by ecohookups.com contributor: Marie Watkiss
The World renowned fashion brand Benetton’s, have developed (in partnership with the German Fraunhofer-Institut für Chemische Technologie) an innovative addition to their fashionable ranges – Liquid wood clothing hangers. These 100% biodegradable, lightweight and recyclable ecologically sound hangers are part of Benetton’s eco sustainable business plan which also includes Sustainable shopping bags and Organic Clothing. This revolutionary Italian company is inspirationally fashioning the ethical future of their corporation and our planet. Not bad for a company which commenced business more than four decades ago, with Luciano Benetton (hailed as the green billionaire) selling his sister’s gorgeously knitted sweaters from his travelling business – a bicycle!
The paper and pulp industry produce 130 million pounds of lignin each year as a waste product. Taking this out makes the paper white and it usually just gets burnt as waste. However, combined with flax, resins and other natural fibres lignin can create a bio-plastic called Arboform. It has the ability to be cast so can be used with more ease than traditional wood. Easily as versatile as plastic it is also cheaper and is already used in car manufacturing of dashboards and has been used in baby toys and golf tees too.
Drastic On Plastic
These progressive eco-hangers are to be phased in to their 6,000 store network throughout 120 countries. The ‘green’ impact the Benetton Group achieve will be a 600 ton reduction in plastic in 2011.
In the Bag
The Eco friendly kraft white paper shopping bags are created using only water based inks and paper sourced solely from FSC (Forest Stewardship Council) certified factories. The controlled forests that supply the paper factories are under management which complies with social and environmental management principles.
Benetton’s Organic Cotton clothing products (certified to the benchmark Global Organic Textile Standard) are not just making a style statement but a thoughtful one too. This means that their clothing has been ethically produced and is environmentally sustainable, being free of genetically modified organisms and farmed in a low impact way.