Flax industry embarks on €3.2m campaign
The European Union and the agro-industrial flax industry [CELC – European Confederation of Flax and Hemp] have agreed to co-finance a three-year promotional campaign, to boost linen consumption in France, Italy and in the UK.
The €3.2m ‘BE LINEN#2’ programme will cover education and retail promotion, and will highlight innovations in sectors including apparel and composites for sports hardware. It also includes Linen Week in May or June each year in Paris, Milan and London.
Brands including Timberland have expanded their linen usage recently. “We’ve used this transitional, seasonable fabric to create effortlessly casual looks and as linen is a renewable material, made from the flax plant, it aligns with our goal to create comfortable, stylish, sustainable products,” it said.
