SUSTAINABLE TEXTILE
FOR SUSTAINABLE FASHION

The fashion industry is the 2nd most polluting industry in the world. In 2010,
XinTianYuan, a textile company delivering Polyviscose fabrics to all major global fashion brands,
changed their technology called “top Dye”, to reduce their water use and waste by nearly 80%.
This courageous and successful move, helped XinTianYuan shift the companies’ culture
to focus on sustainability in everything they do.

XinTianYuan requested PLTFRM to articulate their core belief:
“By Improving Ourselves, Today, We Improve All Our Tomorrows”
aligned with their value proposition
“Million Miles color consistency”
slogan
“Tomorrow’s textiles”
along with a highly systematic and functional Visual Identity.

XinTianYuan is now the leader of China’s textile market and the role model of a movement
to make the fashion industry much more sustainable than it is today.





In the last few years, a growing number of companies take CSR and sustainable practices seriously. Across various industries, however, it is not yet a standard, but rather an advantage, which brands can leverage not only to elevate their image. Research shows, that sustainability actually generates profit. For instance, a Harvard Business School study, using a sample of 180 companies, found that companies which voluntarily adopted sustainability policies more than 15 years ago significantly outperformed others over the long-term in the stock market. Similarly, The Business ROI of Social Investments report, launched by ACCP and IO Sustainability shows, that contributions companies make to support the well-being of communities, individuals, and environmental systems can boost share price by as much as 6%, increase sales by 20%, and productivity by 13%. 

For the company, working in the second most polluting industry in the world—fashion—projecting a sustainable image is a powerful branding tool. In 2010, XinTianYuan, a textile company delivering Polyviscose fabrics to all major global fashion brands, changed their technology called “top Dye”. This allowed not only to increase the quality of the product, but to reduce their water use and waste by nearly 80%. This was a courageous and successful move, helping XinTianYuan to shift company’s culture with focus on sustainability in everything they do. However, this shift had little influence over the brand’s image, as it wasn’t highlighted clearly enough. 

XinTianYuan requested PLTFRM to articulate their core belief, and after a series of interviews to understand the company from inside, we came up with “By Improving Ourselves, Today, We Improve All Our Tomorrows”. The core belief, was then aligned with XTY value proposition “Million Miles color consistency”, slogan “Tomorrow’s textile” along with a highly systematic and functional Visual Identity. XinTianYuan is now the leader of China’s textile market and the role model of a movement to make the fashion industry much more sustainable than it is today.


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Xin Tian Yuan
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Xin Tian Yuan

SUSTAINABLE TEXTILE FOR SUSTAINABLE FASHION The fashion industry is the 2nd most polluting industry in the world. In 2010, XinTianYuan, a textil Read More
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