Power of the Picture
Textile Firms Take to Instagram for Telling a Story of Touch
Textile firms are doing their best to market their novel technologies, fabrics and eco-stories through a computer screen. With Instagram’s hi-tech, hand-feel simulation, Textile Insight explores the unique actions that companies are taking to keep consumers aligned.
1524 posts • 80k followers
A frequent poster, Woolmark’s Instagram feed balances imagery of soft garments with eco messages and informative nuggets on wool farming and fibers. A photo of a Vivobarefoot sneaker lying on a bed of wool portrays the juxtaposition of the brand’s bare-footwear with the natural performance benefits of Merino wool (combined with Tencel), which is “knitted into an inner sock to create the perfect lightweight hiking shoe for all weather.” The firm prints consumer observations (and some misconceptions) from Facebook and Instagram about wool in #overherd. A cheeky IGTV series with actress Anjelica Houston focuses on wool care with chapters including “The Bordeaux Truth” and “The Fancy Emergency.” Videos on microns, wool certification and Woolmark’s “five tests” provide educational value to followers looking to learn more about the natural fiber.
1049 posts • 93.2k followers
Fashion-forward photography, videos and collaboration updates proliferate. The new Replay x ISKO Denim features Hyperflex Re-Used, which employs reused cotton and recycled polyester. An October close-up of an Isko Selvedge swatch shows “a modern heritage look” created with deep indigo raw denim, garnering 635 likes. Game of Thrones actress Maisie Williams wears a face cover from Isko Vital+ in a photo from the Dior SS21 show at Paris Fashion Week. The Supreme Face Cover is made of organic cotton, can be washed up to 30 times and features Sanitized antimicrobial protection. The firm will release special masks for the holidays and is inviting its Instagram followers to vote on their favorites to be manufactured.
268 posts • 1,377 followers
The Swiss firm offers dual, complementary messaging focusing on durability (longer-lasting garments, washed less) and anti-viral properties on its Instagram page. A ViralOff face mask crafted of double-knit, soft Oeko-tex cotton is meant to feel like a second skin, with an added nose clip provides comfort and support. The mask “doesn’t need to be washed due to ViralOff technology, which makes the material self-cleaning and is proven to reduce tested viruses by over 99% on the material in two hours (as per international standard).” The technology is also used on apparel, including Yoya’s “Armoured Awakenings” collection, which is designed to empower women. Many images of masks, gaiters and gloves are a reminder of the new world we live in.
317 posts • 4,454 followers
The power is in the science with PrimaLoft’s message being that it is “the expert in advanced material science — providing comfort solutions with high-performance, sustainable technologies.” Instagram posts from the firm are nature and science driven, with a focus on hi-tech information and messaging. A video on “PrimaLoft Bio – How Does it Work in Landfills?” educates on how the technology helps polyester break down into natural elements by “enhancing insulation fibers to make them more attractive to naturally occurring microbes.” Collaborations provide for many product pictures, including fall and winter launches such as Roeckl ski gloves and a 3-in-1 Outdoor Coat from Norrona. One partnership with Bleed Clothing on the Guerilla Thermal Parka with PrimaLoft Bio insulation features a garment that is not only biodegradable, but also made from 100 percent post-consumer-recycled content. PrimaLoft is tagged 20,665 times with the hashtag #primaloft by consumers and partners around the world.
400 posts • 504 followers
“Feel your touch” was Nilit’s October theme, which was Breast Cancer Awareness Month. The firm focuses on the “buttery soft touch of Sensil fabrics” with images of women in bathing suits in beach settings and athletic gear doing home workouts, both channeling a feeling of escapism during this hectic time. The messaging for Sensil Breeze is that it is made to move with the body, while keeping the wearer comfortable and feeling fresh for activities like “nesting in place” and assembling the perfect “quarantine uniform.” Sensil EcoCare premium recycled fabrics “create beautiful, long lasting, easy-to-wear and easy-to-care for garments while leaving a smaller environmental footprint.”