The European Flax-Linen and Hemp industries are organizing their development around a strengthened team with a clear mission: expanding the entire industry while making European Flax-Linen and Hemp the preferred sustainable premium fibers worlwilde. The Alliance for European Flax- Linen & Hemp will launch its new identity in the first semester of 2023 for all target groups.
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New name and new visual identity
The new name in English clearly embodies the organization’s international ambition. The Alliance for European Flax-Linen & Hemp reflects the solidarity of an industry with European roots which brings together the entire value chain around a common goal: making European Flax-Linen and Hemp the preferred sustainable premium fibers worldwide.
- Alliance conveys the idea of a chosen union serving common interests and brings modernity and dynamism to the organization.
- European qualifies the Flax-Linen and Hemp fibers, while the organization opens itself up to international ambitions.
- Flax-Linen become inseparable, underscoring the importance of textiles (since two different words in English refer to the fiber and textile).
- Hemp today refers mainly to the technical uses of the industry, which is now open to textile segments that are growing.
The new identity is accompanied by a new logo, which creates a visual connection between the identity and values of the Alliance for European Flax-Linen & Hemp: a field in the shape of a hexagon with lines representing creative and orderly fibers that stand for expertise and innovation throughout the value chain.
In addition to visual changes, the new brand exemplifies confirmed values that reflect both the principles guiding our joint actions over the past few years and our
strong future ambitions.
This new identity reflects the collective efforts begun one year ago that will help clearly position European Flax-Linen and Hemp on the international stage.
Alliance for European Flax-Linen & Hemp is showing itself to be open to the world, and an innovative, creative, and sustainable industry, whose goal is to turn European Flax-Linen and Hemp into the preferred premium sustainable fibers worldwide.
The Alliance is focusing its path on 3 strategic pillars
The Alliance for European Flax-Linen & Hemp supports the development of two industries that are still marginal in terms of economic impact (Flax accounts for 0.4% of global textile fibers).
For the Flax-Linen industry, these past 15 years have been a time of change and of extraordinary growth. Flax-Linen was able to enhance its visibility and legitimacy thanks to the scientific validation of its intrinsic properties, the establishment of traceability certifications, and work on promotion, among other factors. At a time when behavior is guided by social and environmental concerns, European Flax is meeting market demand with its sustainable and lasting properties.
Within the Alliance, the Hemp industry, which until now had been mostly focused on non-textile applications, should soon follow the same path as Flax on textile issues, and not just within the high- performing technical uses sector. In the short term, European Hemp will benefit from the strength of the Alliance. Already, a European working group managed by the Alliance is being set up to expand the textile Hemp industry.
Europe is the top global producer of Flax-Linen fibers. In an international context of growth and reindustrialization, Flax, which accounts for just 0.4% of global textile fibers, is a globalized fiber with remarkable technical and environmental properties. At the same time, the European textile Hemp industry is organizing itself to boost growth. Today, the European Flax-Linen and Hemp ecosystem thus embodies an innovative and sustainable European textile dynamic that meets the needs of consumers and brands.
Bart Depourcq, President, Alliance for European Flax-Linen & Hemp
1. Nurturing and growing a virtuous common ecosystem that caters to European Flax-Linen and Hemp.
The Alliance, which already brings together over 10,000 businesses representing all professions along the value chain from 16 European countries, is a solid foundation for increasing the influence of European Flax-Linen and Hemp.
To expand the ecosystem, the Alliance will enhance its joint work and its economic observatory to publish structured, reliable economic data and information on a regular basis, in order to be able to continuously deploy a set of specific decision- making support tools.
At the same time, the Alliance will continue to open to end markets by anchoring the entire European Flax-Linen and Textile Hemp textile ecosystem and brands by fully involving them in the industry’s strategic reflections.
2. Turning the Alliance for European Flax-Linen & Hemp into an innovative and sustainable international reference.
To remain ahead and to continue to prepare for regulations and market expectations, the Alliance for European Flax-Linen & Hemp will always focus on the most responsible innovation. To this end, it commits to a continuous improvement process for its environmental footprint through two essential elements: traceability and Life Cycle Analysis supported by 2 certifications.
Offering an organized, responsible, and committed value chain from upstream to downstream by improving fiber and process traceability.
