The LYCRA Company, a global provider of sustainable stretch and performance technologies for the garment and personal care sectors, has launched a new campaign focused on advancing discussions about circularity in textiles.

The “Keep in the Loop with LYCRA” print and online advertising campaign invites customers and industry professionals to join The LYCRA Company in utilizing resilient, sustainable materials that can be recycled at the end of their useful lives, decreasing textile waste and closing the loop in the value chain.

Director of sustainable business development at The LYCRA Company, Jean Hegedus, said they intend to examine a number of subjects connected to circularity through their ‘Keep in the Loop with LYCRA' campaign, from more sustainable raw materials to prolonging garment wear life to end-of-life solutions.

She added their recent launch of COOLMAX® and THERMOLITE® EcoMade fibers, which are made entirely of textile waste, is a step in the right direction, but there's still a lot more work to be done to solve these critical challenges.

The Grounded World agency created a creative campaign that employs a loop as a design device to demonstrate the transition of textile waste into fresh fiber/fabric. The campaign's tagline, "Keep in the Loop with LYCRA," encourages the industry to stay up to date on The LYCRA Company's newest circularity breakthroughs while also promoting awareness and collaboration.

CEO of The LYCRA Company, Julien Born, said as they aim to advance not just their own but also the industry's sustainability goals, circularity is a key emphasis of The LYCRA Company's Planet Agenda sustainability platform. Achieving this will necessitate a collaborative effort with industry colleagues so that they can maximize effect jointly.