Louis Vuitton unveils its “Eco-Felt” line and its new logo
Louis Vuitton has just unveiled the most unexpected and ecological line of luxury leather goods. The capsule presents Louis Vuitton’s new commitment to circularity in the most luxurious way.
The new “Felt Line” was teased in LV’s men’s collection film in January. It consists of three classic bags, the Keepall, the Keepall XS and the Soft Trunk, reworked in a new shimmering eco-felt material with a brand new LV logo.
So what is eco-feeling? The innovative textile – the main material of the collection – was designed with 43 percent certified organic cotton and 20 percent recycled wool. The monogrammed jacquard material uses lurex thread tufting, giving it a shimmering pattern now you can’t see, against a sturdy gray background to mimic the real feel of felt. Due to the manufacturing process, which involves countless fibers and sporadic tufts, each eco-friendly felt bag has a unique look.
Meanwhile, the chains and wedges have been made from 70% recycled plastic with a multi-color effect that reflects the chromatic aspects of the jacquard. For the straps and handles, an LWG (Leather Working group) certified leather has been selected, meeting the most demanding environmental standards in terms of tanning. For the lining, LV uses 100% recycled polyester from the brand’s animal corpses.
The unique result of these eco-conscious efforts is underlined by this new LV logo created by Virgil Abloh. The new branding closely resembles the well-known recycling symbol originally attributed to Gary Anderson and is printed on a leather patch – also taken from existing inventory.
“Today, we are strengthening our commitments by extending our sustainable development approach to all raw materials with the objective of achieving 100% responsibly sourced raw materials by 2025”, Christelle Capdupuy told WWD, global head of sustainable development at Louis Vuitton. “We are also targeting the use of existing stocks of raw materials, in order to preserve natural resources.
Capdupuy revealed that the house aims to recycle or reuse 100 percent of the materials used for its fashion shows; LV already hit a 93 percent mark last year.
The complete line in eco-friendly felt is expected to arrive in Louis Vuitton stores on July 16. In addition, a coat in the same material will also be available in limited quantities.