“Our product collection offers style, pricing, and a company behind it dedicated to sustainability — historically, you can only get two of the three,” remarks Michael Johnson, director of marketing for HanesBrands Printwear. “What we are doing with Alternative is challenging that mindset. You shouldn’t have to compromise. We are looking at every single aspect of our products.”
According to the company, with this new focus on sustainability, the brand introduced a new tri-blend collection, where the team made sure that all three yarns were eco-focused, using TENCEL Modal fibers, U.S. grown cotton, and 100% recycled polyester.
“Eco-awareness continues to grow,” says Johnson, “Earthleisure is about casual, comfortable clothing that we can all be proud of — from better materials to responsible manufacturing. It’s made with our planet and people in mind. With Earthleisure, our goal is to revolutionize athleisure by forging everyday style and softness and help our customers with their environmental footprint.”
Johnson tells GRAPHICS PRO that global shipping delays throughout 2021 pushed Alternative just past its January target. Still, even with continued challenges related to the pandemic, the company succeeded in saying goodbye to virgin poly.