CORPORATE IDENTITY / IMAGE CAMPAIGN
WE ARE THE FIRST GENERATION,
is Sympatex’s new brand claim and calls for a new movement. It deliberately addresses everyone who is currently setting out to create a more sustainable textile industry. All those who want to go down this path with Sympatex see themselves as a “first generation” – a first generation that does business differently, that regenerates instead of just generates. For the “first generation,” sustainability and comfort are no longer a contradiction in terms. It is the “first generation” that has the technology in hand to combine comfort with awareness. Therefore, their focus on responsibility, sustainability and circular economy is not a constraint, but an inspiration for innovation. The “first generation” also means all those for whom freedom is not just the right to choose, but the ability to make the right choices. For the “first generation,” it’s a fun challenge to figure out how to turn waste back into gold – without leaving a trace. The “first generation” that can decide to become a source of good for nature – and for all the creatures that live in it. We can all be the first to do the right thing – the first generation. Recycled materials that can be recycled again form the basis here for Sympatex as a sustainable function specialist with the goal of driving forward the complete closing of the textile cycle – “Closing the Loop” – together with brand partners, retailers and end consumers.
We are the first generation,
that can elevate an economic “generation” to a level of “regeneration”.
For us, waste is not an ignorable side effect of our activity.
Nor is it an annoying responsibility imposed from outside
Waste for us is a playful challenge to figure out how we can turn it back
into gold – without leaving traces behind.
1. CIRCULARITY IS IN OUR DNA. BORN TO SHAPE OUR FUTURE.
Nothing is final. It’s all about a continuous cycle of renewal. Using the circle of life as our role model, we believe in the rebirth of functional textiles, because we are convinced circularity serves as the only reasonable basis for sustainable business activities. That’s why the closed textile loop and the circular use of materials has always been in our DNA and firmly rooted in all that we do! At the heart of Sympatex is our polyester membrane, which is not only 100 percent recyclable, but climate-neutral and non-PTFE/PFC.
Our “circularity” campaign contains very emotional snapshots. The motifs capture the moment when joyous parents welcome their new child shortly after birth as they lovingly hold it in their arms. What we see is not a human child, but an “old new” Sympatex functional jacket. It’s “old” because its “soul” has already lived through one or more life cycles. It’s “new” because through recycling it can be brought back to life again as a “baby” in the form of a new textile. The reborn jacket can undoubtedly look forward to a long and hopefully happy future, perhaps even serving as a favorite piece of clothing that has the pleasure of accompanying its owner through the many stages of life.
With our appeal “Born to shape our future. Closing the textile loop with Sympatex. ” we are calling on everyone to actively participate and make a contribution to closing the textile loop. It’s a plea to make an informed decision for genuine sustainability and consistent circularity. With the “circularity” campaign, Sympatex wants to speak to, inform and sensitize industry and market partners, customers and consumers at an emotional level. After all, manufacturers and consumers already have the option to make a conscious decision for environmentally-friendly, recycled and climate-neutral clothing and shoes, without having to sacrifice performance.
OVERVIEW IMAGE CAMPAIGN
2. WHAT KIND OF WORLD DO YOU WANT TO LIVE IN? IT’S IN YOUR HANDS
Each of the different campaign motives shares the same principle and thus guarantees a value of brand recognition: the main image bluntly reveals a world not worth living in that will be future of us and our children if we do not take action immediately. Mountains of plastic waste, eroded landscapes, droughts or species extinction demonstrate massive environmental pollution, caused by humans and their predatory exploitation of nature. As opposed to this, a similar landscape is displayed in the front showing an unspoiled world which we strive for and will be able to preserve if we decide to develop clothes in a consistently sustainable manner.
The appeal “WHAT KIND OF WORLD DO YOU WANT TO LIVE IN? IT’S IN YOUR HANDS! calls for consciously deciding for a piece of sustainability, such as Sympatex. The campaign calls on the textile industry and market partners to radically change their mindset, while appealing to end consumers to do the same with every purchase. Consumers can choose already today environmentally friendly, climate-neutral and recycled clothes and shoes – without having to accept any compromise on performance.