Business of Fashion has reported that Eric Liedtke, Former Head-Global Brands, Adidas, is launching a zero-waste, zero-plastic streetwear brand called Unless.

Unless takes inspiration from the city of Portland and builds on the sustainability-focused work Liedtke is known for, which helped Adidas move into new territory with regards to materials and manufacturing.

The brand will maintain what it describes as a “zero plastic promise,” meaning—as touched on above—no waste will be left behind once a piece from the brand hits the end of the metaphorical road. Prospective buyers can look forward to a wide range of products including apparel, footwear, accessories, and more. The first drop is slated for this fall.

The brand is backed by Connect Ventures, a partnership between entertainment and sports agency Creative Artists Agency and venture capital firm New Enterprise Associates

Liedtke, a 25-year Adidas veteran, left the brand at the close of 2019. He was credited with guiding collaborations with Kanye West, Pharrell Williams and Beyoncé. He has been on the board of Parley for the Oceans, a nonprofit that works with brands on products made from recycled ocean plastic, since 2015.