Alternative Apparel, Norcross, Ga., announced that it will replace all virgin polyester with 100 percent recycled polyester in manufacturing beginning this year. This pledge to the planet makes the eco-focused apparel brand first in the printwear market to take this step.
“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,” said 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.”
This conversion to recycled polyester will begin this year, and will be completed in 2021. Some style names will also change as a result.
The popular 50/50 Vintage Jersey fabric used in the Keeper Tee, for example, will be known as Eco Vintage Jersey. Eco Fleece will use 100 percent recycled poly, rather than a mix or recycled and virgin.
In 2019, Alternative Apparel kept the equivalent of 1.2 million water bottles out of landfills by using recycled poly in key styles and fabrics. The increase moving forward will be significant.
“To put it simply, this is a huge change,” said Miles.
Just as important, 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 said.
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.
“We see the importance of investing the extra money to ensure we are standing behind our planet,” he continued. “And while we’re proud of what we’ve done to date with our eco-focused mission, there’s always more that can be done. We’ll continue to raise the bar and look for meaningful changes to reduce the impact on the environment.”
For more information on Alternative Apparel, visit www.alternativeapparel.com.