The National Leather Council’s new RIUC campaign
Launched by the National Leather Council and the professional federations of the sector in October 2021, the RIUC campaign aims to promote the leather material and fight against preconceived ideas.
The Conseil National du Cuir has teamed up with the creative studio Matter of Fact to imagine the RIUC concept and present it as a new material that takes on all the properties of leather and adopts the communication codes of the new innovative and technological materials currently on the market. RIUC‘s properties include durability, innovation and adaptability.
The Filière Française du Cuir participates in the oldest recycling activity in the world since leather is a co-product of the food industry. As a reminder, the leather and hide industries and the tannery and leather processing industries in France recycle 160,000 tons of raw hides each year, which is equivalent to the weight of 20 Eiffel Towers.
Sustainability and eco-responsibility
If innovation is the order of the day in the world of fashion and leather goods, among others, some of the new materials that are appearing are derived from petrochemicals. However, leather demonstrates properties of longevity, tensile strength and durable use.
Indeed, leather is both an ancestral and innovative material. To meet new societal expectations or new consumer trends such as the craze for vintage or second-hand goods, the leather industry is constantly adapting and improving. From responsible production to transparency with consumers, the Filière Française du Cuir has made CSR its priority and is positioning itself as a leader in the circular economy. This campaign on a supposed new RIUC© material remains fictional, but its properties in the industry are no less real.
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Frank Boehly, President of the Conseil National du Cuir explains “This new campaign echoes the awareness work carried out for many years by the French Leather Industry. Between myths and realities, we are committed to promoting this material which is a real gift from nature. Far from preconceived ideas, the leather industry is a pride of France, representing 12,800 companies whose talents and know-how are recognized internationally“.
Featured Photo : © Conseil National du Cuir
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