Interviews
Tengri is showcasing its signature noble yarns and fabrics in Selfridge’s Material World campaign launched recently. The campaign is a series of consumer engagements to create awareness on sustainability. Tengri is demonstrating its innovation in noble yarns of the Khangai Yak, a species that roams in the remote Khangai Mountains of western Mongolia.
The Material World campaign will continue till March 2017. The campaign will host conversations around developments in sustainable fashion design and retailing, share stories of best future-gazing design and production, while honouring the strengths of traditional textile manufacturing practices in UK and beyond.
An exclusive line of sustainable knitwear has been created for the campaign, including a contemporary Varsity Jacket, and special edition marl beanies and scarves, which will be available at the Selfridges’ department.
“As an innovator in noble yarns and the first brand to manufacture yak fibres here in the UK as a sustainable alternative to cashmere, we are honoured to be invited to take part in this high-profile creative initiative as the ambassador for luxury fibres. We are slowly seeing positive shifts in consumer attitudes to sustainability, but it’s essential for influential retailers to drive the change for good to protect our planet and our future. We’re proud to sit with so many talented brands selected for Material World, and to be spearheading a sustainable fashion revolution,” said Nancy Johnston, Founder of Tengri.
With award-winning environmental credentials, Tengri champions sustainable manufacturing, using prestige noble yak fibres. These are hand-combed from an indigenous breed of yak, which has less impact on biodiversity than non-indigenous and domesticated animal species, such as cashmere goats, introduced and bred for their fibres. Overgrazing of cashmere goats is leaving nearly 90 per cent of Mongolia’s pasture land in danger of desertification. (RR)
Fibre2Fashion News Desk – India
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