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Crailar Technologies Inc., which produces and markets a natural fiber made from flax and other bast fibers, has entered into a marketing and development agreement with Cone Denim to market and develop the use of Crailar flax in its denim fabric line.
This story first appeared in the March 13, 2013 issue of WWD. Subscribe Today.
Cone will immediately launch Crailar flax denim developments in its Cone 3D offering to its existing clients, and the two companies will jointly introduce Crailar flax denim developments to Crailar’s current partner brands, which include Hanesbrands, Georgia-Pacific, Brilliant Global Knitwear, Tuscarora Yarns, Target Corp. and Kowa Co., for commercial use, and to Levi Strauss & Co., Cotswold Industries, Cintas, Carhartt, Ashland, PVH Corp. and Lenzing for evaluation and development. The agreement begins this month and runs through December 2015.
Crailar and Cone will jointly create and manage marketing materials, sales meetings, trade shows, press launches, trade and consumer marketing activities as part of the new venture.
“This is a significant move for Crailar because it puts our…fiber in the hands of one of the most innovative and prolific mills in the world in one of the largest…categories in the apparel industry,” said Ken Barker, chief executive officer of Crailar.
Kara Nicholas, vice president of product development and marketing for Cone Denim, said, “The introduction of our new Crailar denim designs complements our existing Sustainblue fabric collection and furthers our commitment to provide responsible product solutions to customers that speak to the emerging globally conscience consumer.”
Cone Denim is headquartered in Greensboro, N.C., where its flagship White Oak mill has some of the most modern equipment and technology available alongside vintage looms from midcentury denim making. Cone also has manufacturing facilities elsewhere in the U.S., as well as in Asia and Mexico, giving global access to supply chains. Cone operates as part of International Textile Group.