The latest campaign, called the Leather Naturally campaign, is based on the promotion of leather as an eco-friendly, high quality and a sustainable product. This campaign consists of tanneries, leather chemical manufactures and brands.
This initiative has gathered support from four leading leather industries who are trying to make designers and consumers realize the benefits of using leather. The industries include Wolverine Leathers, Bader Leathers, Kuo Yuen Tannary, AI topper and North Hampton University.
The campaign states that the image of leather is at risk. The leather industry understands that it is crucial that it unites with all value chain members present in the leather value chain which includes both regional and national leather organizations. This fact is agreed upon by Wolverine Leather’s Vice president and general manager, Sylvain Bussiere. According to him, it will be better for the leather industry if it accepts all initiatives which help in production of a sustainable product. Production of such an environment friendly product promotes ethicality.
However, Micaela Topper of AI topper, Australia considers the social license landscape of leather industry to be extremely dynamic. The new generation believes in sustainable fashion and eco consumerism and it is reflecting on their purchasing behaviors. This gives an immense opportunity for the leather industry and it should be seized immediately.
It is responsibility of the industry to collectively promote leather as the ethical and sustainable choice. The campaign’s spokesperson is Mike Redwood. According to him, Leather Naturally is, at present, formulating a promotional plan to put forward to the leather industry.