The LYCRA Company launched an innovative campaign to bring a bio-derived fibre made with QIRA to the market to pave the way for a more sustainable future.
The sustainable fibre solution results from its unique collaboration with Qore, a key ingredient in LYCRA fibre. QIRA will be made from annually renewable dent corn at a facility in Iowa. This is the first step towards the company's goal to replace up to 30 percent of its current annual production with the renewable QIRA ingredient.
"This partnership with LYCRA and QIRA lives at the core of the Fairchild brand mission: delivering purposeful content to the fashion industry that will drive businesses forward," said Amanda Smith, president of FMG.
"We are thrilled to use our global platform to collaborate with the LYCRA and QIRA brands to tell this innovation story and showcase the impact this fibre technology will have on the industry's future as a whole."
The upcoming campaign will unveil the unique benefits of using dent corn grown in Iowa as feedstock for apparel and shine a spotlight on the farmers at the heart of this sustainable revolution.
The campaign features some of the farmers who are growing the corn in hopes of connecting the audience to the transformative process.
"Our collaboration with Qore to develop bio-derived LYCRA fibre made with QIRA is an important part of our sustainability journey," said Steve Stewart, chief brand and innovation officer at The LYCRA Company.
"We introduced the world's first commercial bio-derived spandex back in 2014, and now, with Qore as our partner, we're excited to bring this to market at scale. This will reduce the carbon emissions of LYCRA fibre by up to 44 percent, likewise helping our customers lower their carbon footprint."
This sustainable solution will deliver equivalent performance, eliminating the need for significant production changes or re-engineering of fabrics or patterns.
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