The traceability of Flax fiber is guaranteed by two certifications with strong growth over the past two years: European Flax®, the indispensable passport of European premium Flax fiber, and Masters Of Linen®, as evidence of renewed sustainable momentum in European textiles. To date, 761 companies from 33 countries have been certified European Flax®, an increase of +633% over 2 years (January 2020-October 2022).
As part of the Traceability Working Group of the Strategic Committee of the Fashion and Luxury Industry, the Alliance for European Flax-Linen
& Hemp has launched the first stage of a traceability pilot, a tool using secure Blockchain technology for European flax with respect to two fashion products. This pilot brings together 19 businesses which are currently testing the digital solution.
In Flax-Linen, everyone comes together, working fully and conscientiously for the next link in the chain. The Flax-Linen sector is now able to respond to requests for identification of the origin of the raw material and the production process in order to encourage Flax-Linen to enter the collections.
Providing representative data to brands for reliable Life Cycle Assessments.
The first Flax-Linen scutched fiber LCA study using the harmonized European PEF (Product Environmental Footprint) method was published
in February 2022, providing a dataset on European Flax® certified long fiber and helping to calculate the impact of products made of Western European Flax fiber based on the 16 PEF categories.
3. Guarantee quality and embody desirability
The Alliance commits to guaranteeing and better describing the quality of its fibers by using technological innovations to create a reference for describing long fibers. A description of European Flax® fibers through optical imaging will soon complement the organoleptic method. The Alliance will submit this innovation goal to the General Secretariat for Investment as part of the France 2030 framework.
Finally, with its new identity, the Alliance will spearhead this strategy and support it with a Europe- wide marketing plan equipped with a stronger digital dimension aimed at professionals and the public.
The Alliance for European Flax-Linen & Hemp will launch its new identity in early 2023
The new identity of the Alliance exemplifies the codes of the institutional logo throughout its experiential universe, and corporate green is complemented by the color blue. Experiences with Flax-Linen and Hemp fall into three main categories: industry experiences, ecosystem experiences, and experiences with professionals and the public Finally, for digital experiences on social media, the single hashtag @flaxlinenhemp now covers all social media, whether B2B or B2C, using the new name “Alliance for European Flax-Linen & Hemp.”
Find more information here
About Alliance for European Flax-Linen & Hemp
The Alliance for European Flax-Linen & Hemp is the only European agro-industrial organization that serves as a global reference and brings together all players in the European Flax-Linen and Hemp value chain.
A platform for reflection, market analysis, dialogue, and strategic orientation, the Alliance for European Flax-Linen & Hemp presides over an industry of excellence in a globalized context. It encourages dialogue with national and European public authorities.
The Alliance for European Flax-Linen & Hemp creates an environment that fosters competitiveness of industrial businesses as part of its three-fold mission of informing members, brands, and consumers, supporting the European ecosystem and European expertise, and promoting European Flax-Linen and Hemp as the preferred sustainable premium fibers worlwide.
It connects 10,000 businesses in 16 European countries and bases its work on the values of solidarity, innovation, scientific validation, and respect for people and planet.
It promotes, initiates, and organizes strategic reflections and research on its fibers to be able to provide all of its interlocutors with evidence-based economic data, environmental information, and reliable scientific evidence.
The Alliance for European Flax-Linen & Hemp strives
to increase the international visibility of its fibers, whose technical and environmental properties inspire global creation and open new opportunities for industrial innovation. It guarantees the traceability of Flax fiber thanks to the EUROPEAN FLAX® and MASTERS OF LINEN® certifications.
The Alliance for European Flax-Linen & Hemp is the new name of the CELC, an association founded in 1951. Western Europe is the number one Flax-producing region in the world (France, Belgium, and the Netherlands account for 80% of production).
European Flax®: A traceability guarantee for premium Flax fibers grown in Western Europe for all markets. It is a plant- based fiber, the product of ecofriendly agriculture grown without irrigation* or GMOs.
Masters of Linen®: Traceability guarantee for Flax processed by European businesses on European and Euromed 1 sites. A plant-based, responsible, and local textile at all stages of production: from European Flax® fiber to thread and fabric.
Source
Alliance for European Flax-Linen & Hemp, press release, 2022-12.
Supplier
Alliance for European Flax-Linen & Hemp
European Flax and Hemp Confederation (CELC)
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