Tommy Hilfiger launches an apple-fiber alternative to leather

Tommy Hilfiger has presented two sneaker models which have been partly made from recycled apple peel fibers. A foot in the door for more sustainable fashion, the new alternative to leather not only reduces waste, but also helps reduce the brand’s environmental impact.

In search of solutions to reduce their environmental impact, brands are eager to develop recycling, less energy-intensive production processes and organic materials. The fiber from certain fruits, notably pineapples, is increasingly sought after as a material that does not require extensive chemical treatment and large amounts of water. Now Tommy Hilfiger has taken this process a step further with an alternative to leather made from recycled apple peel fibers. The new technology comes from the region of Tyrol in the North of Italy, an area famous for cultivating apples.

For the 2020 spring-summer season, the brand has presented two sneaker models partly made from fruit fibers. The new shoes have been made possible by a partnership with Italian start-up Frumat, which has developed a raw material created from apple-industry waste, which offers various thicknesses and textures that make it suitable for use in footwear and other items that are often made from leather.

Intended for both men and women, these first two models are 24% recycled apple fiber, which has been used to create the material for their uppers. Available in white and navy blue, the sneakers can be found in a selection of Tommy Hilfiger stores and at selected retailers around the world, as well as online at Tommy.com.

The launch is the latest development in Tommy Hilfiger’s ongoing drive to reduce its environmental impact, which has also led the brand to present collections made from recycled cotton, denim and wool.

In August 2019, Tommy Hilfiger signed The Fashion Pact, proudly joining a group of collaborators with similar ideas in continuing to advance in supporting the world of fashion. Moreover, he launched Jeans Redesign Guidelines with Ellen MacArthur Foundation in order to establish the minimum requirements for the items’ durability, the materials’ health,recycling and traceability. The same year, Tommy Hilfiger joined We Are Still In – the Fashion Industry Charter for Climate Action – and RE100, committing to deliver 100% renewable energy in all his installations, by 2030.

About author
Romanita is Communication Consultant and journalist and, during her career, was editor in chief for the Romanian edition of Campaign and worked for Strategic.ro, Smark.ro, IQAds.ro, Ad Maker, MediaWeek, Biz publications and was also producer of “Marca Inregistrata” TV show
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