LONDON — Eurojersey, the Italian textile manufacturer of the patented Sensitive fabric that’s used by lingerie and swim labels including Triumph, Victoria’s Secret and La Perla, is using its reach to help save the Argentine rainforest.

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The company launched a five-year partnership with U.K.-based conservation charity World Land Trust this summer. For every meter of Sensitive fabric sold, Eurojersey will fund the preservation of 1 meter of the Atlantic Rainforest in Misiones, Argentina, the majority of which has been deforested for agriculture. World Land Trust will use the funds to assist nongovernmental organizations in Argentina in purchasing and maintaining the remaining 7 percent of virgin rainforest in Misiones. The funds also will support efforts to regenerate areas that have been deforested.

Michela Delle Donne, head of marketing at Eurojersey, said the company was drawn to working with World Land Trust because it shares the values of Eurojersey’s Sensitive Eco System project. The goal of the project, launched in 2007, has been to lower the environmental impact of the Sensitive fabric by using sustainable energy sources to power its plants, lowering water consumption and reducing waste.

In September, the company also introduced a new printing technology called Clear Print that uses less water and energy by eliminating washing stages. The method also achieves better print definition, the company said.

“We think this [World Land Trust] initiative can give us the right hook to communicate to our customers…[the] extra ethical values added to our products,” said Delle Donne.

While the World Land Trust project officially will launch in January, two swimwear labels already have signed up to promote the project with their customers. One yet-to-be-named British retailer will use the fabric in its private label swimwear and will launch in-store promotions and window displays to communicate that the fabric used is helping to save the Argentine rainforest. French swimwear label Banana Moon also will promote the project in its stores.

Meanwhile, Eurojersey’s long-term lingerie and swimwear clients such as Triumph Group, La Perla and Dolce & Gabbana will have the option of using a label in their garments to inform consumers that the piece is made using Sensitive’s Eco System method.

“Lingerie companies are conscious they need to offer a competitive product that offers ethical value besides the key performance features,” said Delle Donne.

She believes the initiative will increase sales of Eurojersey’s Sensitive fabric by 20 percent, which the company predicts will help save 38 square kilometers, or 9,390 acres, of the Atlantic rainforest over the next five years.

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