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Hidesign launches annual eco-initiative 'The Art of Reuse'
Aug '12
Hidesign is excited to announce the launch of its annual eco-initiative ‘The Art of Reuse’. Hidesign recognized as an eco friendly leather goods brand, has carved a niche for itself amongst luxury goods.

As a brand, Hidesign has consistently tried to create space in its consumers’ mind on the importance of being eco friendly, using natural elements, and impressing upon the beauty of the handcrafted. Taking the mandate further one step further, Hidesign would like to stress on the need to recycle and reuse.

“We believe the best way to get an idea across is to engage people through participation. Last year’s campaign was a huge success and we hope to spread more awareness and encourage a higher level of interaction each year”, says Dilip Kapur, President of Hidesign.

The Art of Reuse is an engagement project to support and encourage the practice of upcycling used materials, which one discards as waste or redundant goods into new materials/products of better quality with a higher environmental value.

The initiative is in the form of  a contest, where participants are encouraged to create new designs out of leather scrap provided by Hidesign in The Art of Reuse Kit, available at all Hidesign stores PAN India. One needs to register on Facebook to collect the kits from a preferred store and design anything they like.

The designs then need to be submitted back at the Hidesign stores and winners will be selected through votes on Hidesign’s page on Facebook. On the 25th of September, three winners will be selected who will receive Hidesign gift vouchers worth Rs. 15000, Rs. 10000 and Rs. 5000 respectively.

This project is part of Hidesign’s efforts to communicate the beauty of handcrafting and the joy of human endeavour. The annual campaign by Hidesign reaches out to a larger audience by introducing the simplicity in recycling and increasing the appreciation of handcrafted products. At Hidesign, we believe this initiative could take on a much larger form if we get your support.

Since its inception in 1978, Hidesign has always pushed for a greener way of doing things. Today, Hidesign is a recognised leader in the research of the ecological use of vegetable tanned leathers for its leather goods. Learning from the centuries old skills of tanning with natural seeds and barks, Hidesign has created fashionable leathers that age exceptionally well.


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Courtesy: Aditya Birla

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