A&E argues for long-life sewing thread
15/06/2012
Called THREAD (technology to help reduce early apparel demise), A&E will run the campaign throughout Europe, Africa, Asia and the Americas with a tagline that reads: “Help preserve the lives of innocent apparel around the world.”
Its argument is that investing in high-quality sewing thread is an important element in endowing apparel with the longevity that A&E believes many consumers are now seeking. At the time of the launch, marketing director, Mark Hatton, commented: “Every minute, thousands of garments the world over suffer an untimely end because of a small, insidious flaw: inferior thread. We are committed to ending this tragic waste by offering manufacturers the finest assortment of long-life threads for any and every application around the world.”
Premium thread can also help make garments look better, the company said, and for clothing manufacturers, premium thread results in fewer thread breaks and remakes, meaning more efficient production as well.
The campaign also highlights the company’s commitment to environmental and social responsibility. “It doesn’t make much sense to extend the life of apparel but ignore the life of our planet,” said Mark Hatton. “That’s why A&E has been a long-time advocate for sustainability in all we do.”
Share this story:
