SHANGHAI, April 22, 2024 /PRNewswire/ -- On April 22, FILA, a high-end sports fashion brand, officially launched FILA's "Nature Echo" program on Earth Day, taking this opportunity to fully implement the brand's exclusive environmental protection logo and a series of environmental protection activities. Adhering to the new brand concept of "Make Performance Beautiful" in 2024, FILA continues to expand the boundaries of sports aesthetics and extend the brand's elegant genes to the green field. On the basis of FILA's "From Nature To Nature" environmental protection proposition in 2023, this year, FILA will continue to advocate a sustainable sports lifestyle, adopt resource recycling and other methods to help the brand's carbon reduction goals, and launch the "Nature Echo Sports Innovation" program to inject elegant sports aesthetics into environmental protection actions. On the occasion of Earth Day, FILA joined hands with VOGUE, an international authoritative media that also pays attention to sustainable fashion, to launch a series of themed activities in 2024 with the theme of "extending the lifeline of clothes", aiming to promote more consumers to join FILA's sustainable development plan through biodegradability and raw material recycling, protect green nature with practical actions, and go to a green future with sports aesthetics.
FILA brand exclusive environmental protection logo
layout sustainable practices, FILA creates Operation Natural EchoIn recent years, FILA has laid out sustainable development strategies for the whole value chain such as products, sales and marketing, and continued to build a sustainable fashion sports road for the brand. At the product level, FILA has introduced materials such as Tencel ™ to reduce its negative impact on the environment, in the sales process, FILA has simplified its tags by applying RFID tag technology and adopted a series of packaging optimization measures such as FSC-certified environmentally friendly isolation paper to significantly reduce the consumption of natural resources.
This year, FILA officially launched the "Nature Echo Campaign" program on April 22, World Earth Day, and continued to focus on the product side, and promoted the transformation of more products to sustainable and environmentally friendly products by formulating high environmental protection certification standards for brands. As an important part of the plan, FILA has fully implemented the brand environmental protection logo to help consumers identify and choose FILA's sustainable and environmentally friendly products, and the exclusive logo has been officially unveiled on FILA's official website, Tmall and other online channels.
Increasing the size of sustainable products, FILA expands the application of environmentally friendly materialsMaterials are a key link in the production process of the footwear and apparel industry, and they are also an important entry point for footwear and apparel brands to develop sustainable and environmentally friendly products. In fact, in the past few years, FILA has applied eco-friendly fabrics to a number of its footwear and apparel products, including Tencel ™ Modal, recycled nylon, bio-based materials, SORONA® fibers and fabrics containing EcoFiGegen recycled fibers, with product lines spanning multiple categories such as T-shirts, dresses and woven jackets.
In the context of the rapid shift to sustainable practices in the global fashion industry, FILA focuses on "degradable" cutting-edge environmentally friendly materials and continues to increase the application of environmentally friendly materials in products. FILA plans to launch a series of collaborative products in partnership with BBC EARTH, some of which are made of Celis ® material, which can help save energy in the production process, and can also be degraded into water, carbon dioxide and biomass fertilizer under specific industrial compost conditions after recycling, without producing microplastics and reducing plastic pollution. The classic fit design and the application of comfortable fabrics also ensure the comfort and durability of the product, helping consumers to increase the number of wears and bring a better product experience.
FILA COLLABORATED WITH VOGUE TO SHOOT AN ECO-FRIENDLY BLOCKBUSTER SHOWCASING FILA X BBC EARTH BIODEGRADABLE PRODUCTS
With the application of degradable cyrese ® material in FILA's products, FILA not only further reduces the burden of its products on the environment, but also shows a higher standard of environmentally friendly product research and development, production and consumption mode, providing more solutions for the green transformation of the footwear and apparel industry.
Promoting sustainable fashion, FILA joins hands with many parties to create a green futureIn order to promote consumers' attention and extensive participation, FILA joined hands with the international authoritative fashion media VOGUE to launch a series of themed activities with the theme of "Extending the Lifeline of Clothes" during the World Earth Day. On April 20th, FILA launched a special cycling pop-up event to create a large-scale hangtag installation with the brand's eco-friendly logo, transforming the concept of "sustainable fashion" into street performance art. The next day, FILA co-artists, senior VOGUE media professionals, cycling community managers and practitioners of environmental protection concepts gathered at FILA Shanghai No. 1 Store to discuss the integration and development of environmental protection and fashion sports in the theme dialogue salon of "Extending the Lifeline of Clothes". Inspired by the biodegradable products created by FILA and BBC EARTH, the two parties created a series of fashion and sports blockbusters that blend people with nature. On Earth Day, FILA's No. 1 stores in Beijing, Shanghai and Guangzhou simultaneously exhibited environmentally friendly still life installations, showing the public FILA's sustainable concept and the production and degradation process of biodegradable product fabrics through multimedia interactive equipment and creative elements, helping more consumers deepen their understanding of the brand's sustainable fashion.
FILA invited a number of environmental enthusiasts to launch a cycling flash mob in Shanghai
FILA X VOGUE "Extending the Lifeline of Clothes" Theme Dialogue Salon
FILA Shanghai No. 1 store, an environmental protection device that "extends the lifeline of clothes", showcases the brand's concept of biodegradability
FILA believes that sustainability is not achieved overnight, but is a process of accumulation of concerted efforts, and environmental protection requires the concerted efforts of multiple environmental protection partners. In the future, FILA plans to continue to focus on the production and manufacturing of environmentally friendly products while promoting the "Nature Echo Movement" program, and has set a goal of "striving to achieve 50% sustainable products by 2030". Whether it is the innovative application of sustainable product materials or the continuous improvement of consumers' awareness of sustainable fashion, FILA insists on driving the joint participation of the industry and consumers with practical actions, adheres to the green commitment of the brand and environmental protection, practices the sustainable development path of the brand under the guidance of sports fashion aesthetics, and works together with many parties to move towards a green future.