sportstyle

WOOLMARK @thewoolmarkcompany 1568 posts 82.2k followers A frequent poster, Woolmark's Instagram feed balances imagery of soft garments with eco messages and informative nuggets on wool farming and fibers. A photo of a Vivobarefoot sneaker lying on a bed of wool portrays the juxtaposition of the brand's bare-footwear with the natural performance benefits of Merino wool (combined with Tencel), which is "knitted into an inner sock to create the perfect lightweight hiking shoe for all weather." The firm prints consumer observations (and some misconceptions) from Facebook and Instagram about wool in #overherd. A cheeky IGTV series with actress Anjelica Houston focuses on wool care with chapters including "The Bordeaux Truth" and "The Fancy Emergency." Videos on microns, wool certification and Woolmark's "five tests" provide educational value to followers looking to learn more about the natural fiber. ISKO DENIM @iskodenim 1080 posts 88.7k followers Fashion-forward photography, videos and collaboration updates proliferate. The new Replay x ISKO Denim features Hyperflex Re-Used, which employs reused cotton and recycled polyester. An October close-up of an Isko Selvedge swatch shows "a modern heritage look" created with deep indigo raw denim, garnering 635 likes. Game of Thrones actress Maisie Williams wears a face cover from Isko Vital+ in a photo from the Dior SS21 show at Paris Fashion Week. The Supreme Face Cover is made of organic cotton, can be washed up to 30 times and features Sanitized antimicrobial protection. The firm will release special masks for the holidays and is inviting its Instagram followers to vote on their favorites to be manufactured. POLYGIENE @polygiene 284 posts 1,417 followers The Swiss firm offers dual, complementary messaging focusing on durability (longer-lasting garments, washed less) and anti-viral properties on its Instagram page. A ViralOff face mask crafted of double-knit, soft Oeko-tex cotton is meant to feel like a second skin, with an added nose clip provides comfort and support. TELLING THE STORY OF TOUCH Textile firms are doing their best to market their novel technologies, fabrics and eco-stories through a computer screen. With Instagram's hi-tech, hand-feel simulation, sportstyle explores the unique actions that companies are taking to keep consumers aligned. 38 • January 2021 sportstyle • sportstylemag.com STRATEGIES

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