International Campaign Launched to Promote Sustainability of Leather

Shanghai/Washington: The Leather and Hide Council of America (LHCA), the representative body for the U.S. leather industry, today unveiled the first in a series of videos as part of a new international campaign communicating the natural, sustainable and durable nature of leather.

Launched under the banner of “Real Leather. Stay Different.,” the campaign will feature three videos and social shorts looking at nature and sustainability, the importance of sourcing quality leather and leather in fashion. With a focus on the next generation of consumers, the campaign will be promoted entirely through social channels, including WeChat and Weibo in China and Instagram and Facebook around the world.

As one of the leading markets for U.S. leather, China was chosen as the location for the video shoot. U.S. leather is preferred by the Chinese fashion and design industry for its consistency and impeccable quality, for its sourcing guarantees and for the U.S. industry’s exceptional standards in environmental management and material production.

From its opening featuring stunning vistas of the American landscape to the studios of a bespoke shoemaker in Shanghai to leather fashion on the streets, the first video in the campaign takes the viewer on a spectacular visual journey. It showcases leather as the material of choice for artisans and craftsmen, and positions leather products as the sign of the individual who values enduring style over fast fashion.

The campaign comes 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 commented:

"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.
With leather, we create beautiful and durable items from by-products that would otherwise be destined for landfills, items that will last for many, many years. This campaign reminds us of that long history, the qualities that make leather desirable and its contribution to a more sustainable society. Leather products may be costlier, but there are good reasons why they represent real value for all.”

To view the first advert, or to find out more about leather in fashion, its history, manufacture and care, visit the “Real Leather. Stay Different.” website, chooserealleather.com, or social channels including chooserealleather [Instagram] and “RealLeather_StayDifferent“[WeChat].

The English version of the video post is available here:

https://chooserealleather.com/real-leather/sustainable-leather-international-campaign/ 

The Chinese version can be accessed here:

https://chooserealleather.com/real-leather/sustainable-leather-international-campaign-shanghai

About The Leather And Hide Council Of America

Formed by the 2020 merger of the United States Hide, Skin and Leather Association (USHSLA) and Leather Industries of America (LIA), the Leather and Hide Council of America (LHCA) is a full-service industry trade association representing the entire U.S. leather supply chain, including meatpackers, hides and skins processors, traders, leather tanners, finished leather goods producers, footwear companies, chemical suppliers, machinery producers, trade media and market reporters, freight forwarders, transportation service providers, financial institutions and more.  The association provides its members with government, public relations, and international trade assistance and support.  LHCA is a cooperator organization under the U.S. Department of Agriculture’s foreign market development programs, assisting U.S. firms develop new markets for U.S. agricultural exports. LHCA is at the forefront of the industry’s needs, providing members with education and technical information to compete in today’s global marketplace.