I love linen, the international campaign promoting this ancient and sustainable fiber is back

The I love flax initiative, organized by the European Confederation of Flax and Hemp, will be held until 15 June.There are many activities planned.

The linen it is a noble fiber that has passed through history up to the present day, embracing the fashion of all times.Today more than ever, in a world in which respect for the environment and resources must become the key principle of every production activity, the textile and clothing industry is rediscovering the benefits of linen, also thanks to the commitment of European Flax and Hemp Confederation (CELC) and his campaign I love linen, launched in 2016 and presented every year through its online store and a vast network of international partners.

The initiative was born from the desire to inform about one of the textile fibres oldest in the world and known for its natural characteristics, ideal for making clothes, bed linen, bathroom linen, kitchen linen and furnishing accessories such as curtains, cushions, sofa and armchair coverings, carpets and tapestries.

I love linen 2021

This year the campaign designed to raise awareness among the final consumer is being held fromMay 1st to June 15th and takes place online, on the e-shops of partner brands, in boutiques, department stores and concept stores.

Linen is an ally for fashion with clear answers:healthy and thermoregulating, it is more topical than ever and Celc is pleased to once again support, as every year, numerous partner brands in the sale of linen products

Marie-Emmanuelle Belzung, General Delegate of the Celc

Thanks to the support of the European Flax and Hemp Confederation, the initiative consists in the dissemination of digital content aimed at exploring the virtues of linen and involving certain people points of sale with fiber staging, window installations, distribution of bags of linseed to plant and meetings with professionals from the supply chain.

The Italian partners

In Italy, the partners participating in the I love linen 2021 campaign are 120% Linen, Freitag for linen and hemp jeans, the shirt specialist Scaglione, the tailor-made shirts of Clerici shirt shop, the furnishing and lifestyle fabrics by Telerie Spadari e C&C.Throughout the month of May, the sales points of these brands will come alive with exhibitions and initiatives dedicated to linen, starting with the shop windows.

The brands taking part in the campaign have been renewing their membership for a few years now.There Clerici shirt shop claims that “the campaign I love Linen in recent years he has been able to convey the importance of returning to using linen in everyday life, of knowing how to choose with greater awareness among natural fibers and of raising awareness towards greater environmental sustainability".

Likewise, C&C Milan renews its support by underlining the importance of linen as "a fiber that brings together progress and sustainability.Style is accompanied by total well-being:linen accompanies us in everyday life as well as in moments of relaxation in our homes.Working with linen has always been a privilege, our mission, and we are certain that time will prove us right."Even the Spadari fabrics express all their support for the campaign:“Linen, a noble and sustainable fibre, has always won over Telerie Spadari customers.Its freshness and brightness is unparalleled for sheets, tablecloths and towels in both the classic and more current versions, washed and not ironed.We enthusiastically join the I Love Linen campaign, promoted by Celc, which talks about and enhances this European excellence".

I love linen in Europe

In the United Kingdom, the campaign sees the participation of brands such as Three Graces London, Asceno, Brora and People Tree for ready-to-wear, as well as Maker & Son for sofas.In France, however, Celc together with Bhv Marais are planning to set up a flax field in front of the windows of the famous Paris department store with the aim of allowing citizens to familiarize themselves with this plant.

Furthermore, I love linen has an exclusive partnership with Uniqlo which will host installations dedicated to linen in its main stores in Paris and Lyon.Some displays will also appear in other Uniqlo stores in the Netherlands, Sweden, Italy or England to coincide with the launch of new linen collections.

Rediscovering linen

“I love linen is an opportunity to support how natural fibres, especially linen, are of fundamental importance for Italian fashion”, states the knitwear factory Echelon according to which "good knitwear arises first of all from the choice of excellent quality materials".

This awareness campaign aims to help consumers, but also fashion professionals, rediscover the innumerable qualities of linen, a natural plant material with a virtuous ecological profile which presents multiple application possibilities both in the world of clothing and furnishings.