Alternative Apparel, Atlanta, recently announced today it will replace all virgin polyester with 100% recycled polyester in manufacturing beginning this year.
The move makes the eco-focused apparel brand the first in the printwear market to take such a step, according to the company.
“While some companies have opted for fast fashion with an increased number of product deliveries, we’ve consciously chosen to focus on high-quality, luxuriously soft apparel that will remain in your closet for years to come,” says Kevin Miles, senior marketing manager for Alternative Apparel. “Even more, we want our processes and materials used in manufacturing to have minimal impact on the environment.”
The conversion to recycled polyester will begin this year, with completion expected in 2021. Some style names will change, but prices will remain the same.
“An increased number of consumers are cognizant of the need to protect the environment, and they want to do what they can,” Miles says. “But generally, they don’t want to pay more. While it is not an easy or inexpensive swap for Alternative Apparel to make, the brand will not raise prices to cover the cost of the conversion.”
Throughout 2019, Alternative Apparel used reduced poly and kept the equivalent of 1.2 million water bottles from landfills.
“We see the importance of investing the extra money to ensure we are standing behind our planet,” Miles says. — D.S.
