Textile Insight

textileinsight.com 28 • Textile Insight ~ January/February 2018 A strong stance on sustainability stewardship has differ- entiated the active/outdoor category in the marketplace in recent years, but as consumers increasingly seek values-driven brands that promote a culture beyond heightened eco-awareness, companies are leveling up positioning to "doing the right thing" – socially, environmentally, and politically. Are we seeing the demise of a "product-first" platform in active/outdoor? "Energy and money being spent is happening internally on things like bluesign, recycled, and sustainability efforts," says Chris Parkes, partner, director sales, Concept III Textiles. "When I walk into meetings, what gets mentioned first are certifications like RDS and bluesign. These are the boxes being checked. And then comes product." Bob Buck, technical fellow, at Chemours, believes that business as a force for good is increasingly taking hold. He states, "Over the last decade the focus has been on product. And what impact that product made on the environment and socially. Now companies are thinking more like a B-Corp and looking at how the eco dimension and social dimension play into the ethos of how the company does business." Buck adds, that it's not only about "how to do it," but also how to articulate this approach. Buck concludes, "This is a different mindset than 10 years ago. Now a social/societal model is emerging." Parkes agrees that product development is not the driver. He states, "Values – yes. Company messaging those values – yes." Unifi VP Jay Hertwig, confirms, "We are seeing a shift in terms of interest in product performance and growing interest in values and sustainability." Click on to Unifi's website and "Made for Good" is the first line in the company's description. About a year ago, Unifi worked with a research company to reach "green" consumers to try and determine what resonates with regard to the company's recycled polyester product Repreve. The takeaway was people's connection with recycling nowadays is more about the transformation, rather than the act of recycling. "At the end of the day, it came back to the underlying goal of "recycling for the good of tomorrow," explains Hertwig. "That's what it is really about, and we're doing our part." "Made for Good," is the latest iteration of Repreve brand positioning that has consistently focused on the positives of recycling. Other past campaign are "Bottles = Cool Stuff," and "#TURNITGREEN." Hertwig acknowledges that there is energy on both sides of the innovation equation. "There is lots of energy internally within brands that is driving growth of recycling of post consumer waste. And on the flip side, we get requests for innovation in performance – whether that is for moisture management, odor-control, or thermo-regulation. And we look to do that more and more with Repreve." At Polygiene, the "Wear More. Wash Less" tagline is the main focus communicating the environmental benefit of using Polygiene-treated products." Explains Colleen Nipkow, North America marketing director, "This message allows the consumer to 'do the right thing' within their own control by washing less, which saves time, energy and water. As we INDUSTRY REPORT / FORECAST 2018 CULTURE COUNTS In the Year Ahead, Technology & Values Need to Align ACTIVE ACCELERATION

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