Nakajima Yasuyoshi
President Asahi Kasei Fibers Italy
Cupro has been in continuous development for 20 years
Cupro, a regenerated cellulosic fibre, by Asahi Kasei is the material of choice for a number of premium brands. Nakajima Yasuyoshi, the president of Asahi Kasei Fibers Italy, in conversation with Fibre2Fashion, talks in detail about the fibre and its USP.
How is the Cupro material better than cotton?
It is very difficult to compare these fibres, even if they are linked from a 'sourcing' point of view. Cupro has been one of the first to practice circular economy sourcing its key raw material from another industry, one of the cotton seed linters that is a sort of 'bio-utility' waste very valuable for Cupro. Cupro is known for its silk-like precious touch and feel, thanks to its key characteristics.
How has the material evolved over the years?
The Asahi Kasei Cupro was born in Japan in 1931, and today Asahi Kasei is the sole maker of this one-of-a-kind extraordinary, new generation, natural smart material. Asahi Kasei provides a unique research facility to develop new fibre aesthetics and applications. Called the A-Cubic trend observatory, customers can work closely with experts and technicians to design the perfect material combinations that are each designed and tailored to specifically researched consumer product innovations. The A-Cubic centre monitors market trends to help develop innovations for the new garment categories for The Modern Wardrobe.
Following are the key milestones of the ongoing journey that started back in 1931:
Long-term investments designed to deliver better standards;
New purification standards with improved energy and water use;
The production recycles all possible waste materials;
Improved waste management and end-of-life proof; Cupro can claim full biodegradability, verified through the INNOVHUB third party lab test
LCA analysis conducted to defined clear status in order to keep and measure all improvements.
A lot of international brands use Cupro for their collections. What makes Cupro an ideal option?
The sensual touch of Cupro can match your personal style for today's challenges. The Cupro magic excels for avante garde fashion as well as for everyday basics. The Cupro signature pearly 'angel skin' look gives a high-performance seductive optic for the lightest weights, and jersey innovations become the new standard in weekend athleisure, casualwear and sportswear in blends designed with performance benefits. New Hosiery sees Cupro bringing its own unique natural feel to contemporary legwear with warm or cooling moisture control performances.
How is Cupro manufactured?
Cupro is a regenerated cellulosic fibre. The making of Cupro is a process of continuous development, one that has been highly refined over the last 20 years. Beginning with its natural derived and abundant bio-utility source of cotton seed linters, it is then converted through a proprietary closed loop transformation process.
What are some of the unique features of the material? What makes it different than the other materials of its ilk?
Cupro has advanced smart features due to its structure. Cupro's specialised engineered structure creates dynamic and beneficial physical relationships with everyone who wears it, thanks to the highly refined and researched yarn and fibre formats designed by Asahi Kasei.
Cupro comes in either high shine or matt filament yarns
Cupro also comes in soft spun formats
Cupro's amorphous structure absorbs moisture better than other fibres
Cupro means excellent comfort. Temperature regulation and control is a key element in contemporary fashion. Cupro defines and proves modern comfort with measured metrics.
Cupro gives you year round comfort, both cool and warm, summer and winter;
Cupro is temperature regulating
Cupro is antistatic
Cupro has a near-perfect circular cross-section that creates a smooth and precious pearly lustre. This is also the reason behind its unique touch and delicate skin anti-resist feel and neutral skin response. Cupro is cool and sensual with a beautiful, supple drape. Its soft versatility makes it perfect for the modern wardrobe fashions, athleisure and everyday casualwear.
Cupro is soft and smooth and sleek
Cupro is perfectly gentle on the skin
What are the various applications of Cupro?
Fashion has many facets and Cupro works for both women's wear and men's wear when you demand smart, responsible style with clever confidence. Dress qualities are smoother than almost any other material and can deliver the most exquisite looks. Modern adaptive looks with Cupro can be found in structured blends for women's and men's tailoring. But Cupro does not stop here and fits perfectly in lining, apparel textile, traditional wear, intimates, activewear and home textiles.
Will you be taking the material to any tradeshows?
We'll be taking it to Premier Vision in Paris and NY, Interfiliere, InterTextile at Shanghai, Textiles India and India International Yarn Exhibition.
Cupro is quite a sustainable material. From the seed to the final fabric-what steps are taken so that it is eco-friendly all through?
Our process starts and is based on the circular economy approach as its 100 per cent raw material-cotton linters-is a bio-utility waste, meaning a by-product removed to increase yield when producing cotton addition. Cupro production has improved energy and water use, recovering almost all materials used in the process with a good waste management system, and now Cupro can also claim biodegradable disposal, as verified through the Innovhub third party test. In addition, Asahi Kasei has just finalised an LCA study, signed by ICEA. This important step builds and confirms a new quality profile and standards for this one-of-a-kind material, helping to define and secure Cupro's more responsible and unique position today, while facilitating and measuring continued smart improvements in the future.
What is the marketing strategy to reach out to consumers both at the B2B and B2C level?
Ingredient branding strategy and selected vertical partnership in the market represent our journey towards communicating value throughout the supply chain in order to interface. Moreover, the consumer needs to know what's special about Cupro from a look, innovation and responsible point of view. Identity definition and communication are important to determine value and storytelling.
In which markets is Cupro already available? Are there any untapped markets?
Cupro is already available almost all over the world.
What kind of research and development goes into developing the Cupro material?
Yarn variation, new fabric/application through comfort and function of Cupro, and improvement of the production process.
Published on: 29/06/2017
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
