Press Release 15 February 2023
AUSTRALIAN SUSTAINABLE FASHION BRAND JAMES&CO ANNOUNCES BAGS MADE WITH MIRUM®
Visionary brand James&Co has announced its collaborative work to release a range of vegan leather bags using the revolutionary plant-based textile MIRUM®.
MIRUM® is a family of revolutionary, naturally circular materials from NFW (Natural Fiber Welding) that complement leather and displace petrochemical-based synthetic alternatives. Completely free from plastic, MIRUM® is made from natural rubber, plant and mineral pigments, plant-based oils and waxes, and an all-natural fabric backing.
MIRUM® is so far the only synthetic leather textile on the market that is 100% plastic free. Thanks to its natural inputs, MIRUM® is recyclable and naturally circular: cutting scraps (including the fabric backer) can be reworked into new panels of MIRUM® or safely returned to earth. Making it a standout option for customers searching for products that have the luxurious look of leather without the animal cruelty and toxicity to the planet.
Read more about MIRUM®.
Founder and CEO of James&Co, Anne Hurley, set out 10 years ago to establish a top sustainable fashion brand for vegan and eco-conscious customers while always searching for the most up-to-date materials to replace the leather-look ones being called ‘vegan leather’ and containing harmful plastic.
According to Anne, with the arrival MIRUM® it is now possible for James&Co to take a big step in helping get plastic out of fashion while delivering the best in style to buyers.
“It is well-documented that majority of consumers (including me) would choose the most sustainable product available. It has been both my personal and business mission to source the supply chain for innovating plant-based textiles and get top products into the fashion market to ultimately replace those containing plastic which are a large reason that the fashion industry is the 2nd largest global polluter.”
Read more about James&Co.
Products sold by James&Co online are competitively priced to encourage take-up of the plant-based products and are available to both wholesale and direct to consumers.
Anne predicts that brands and retailers will begin to transition away from the plastic vegan leather products to sustainable ones. Particularly with the goals for climate-change being driven from the UN down.
“James&Co is both for-purpose and for-profit. I’ve become passionate about letting people know about the imperative to end the use of harmful materials for the sake of the planet.”
So passionate is she that Anne has written a number of articles outlining the positive necessity of non-plastic vegan leather products as well as a published book.
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About James&Co
James&Co is a brand of women’s sustainable apparel & accessories which is committed to sustainable sourcing and manufacturing and to getting plastic out of fashion.The brand’s products are designed to last a long time and tailored only in textiles that are cruelty-free, durable, organic, plastic-free and capable of being recycled or composting in soil at end-of-life.The innovation of plastic-free MIRUM® is a natural fit. James&Co is a Certified B Cor and based in Sydney.
About NFW
Natural Fiber Welding (NFW) is a material innovation company giving industries all-natural material platforms to create responsibly. NFW invents and manufactures shockingly sustainable products from nature. Beginning with naturally circular ingredients, NFW is making a material-rich, plastic-free future possible. NFW was founded in 2015 and is based in Peoria, Illinois.
About MIRUM®
MIRUM® is a categorically unique, bio-based material that is perfect for footwear, fashion, automotive, and accessories. MIRUM’s miraculous customizability means it can look like leather or carbon fiber — you decide. MIRUM is a high-performance solution for designers and brands looking to shrink their footprint and expand their creative palettes. At the end of its life, MIRUM® can be recycled into new MIRUM® or ground up and returned to the earth: At last, a climate-friendly, plastic-free option.
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