LHCA video celebrates leather as the choice of champions
The Leather and Hide Council of America (LHCA), the representative body for the US leather industry, has unveiled the second in a series of videos as part of an international campaign communicating the natural, sustainable and durable nature of leather. It features Thai boxing champion and fashion blogger Yoyo Sun.
Launched under the banner of LHCA’s Real Leather, Stay Different campaign, the video is the second in a series of three looking at nature and sustainability, the importance of sourcing quality leather and leather in fashion and sport. With a focus on the next generation of consumers, the campaign is running entirely on social channels, including WeChat and Weibo in China and Instagram and Facebook around the world.
The campaign continues as the fashion world considers the social and environmental impacts of fast fashion and the use of low-cost, disposable materials.
LHCA President Stephen Sothmann said: “We have been using leather for thousands of years, dating back to our time as hunter gatherers when waste was unacceptable. The issue of waste remains a concern, rightly so, to this day as consumers take a careful look at fast fashion, production processes and the volume of materials that end up in landfill.”
He added that partnering with Yoyo Sun enabled the campaign to emphasise that leather is “the material of choice for champions in sports the world over”.
