Pondicherry, July 2011: Hidesign is excited to announce the launch of the eco-project Art of Reuse in partnership with Femina. This project to be launched on June 5th, 2011 to mark World Environment Day is part of Hidesign’s year long effort to push its Green Campaign. Hidesign, an eco friendly leather goods brand, has today carved a niche for itself amongst luxury goods. As a brand Hidesign has consistently tried to create space in its consumers’ mind on the importance of being eco friendly, on using things that are natural and has always impressed upon the beauty of the handcrafted. Taking the mandate further Hidesign would like to stress on the need to recycle and reuse.
“We believe the best way to get an idea across is to engage people through participation”, says Dilip Kapur, President of Hidesign. The Art of Reuse is an engagement project to support the practice of converting waste materials or redundant goods into new materials / products of better quality with a higher environmental value. In this contest, participants will be encouraged to create new designs out of leather scrap provided in the “Art of Reuse kit”; available at all Hidesign stores PAN India. These designs would be submitted at Hidesign stores and winners will be selected through votes on Hidesign’s page on Facebook. On 1st August 2011, Hidesign and Femina will choose three winning products and the selected contestants will receive Hidesign gift vouchers. This is a laudable small step by Hidesign to reach out to a larger audience by introducing the simplicity in recycling and increasing the appreciation of handcrafted products.
The GREEN CAMPAIGN
Since its inception in 1978 Hidesign has always pushed for a greener way of doing things. Today, Hidesign is a recognised leader in the research of the ecological use of vegetable tanned leathers for its leather goods. Learning from the centuries old skills of tanning with natural seeds and barks, Hidesign has created fashionable leathers that age exceptionally well.
Hidesign realizes the importance of creating awareness towards conserving the environment, and with the GREEN CAMPAIGN, hopes to lend support towards promoting afforestation and bringing to light the importance of reuse. The Art of Reuse project will be followed by the launch of Hidesign’s “Green Collection”, which will be in stores later this year, and “Everyday Green” where Hidesign will design and create usable art pieces such as waste baskets, stools, trays and other innovative products out of scrap leather which will be displayed in their stores across India.