Ralph Lauren launches cashmere recycling programme and first C2C “icons” sweater
Developed as part of the Cradle to Cradle (C2C) certification process, Ralph Lauren has launched a cashmere recycling programme in partnership with Re-Verso, a leading textile production company that “bridges science and technology” to create a circular economy manufacturing system.
The programme, initially available in North America and Europe, allows consumers to ship their 100% cashmere items – from any brand – to Re-Verso in Prato, Italy, to be recycled.
It coincides with Ralph Lauren launching a Cradle to Cradle Certified Gold Cashmere Sweater, “made to be worn, loved and live on responsibly for generations to come”, and now available in the men’s Purple Label and women’s Collection brands.
The first-of-its-kind luxury sweater is the first of five Ralph Lauren “icons” products that the company has committed to have C2C Certified by 2025.
Katie Ioanilli, Chief Global Impact and Communications Officer at Ralph Lauren, said: “The kind of luxury we stand for at Ralph Lauren has always been about timelessness, authenticity and a life well-lived.
“Today more than ever, we believe true luxury encompasses not only a product’s beauty and quality, but how it was made and how it will endure. That’s why we’ve created the industry’s first-ever Cradle to Cradle Certified luxury cashmere product, with plans to deliver four more verified icons by 2025.”
Woven from fine cashmere fibres, dyed in rich hues and featuring a transformed signature label cut from organic cotton, the C2C Certified Gold Cashmere Sweater was analysed through a multi-step certification process with the Cradle to Cradle Products Innovation Institute, a non-profit organisation that has set the global standard for products that are safe, circular and made responsibly.
The C2C Certified Gold Cashmere Sweater will be highlighted in a multi-media consumer marketing campaign featuring models Andreea Diaconu and Simon Nessman, a real-life couple who have a personal commitment to preserving and protecting the environment.
The campaign will be shared across Ralph Lauren social channels and website, where consumers will be able to find more information about the sweater, the new recycling programme and the company's efforts to support a circular economy.