New partnership will reduce waste and the development of new raw materials.
As sustainability continues to be a major action point in the licensing space, Smiley has revealed a partnership with environmental innovators, Lyfcycle.
The new partnership offers many environmental benefits, from the use of recycled fabrics, which will reduce the resources required to create new ones, through to a reduction in textile waste to landfills in the country of origin. At the same time, all product packaging and labeling will be recycled and recyclable.
Lyfcycle’s new partnership with Smiley will reduce waste and the development of new raw materials, ensuring this collection will set sustainability benchmarks for the licensing industry. Lyfcycle has even innovated a mobile app that will allow consumers to monitor traceability of garments via QR codes, which will launch next month.
“Lyfcycle specialises in sustainable garment sourcing and has developed a new technology that allows them to recycle and re-use all waste fabric from production,” said Michaela Fass, svp of Smiley’s fashion division. “With Smiley’s authentic position at the forefront of peace, protest, and activism, it’s a natural progression for us to start developing a wave of new sustainable products.
“All Smiley X Lyfcycle products will be made from recycled cotton, which has been blended with organic cotton to ensure Zero-Waste from source, while all waste fabric from production is recycled and re-used.”
Adriana Batty, co-founder at Lyfcycle, added: “It’s no secret that the apparel and footwear industry continues to have a substantial negative carbon impact and is a major contributor to the worsening state of climate change.
“At Lyfcycle, we’re driven by the need to implement positive changes in the way clothing is sourced and manufactured, and it’s through partnerships with counter-culture brands like Smiley that we stand a chance of delivering sustainable clothing on a large scale.
“Only with far-reaching collaborations and transparency across the industry, can we hope to make a positive impact.”
Meanwhile, the latest Smiley Talks event ‘The Road to Zero Emissions’ will take place on February 5 and will see climate change expert Dr. David Greenfield, founder of Circular Economy Club and SOENECS chair a panel discussion with speakers from Plastic Oceans UK, Transport & Environment and Extinction Rebellion.
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