New eco-chic apparel for urban surfer girls
In an era of values-based consumerism, companies are going for integrated marketing, where aesthetics and integrity go hand-in-hand. High-end fashion companies are going green and green clothing companies are targeting hipsters. On par with this blurring of boundaries, Ailin surfwear company has just launched out of the fashion-mecca of Manhattan, hoping to present a line that brings urban sophistication to an outdoorsy industry.
Link: Ailin
Alongside their "haute couture" approach to surf apparel, they are aiming high on the "eco" scale, by utilizing PCR (post-consumer waste) filament yarns and printing all hangtags on partially-recycled fiber with soy-based ink. Their headquarters in NYC have bamboo floors and use renewable energy from New York state's Green-e biomass. The first products from Ailin will be displayed at the Action Sports Retailer (ASR) tradeshow in San Diego in September, after which they will be available to surf enthusiasts from the city to the beach.
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