Yew Clothing in marketing drive

By: Jeff James

Published: Wednesday, November 04, 2009

Nascent high performance sports brand, Yew Clothing, is set to launch its new range of active wear with a consumer marketing campaign. Yew Clothing is the only range of active wear made from 100 per cent recycled materials.

Designed by athletes, Yew's collection of jackets and Everywear performance tops feature everything you would normally expect from workout gear, but are made with 100 per cent recycled polyester from consumer waste. This means that the
fabric used to create them is produced from reprocessed plastics like drinks bottles or food containers, helping to reduce waste and using much less energy to produce than brand new fibres.

Marketing activity will include seeding the brand via a series of advertorials with national newspapers. The brand is also being seeded using social media sites Twitter and Facebook.

Yew Clothing has appointed ethical lifestyle specialist Green Row Communications to conduct a full PR campaign. The campaign will focus around mainstream consumer media relations and establishing Yew's sustainable and high quality credentials with consumers who enjoy or aspire to an active and sports lifestyle.

Yew Clothing was co-founded by Jun Wong and Kresse Wesling. Jun Wong says: "We recognised that there is a genuine consumer need for durable and stylishly designed products that are truly sustainable without sacrificing quality and functionality. We wanted to create an active wear collection which was actually better than the mainstream alternatives to give consumers an easy choice to become more sustainable. People are already buying into our brand because of its designs and quality and are finding that the ethical credentials are a bonus."

Visit http://www.yewclothing.com to discover the first complete collection of high performance sports gear that's kind to the environment.

All Yew recycled polyester comes from Taiwan, where recycling is more prevalent. The material is manufactured into Yew active wear at a modern factory in Istanbul with good facilities for staff.

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