Case: Econyl®

Fast fashion, cheap clothing and throwaway consumption – a trend with an increasing environmental impact, not least because of the vast amounts of waste that result. ECONYL® has created a solution to this problem: The ECONYL® regeneration system creates high-quality products from nylon waste by transforming polyamide-6 recyclables into primary raw materials for industrial production. The brand thus reduces global waste by collecting recyclables from landfills and the world’s oceans and returning them to production cycles through upcycling.

Mission

We position ECONYL® yarn in the target group (producers of carpets and textiles, architects and designers) as a qualitative and aesthetically high-quality alternative to conventional nylon 6. Through the innovative ECONYL® regeneration system, the yarn is produced in a sustainable and fair manner, environmentally friendly, with an infinite life cycle.

As a result of co-operations with well-known textile and carpet manufacturers, ECONYL® yarn will also be able to strengthen its position in the B2B sector, thus becoming more attractive for future partners.

Challenge

The main focus of our communication is not the company Aquafil but the ECONYL® brand and the ECONYL® yarn obtained through the regeneration process. The challenge is to avoid the attention being solely focused on cooperation partners, rather than on ECONYL® yarn. We can bypass this with the help of advisory topics, which focus on the yarn as an ingredient and show the yarn’s advantages.

In the course of the collaboration, we achieved over 850 clippings in print and online media. Cooperation messages (including with jeans manufacturer Levis, sports brand adidas and tights expert Kunert), advice messages, guest articles and interviews have been picked up by WirtschaftsWoche Online, Handelsblatt Online, Stern, FAZ, Welt Online, Objekt, TextilWirtschaft, thisisjanewayne, P.T. Magazin, Noveaux Online, GreenTech Germany, BLONDE Online, BIORAMA Online and green Lifestyle, among others.