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Livaeco plantable garment tag now at W retail stores

May '19
Pic: Birla Cellulose
Pic: Birla Cellulose
The plantable tag launched by Birla Cellulose last month for its eco-enhanced variant Livaeco is now attached to each garment across retail stores of W. The plantable tag wishes to create a positive environment footprint by introducing and engaging consumers with eco-friendly practices right from sourcing to the final degradation of the garment.

The plantable garment tag is as an initiative of the Aditya Birla Group to be in the forefront of sustainable business practice and also instill awareness amongst consumers about sustainable fashion. The tag is created using seed paper which is made from recycled biodegradable fibres. Post soaking in water for 5-6 hours it gets ready to be sowed in soil and placed under sunlight to ensure it sprouts in 5-6 days.

Livaeco enhances fluid fashion through the use of 100 per cent sustainable forestry, lowest water consumption and greenhouse gas emissions, fastest biodegradability and traceability of source. “The goal of Livaeco is to engross customers with end-to-end eco-friendly and sustainable practices to safeguard the future of fashion,” Birla Cellulose, the pulp and fibre business of Aditya Birla Group, said in a press release.

“It has become challenging for industries to retain millennial attention towards the current state of the environment. Being a part of the eco-system, we have to work on all tangible and intangible aspects to bring in sustainability and conscious living at every stage. We are launching our newest offering Livaeco exclusively with W, which has created an exquisite collection that embodies our focus on sustainability and high fashion to delight the consumers. At Birla Cellulose, sustainability is a continuous journey towards the well-being of all stakeholders and conserving nature,” said Manohar Samuel, senior president-Marketing, Birla Cellulose.

Despite Liva being an ingredient brand, Birla Cellulose has always found innovative ways of connecting with the end consumer through various activations and initiatives. With green tag, the company has provided a great opportunity to the customers to contribute to the environment and be a part of the global cause of sustainable fashion. (RKS)

Fibre2Fashion News Desk – India

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