The fashion brand has launched a new campaign, Dress Like A Tree.
The fashion industry is the second most polluting industry in the world.
In Spain, the textile sector generates more than 900,000 tons of waste which, when burnt, leads to the emission of polluting gases.
Faced with this situation, the Dress Like A Tree campaign is promoting the use of wood-based Tenceltm as a fibre of the future.
Unlike cotton it does not require intensive cultivation. Growing cotton takes up only 2.4% of the world’s arable land, but consumes 16% of all insecticides.
A fibre of ‘natural origin’, Tenceltm also does not have the kind of impact on the environment that polyester does. Polyester requires large amounts of oil for its manufacture and releases microplastics that end up in the sea.
The Spanish fashion brand is committed to environmentally friendly consumption. The Dress Like A Tree campaign is another step to satisfy today’s consumer who is increasingly aware and demands that brands’ commitment to sustainability has to be real.