Cotton Incorporated announced today that fashion label Lilly Pulitzer has been granted license to use the Natural™ and NATURAL BLEND® trademarks in conjunction with the launch of the brand’s Lilly Loves Green campaign.
“Cotton was a natural choice for the brand. It was the first fabric Lilly herself used nearly 50 years ago, and it’s been a staple fabrication for us as the brand evolved.” says Lilly Pulitzer Fashion Director, Janie Schoenborn. “We were also impressed by the efforts of the U.S. cotton industry to reduce environmental impact, it was only natural that we would want to call attention to cotton in our “Lilly Loves Green” campaign,” adds Schoenborn.
Green is not just a color choice for Lilly Pulitzer, whose botanical-inspired prints connote sustainability. The hangtags and in-garment labels for its 2010 cotton and cotton-rich designs are made of 100% recycled material. The garments themselves are made from cotton, which lends breathability and comfort to the iconic and colorful prints. In reference to the prints, the use of low-impact dyes minimizes the environmental impact without sacrificing the characteristic style and verve associated with Lilly Pulitzer.
“We are delighted to be a part of the “Lilly Loves Green” campaign and that so many pieces from the collection will bear the Natural or NATURAL BLEND trademarks,” says David Earley, Senior Director, Supply Chain Marketing, Cotton Incorporated. “For half a century, the Lilly brand has remained current by staying true to its heritage of comfortable, chic and casual designs.”
The trademarks, both variations on the familiar Seal of Cotton mark, signify varying levels of cotton content: garments made of 100% upland or Pima cotton receive the Natural mark, while the NATURAL BLEND mark indicates a garment contains 60% or more upland or Pima cotton.
“The inclusion of these trademarks in the “Lilly Loves Green” campaign underscores cotton’s role in the brand’s heritage, as well as the environmental gains the cotton industry has made in recent years,” Earley adds. The hangtags on Lilly Pulitzer’s Spring 2010 Collection appropriately read: “If it’s cotton you’ll know it’s green (even if it’s pink).”
About the Originals Collection
To mark the launch of the Lilly Loves Green campaign, Lilly Pulitzer’s dedicated “Originals” capsule helps to celebrate the heritage of the Lilly brand. Lilly Pulitzer dresses are inherently recyclable, as Lilly shifts are passed down through generations: grandmothers pass their dresses down to their daughters and down to their grand-daughters. Each style in the Originals capsule is made from a vintage cotton slub, which gives them a comfortable and slightly worn-in feel. The collection’s tag-line “buy a piece of history for your future” helps celebrate the brand’s history of recyclability and celebrates over 50 years of sustainability.
About Lilly Pulitzer
Lilly Pulitzer provides apparel and sleepwear for women, apparel for children and men, accessories including eyewear, shoes, handbags, jewelry, belts and gifts, fragrance, stationery and two entertaining books, all inspired by the authentic Palm Beach lifestyle. It all started with a juice stand and a simple shift dress that showcased a colorful print intended to hide fruit juice stains while looking fabulous. The dress became such an instant hit, Lilly stopped selling juice and started selling dresses. Now after 50 years of success, there are over 75 Lilly Pulitzer Shops in addition to a number of company-owned retails stores and major department stores nationwide. More information on products, distribution and the Lilly Story is available at www.lillypulitzer.com
About Cotton Incorporated
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.