NAT’s Crailar fibre redefined
The US Federal Trade Commission has said that Crailar
fibre by Naturally Advanced Technologies (NAT) should be identified as ‘flax’
on clothing labels rather than ‘linen’.
According to the Canadian manufacturer, this move emphasises the
‘unique nature’ of the textile fibre.
Jay Nalbach, chief marketing officer at NAT, said:
"Our process results in a pure flax product that feels and can be cared
for like cotton, and we believe that articulating that at retail is an
important part of the unique brand proposition for Crailar Flax, to the
merchandising opportunities of our partner brands, and to the relationship we
intend to build with consumers."
Crailar is a
natural fibre made from flax and other bast fibres. NAT supplies the fibre to a
range of brands including HanesBrands, Brilliant Global Knitwear, Levi Strauss Carhartt
and PVH Corp.
