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In January, and as a part of the brand’s broader sustainability initiative, TENCEL™ has become a central supporter of the “Make It Feel Right” campaign to raise awareness around the use of preferred fibers, and encourage all of us to make positive changes to consume fashion in a more environmentally friendly way.
The impacts of the fashion industry on our ecosystem have been well documented, and we are now more aware than ever about the harm our consumption habits have been causing. However, many consumers still find it challenging to ensure they are purchasing environmentally friendly garments, from brands with proven track records with sustainability. The movement empowers consumers by detailing how simple it can be to reduce their environmental impact from the purchasing stage, to the caring and end of life stages of each garment. The “Make it Feel Right” website, has already enticed awareness around reading clothing tags and understanding sustainable materials. The website has armed customers with the knowledge that they are selecting preferred fibers with ecolabel guarantees, and washing the garments in an appropriate way to reduce wear and tear and avoid polluting the world’s waterways.
Influential fashion advocacy groups and influencers have become valuable supporters of the movement, and have spread the campaign’s message across the globe. Global NGOs such as Textile Exchange, are assisting the campaign to push for visible and positive industry change in addition to providing awareness for their own brand partners and consumers. Influencers from across the fashion industry have provided their support for the campaign, promoting its message and educating all of us that the little changes we make today can make a big difference to our planet tomorrow. Well-known influencers, such as Marci Zaroff, Jenny Mustard and Mehmet Kurtulus have lent their voices to the campaign, by reaching out and mobilizing their fanbases, pushing a greater force for industry change.
Brands have also become important supporters of the campaign. International fashion retailer H&M, fashion icon Mara Hoffman, and Australia’s lifestyle brand Country Road, are just a few of the brands who have dedicated themselves to providing environmentally friendly and sustainable products and furthering the “Make it Feel Right” vision. Each with their own sustainability pledges, the addition of these brands to the campaign will provide consumers with a great point of reference for sustainable purchases in the future.
“With the knowledge that sustainability can still be a challenging endeavor for many, the ‘Make It Feel Right’ campaign has been designed to raise awareness around the importance of checking garment labels and educating consumers about the benefits of purchasing clothing made from more environmentally friendly fibers. The movement of make it feel right is occurring at a time when consumers are increasingly seeking environmental responsibility from both brands and within their own purchasing practices and through our support, we intend to promote best practice and guide consumers and brands alike toward a sustainable future,” says Harold Weghorst, Vice President of global brand management at Lenzing.
With such encouraging change already taking place in the industry, the “Make it Feel Right” campaign promises to drive even more awareness to consumers in addition to the wider fashion industry over the coming year.