Sustainability Marketing
Using one little fiber to help change the fashion industry
Background:
The LYCRA Company has been revolutionizing the textiles industry for over 60 years. Now they're doing it again — this time for the planet. Their three-part approach: create more resilient fibers that use fewer resources and extend garment wear; share thought-leadership on circularity across the industry; and reduce landfill waste while conserving finite resources.
Approach:
The LYCRA Company knows a thing or two about loops. After all, their fibers are in the loops of almost every knitted and woven fabric on the planet. Now they're leveraging that expertise to help close another big loop — circularity — through education, innovation and collaboration across the entire apparel industry.
Idea:
"Keep in the Loop with LYCRA®" is an invitation for the apparel industry to collaborate, educate, and innovate for people and the planet. It goes beyond celebrating achievements — it's about driving systemic change across the entire supply chain.
What We Did:
- Launched the campaign with a dedicated website, trade media, PR, and marketing communications
- Created a registration pathway for brand and retailer partnerships
- Developed a nine-month series of global thought-leadership panels featuring industry experts
- Launched COOLMAX® and THERMOLITE® products made from 100% textile waste
- Announced a collaboration with Qore® LLC for renewable LYCRA® fiber from QIRA®
- Participated in the UN's Fashion Conscious & Lifestyle network summit