LYCRA INVITES APPAREL INDUSTRY TO VIEW “FASHIONFARMERS,” AN INNOVATIVE MEDIA CAMPAIGN
The Lycra Company, a global leader in developing sustainable fiber and technology solutions for the apparel and personal care industries, launched an integrated media campaign on Earth Day, Monday April 22, that promotes the upcoming release of its bio-derived Lycra fiber made with Qira.
The new campaign will help inform the industry about some of the unique advantages of using dent corn grown in Iowa as feedstock for apparel. It features some of the farmers who are growing the corn that will help create the next generation of Lycra fiber. At the heart of the “FashionFarmers” campaign are four video documentaries covering various aspects of farming and their relevance to apparel: Regenerative Agriculture, Traceability, Multi-Generational Farming, and Collaboration.
A customized digital content hub has been created that showcases the farmers’ stories and related content. The videos will also be promoted on The Lycra Company’s website and owned social media channels.
“Our collaboration with Qore to develop bio-derived Lycra fiber made with Qira is an important part of our sustainability journey,” said Steve Stewart, The Lycra Company’s Chief Brand and Innovation Officer. “We introduced the world’s first commercial bio-derived spandex back in 2014 and now, with Qore as our partner, we’re excited to bring this to market at scale, reducing the carbon emissions of Lycra fiber by up to 44%*. This will likewise help our customers lower their carbon footprint.”
This sustainable solution will also deliver equivalent performance, eliminating the need for significant production changes or re-engineering of fabrics or patterns. To reinforce this point, test quantities of bio-derived Lycra fiber are currently available, allowing customers to confirm the fiber’s performance properties.
“We are excited to introduce the apparel industry to some of the farmers who are growing corn to help make fashion more sustainable,” said Jon Veldhouse, CEO of Qore LLC. “This campaign highlights their roles as stewards of the land and reveals their passion for driving positive impact in their communities.”
The Lycra Company is inviting customers who have expressed interest in adopting bio-derived Lycra fiber to Iowa this summer to visit some of the farms and tour the Qore plant where Qira will be made. Learn more about bio-derived Lycra fiber made Qira at Lycra.com/Qira.
