UK-based Yew Clothing in introducing a new range of activewear made from 100% recycled materials and has launched a media campaign to raise awareness for the collection.

Designed by athletes Jun Wong and Kresse Wesling, Yew’s collection of jackets and Everywear performance tops are made with 100% recycled polyester. The fabric is produced from re-processed plastics such as drinks bottles and food containers.

The company decided to advertise in a national UK newspaper during London Fashion Week (September 18-22) and is using social media sites Twitter and Facebook as part of its campaign. The brand will launch in full at the Metro Ski and Snowboard show, London Olympia (October 21-25).
 

Co-founder Jun Wong said: “We recognised that there is a genuine consumer need for durable and stylishly designed products that are truly sustainable without sacrificing quality and functionality. We wanted to create an activewear collection which was actually better than the mainstream alternatives to give consumers an easy choice to become more sustainable. People are already buying into our brand because of its designs and quality and are finding that the ethical credentials are a bonus.”

The recycled polyester it uses comes from Taiwan and the activewear is produced at a factory in Istanbul.

 

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