-based plastics, which account for 60% of global textile production (Ellen MacArthur Foundation, 2024).

“This collaboration isn’t just about reducing waste—it’s about reimagining the entire product lifecycle,” said Under Armour Brand President Eric Liedtke. “Our garments are crafted to empower athletes today and nourish the earth tomorrow.” The launch aligns with surging consumer demand for sustainable activewear, with 73% of Gen Z shoppers prioritizing eco-conscious brands (McKinsey, 2024). Unlike recyclable materials, which often downcycle into lower-quality fibers, Under Armour x UNLESS pieces break down into nutrient-rich compost, closing the loop in under 12 weeks.

Design Meets Regenerative Innovation

Key features of the collection include:

• Vibrant, plastic-free dyes derived from botanical sources.
• Unisex styles tailored for versatility across skate, surf, and gym environments.
• Modular design enabling easy disassembly for composting.

The Fuorisalone installation immerses visitors in the regenerative journey, showcasing live demonstrations of garments transitioning from raw plants to compost. “We’re proving performance and planet can coexist,” said UNLESS CEO Eric Liedtke (no relation to Under Armour’s president), highlighting the brand’s roots in Pacific Northwest surf and skate culture. Under Armour’s pivot to regenerative materials follows rivals like Nike’s 2024 Move to Zero initiative, which focuses on recycled polyester. However, experts note that compostable plant-based fabrics represent a leap forward. “Recycling delays waste; composting eliminates it,” said circular economy advocate Lauren Phipps. The collaboration also taps into the $2.1 billion regenerative apparel market, projected to grow 15% annually through 2030 (Textile Exchange). By pricing pieces as low as $30, Under Armour and UNLESS aim to democratize access—a stark contrast to luxury sustainable brands like Stella McCartney, whose compostable garments often exceed $500.

Early feedback from Milan Design Week attendees highlights enthusiasm for the collection’s bold aesthetics and eco-credentials. “I’ve never seen activewear that looks this good and feels guilt-free,” said influencer Marco Bianchi, who tested the shorts during a coastal run. The launch coincides with tightened EU regulations on textile waste, set to ban landfill disposal of unsold clothing by 2027. Analysts suggest Under Armour’s scale could accelerate industry adoption. “If a giant like UA commits to plant-based materials, it signals a tipping point,” said Vogue Sustainability Editor Emily Farra.

While the initial drop is limited, both brands hint at expanded lines, including footwear and accessories. For now, the collection sets a precedent for blending performance with planetary responsibility—a fusion that could redefine how athletes and everyday consumers alike outfit their active lives.