Leather industry stakeholders have been making their need to promote leather internationally, and in a coordinated way, known. Their aim is to maintain the perception of leather as a unique material, and to help younger generations appreciate the value of leather.
This particular view comes from Leather Naturally, an initiative put together with the aim of championing leather in the face of growing competition from synthetic leathers, as well as growing pressure against the leather industry from groups such as Peta and Greenpeace.
Leather Naturally has put together a multimedia platform that will engage with consumers around the world through social-media, emphasising leather’s attributes and strengthening the connection with consumers. It’s aim: to stimulate leather consumption.
The organisation has already raised over 40% of the necessary funds required for their five-year campaign, but it still requires further support from the leather industry in order to reach the targeted £1.2 million needed to get the campaign under way.
Support is coming from different organisations across the sector. Recently, the member associations of GLCC – the International Council of Tanners (ICT), International Council of Hides, Skins and leather Traders Associations (ICHSLTA) and the International Union of Leather Technologists and Chemists Societies (IULTCS) – issued a release supporting the initiative and encouraging members to back the initiative.