"As we say on our new homepage and I have believed since joining the Company - CRAiLAR Flax Fiber will revolutionize the textile industry and we have heard that supported by some of the finest yarn doctors and brands in the industry," said Ken Barker, chief executive officer of NAT.
"There is not another natural fiber on the market that can compete with it in terms of its combined feel, performance and ease on the environment. I invite anyone to challenge CRAiLAR in terms of water usage, chemical usage, and stress on the farmland upon which we grow. The new look and feel at Crailar.com is our stage to tell this revolutionary story."
Portland, Ore.-based Sticky Co., a multi-disciplinary design studio with a focus on interactive and motion media, executed the creative on the project.
"We aimed to raise the stakes for the future of NAT as a company, and for CRAiLAR Flax as a future household name," said Jay Nalbach, chief marketing officer of NAT. "The team at Sticky could not have been a better partner in helping us to make that happen."
Working with NAT, Sticky Co. utilized the CRAiLAR logo developed by brand expert Peter Moore, as core component around which the site would eventually be wrapped. Moore is the father of the iconic Air Jordan brand and member of NAT's board of directors. From there, the team incorporated original photography taken at NAT flax fields in South Carolina and Oregon, original illustrations inspired by botanical textbooks, and deft copywriting that tells the CRAiLAR story frankly and honestly. The site reflects NAT's goal to establish a brand reputation for its groundbreaking CRAiLAR Flax and the global partners that use it in their products.
Long in development with HanesBrands, which released a limited batch of socks containing the fiber for Earth Day earlier this year, Georgia-Pacific and Brilliant Global Knitwear, which anticipate products in the near future, NAT will establish a global brand identity and strategy with all partner brands. The Company is in evaluation and development agreements with Levi Strauss & Co., Cintas, Carhartt, Ashland, Target and PVH Corp.
Naturally Advanced Technologies Inc., through its wholly owned subsidiary, CRAiLAR Fiber Technologies Inc., has developed proprietary technologies for production of bast fibers, cellulose pulp, and their resulting by-products in collaboration with Canada's National Research Council.
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