The Lycra Company has introduced a new campaign aimed at advancing discussions around circularity in textiles.
The print and online advertising campaign, “Keep in the loop with Lycra,” is an invitation for customers and industry experts to join Lycra in using resilient, sustainable materials that can be recycled at end of life, reducing textile waste and “closing the loop” in the value chain.
“Through our ‘Keep in the loop with LYCRA’ campaign, we want to explore a variety of topics related to circularity, from more sustainable raw materials to extending garment wear life to end-of-life solutions,” Jean Hegedus, director of sustainable business development at The Lycra Company, said. “Our recent introduction of Coolmax and Thermolite EcoMade fibers created from 100 percent textile waste, is one step in the right direction, but there’s much more to do to address these important issues.”
The creative campaign, developed by Grounded World agency, uses a loop as a design device to show the transformation of textile waste into new fiber and fabric. The campaign tagline of “Keep in the loop with LYCRA” invites the industry to keep abreast of the latest circularity advancements from the Lycra Company, while also looking to drive awareness and collaboration.
“Circularity is a key focus of the Lycra Company’s Planet Agenda sustainability platform as we look to advance not just our own sustainability goals, but also those of the industry at large,” CEO Julien Born said. “Central to achieving this will require a collective effort with the help of industry collaborators so that together, we can maximize impact.”
The Lycra Company innovates and produces fiber and technology solutions for the apparel and personal care industries. Headquartered in Wilmington, Del., the company owns consumer and trade brands Lycra, Lycra HyFit, Lycra T400, Coolmax, Thermolite, Elaspan, Supplex and Tactel.