A&E initiates drive to increase apparel life

North Carolina based American & Efird LLC (A&E) has launched an initiative ‘Technology to Help Reduce Early Apparel Demise’ (T.H.R.E.A.D) in order that, apparels outlive their full lifecycle and thereby prevent early environmental damage.

Explaining the initiative to fibre2fashion, Mark Hatton – Director (Marketing and Sales) at A&E says, “Every minute, thousands of garments the world over suffer an untimely end because of a small, insidious flaw - inferior thread."

“Our T.H.R.E.A.D. initiative is designed to help remind our apparel industry customers from designer to manufacturer of the critical importance of choosing the right sewing thread. The tools are useful to designers, technical designers as well as apparel manufacturers.  

“From a performance standpoint (in the garment and in the factory) to moral obligation (sustainability of the product and producer), thread is just as important as the cut of the garment or the choice of the fabric. 

“The initiative is dedicated to getting people to recognize responsible quality sewing thread and to provide them with the tools necessary to better understand thread choices, understand cost versus price and be clear on the transparency of the producer (from a social and environmental standpoint).  

"It doesn't make much sense to extend the life of apparel, but ignore the life of our planet. That's why A&E has been a longtime advocate for environmental sustainability in all we do”, he winds up by saying. 

Fibre2fashion News Desk - India