The brand Kindlier has long been Welspun’s home for sustainable cottons, which it calls “cottons with a purpose.”
At New York Home Fashion market last market, the global manufacturer adjusted the focus of the brand to take on a broader mission: easing the way for persons with disabilities and a planet under duress.
“For people, think zippers, magnets, Velcro, new silhouettes and fabrications all with the intent of navigating the everyday in an easier way,” said Christopher Mooney, global chief marketing officer.
Taking on the challenge of the carbon-damaged planet, Welspun came to market with sheets and towels made with Good Earth branded regenerative cotton. Regenerative farming practices include composting, crop rotation, agroforestry, and ground cover and results in greater carbon retention in the soil than is currently emitted by the entire lifecycle of cotton itself, among other impressive benefits.
“It is the only climate-positive, traceable, third-party verified cotton available in the world,” said Mooney.