Eric Liedtke, who formerly led global brands at Adidas, is launching a zero-waste, zero-plastic streetwear brand called Unless, according to Business Of Fashion.

In an interview with the publication, Liedtke said the goal of Unless, which launches on Tuesday, is to significantly reduce the amount of polyester-made apparel that ends up in landfills every year. He described avoiding the use of petroleum in active apparel as the “holy grail.”

“We’re trying to build the next Supreme or Yeezy, but from a sustainable standpoint,” said Liedtke.

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.