International Campaign Launched to Promote Sustainable Leather

12th October 2020

Share

Communicating the Value of Sustainable Leather

• Leather has a rich history as a natural, sustainable and durable material
• Collaboration between U.S. leather and Chinese fashion industries showcases leather’s sustainability in Shanghai video shoot
• Social campaign to roll out across channels including WeChat, Weibo, Instagram and Facebook

The Leather and Hide Council of America (LHCA), the representative body for the U.S. leather industry, today unveiled the first in a series of videos as part of a new international campaign communicating the natural, sustainable and durable nature of leather.

Launched under the banner of “Real Leather. Stay Different.,” the campaign will feature three videos and social shorts looking at nature and sustainability, the importance of sourcing quality leather and leather in fashion.  With a focus on the next generation of consumers, the campaign will be promoted entirely through social channels, including WeChat and Weibo in China and Instagram and Facebook around the world.

As one of the leading markets for U.S. leather, China was chosen as the location for the video shoot. U.S. leather is preferred by the Chinese fashion and design industry for its consistency and impeccable quality, for its sourcing guarantees and for the U.S. industry’s exceptional standards in environmental management and material production.

From its opening featuring stunning vistas of the American landscape to the studios of a bespoke shoemaker in Shanghai to leather fashion on the streets, the first video in the campaign takes the viewer on a spectacular visual journey.  It showcases leather as the material of choice for artisans and craftsmen, and positions leather products as the sign of the individual who values enduring style over fast fashion.

Leather, Fashion and the Environment

The campaign comes as the fashion world considers the social and environmental impacts of fast fashion and the use of low-cost, disposable materials.  LHCA President Stephen Sothmann commented:

“We have been using leather for thousands of years, dating back to our time as hunter gatherers when waste was unacceptable.  The issue of waste remains a concern, rightly so, to this day as consumers take a careful look at fast fashion, production processes and the volume of materials that end up in landfill.

With leather, we create beautiful and durable items from by-products that would otherwise be destined for landfills, items that will last for many, many years.  This campaign reminds us of that long history, the qualities that make leather desirable and its contribution to a more sustainable society.  Leather products may be costlier, but there are good reasons why they represent real value for all.”