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Interactive site teaches visitors about the Life of a T-shirt
Nov '09
Anvil Knitwear, Inc. announced the launch of TrackMyT.com, a groundbreaking, interactive Web site that chronicles and brings to life the complete journey and environmental impact of a t-shirt, from cotton-seed to consumer. The site, which specifically tracks t-shirts for youth ages two to 12, allows users to explore cotton farms, a gin and spinners, as well as Anvil's textile mill, cut and sew plants, and distribution facility -- all by inputting a unique tracking number printed on their very own shirt.

With a highly dynamic experiential approach, the Web site is designed to appeal to kids and adults alike. It features surprise pop-up messages and graphics, alongside lesson plans for teachers that focus on the environmental, historical and social aspects of manufacturing, buying and owning a t-shirt.

The idea for TrackMyT.com began as a response to the federal government's recent Consumer Product Safety Improvement Act, which this year required manufacturers of children's products to provide labels allowing consumers to trace the product's history. Anvil made a commitment to go beyond the letter of law.

"Our goal in creating this site was not only to comply with industry requirements, but to turn it into an educational experience and teach about our footprint and ecological impact," said Anthony Corsano, Chief Executive Officer of Anvil, a leader in the sustainable apparel industry and the sixth-largest organic program in the world. "TrackMyT.com teaches kids, parents and educators how to be more environmentally responsible."

In keeping with Anvil's commitment to being an environmentally and socially responsible company, the site explores the differences between organic and conventional cotton farming, and calculates the carbon footprint of each step in the manufacturing process. Because many consumers are unaware that an average of 60 percent of a shirt's carbon contribution comes from a lifetime of washing and wearing, the site identifies ways the user can minimize his or her carbon footprint as a t-shirt owner.

To create the site, Anvil partnered with the Webby-award winning AgencyNet, a digital advertising and marketing agency that specializes in developing emotionally engaging digital brand experiences and communication strategies.

"It's hard to put into words just how proud I am of TrackMyT.com. I really believe this is one of our finest moments," Corsano said. "And it's one more way Anvil demonstrates that we not only understand and care about the future, but that we are committed to being responsible and good citizens of this world."

Anvil Knitwear Inc

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