Swimwear brand signs up for rainforest conservation fabric
27/01/2012
The material, Sensitive Life Soft, is part of the SensitivEcoSystem range by Italian fabric manufacturer Eurojersey. Eurojersey launched an initiative in 2009 to help safeguard rainforests in South America in a joint initiative with World Land Trust, an international not-for-profit organisation that works to ensure conservation of plants, animals and natural communities in areas at risk.
As part of SensitiveEcoSystem, a programme to promote the environmental credentials of its Sensitive products, Eurojersey has said it will donate a proportion of earnings from sales of fabrics in the range to conservation projects that focus on the Yabotí Biosphere Reserve in northern Argentina.
It describes the scheme as “one metre of fabric for one metre of forest” and, through it, aims to help conserve an area measuring almost 3,800 hectares of Yabotí rainforest.
In signing up to be part of the initiative, Freya Active has calculated that for each swimming costume or tankini set from the new range that it makes, half-a-metre of rainforest is saved. Ann-Marie Manley, the brand's head of marketing, said on announcing the range: “As the UK’s largest lingerie and swimwear manufacturer and designer, we’re very excited to be the first swimwear brand to have teamed up with the SensitivEcoSystem programme.”
Sensitive Life Soft fabric is quick-drying and chlorine resistant. In addition, Ms Manley said her company had used its expertise in making sports bras and lingerie to make comfort another of the key attributes of the new swimwear range.
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