Alliance for European Flax-Linen & Hemp strengthens its position

The Alliance for European Flax-Linen & Hemp, the only agro-industrial organisation for European Flax and/or Masters of Linen certified European Flax-Linen and Hemp, is strengthening its position in Italy. The Alliance is a champion of social and environmental causes and plans to:

• Develop a B2B and B2C promotional strategy for European Flax-Linen in Italy in order to increase its visibility with the textile industry, brands and end consumers.
• Become a reference point on European Flax-Linen when it comes to the economy, innovation, CSR, and regional promotion.

The Alliance has appointed Giusy Bettoni as its new representative in Italy. Bettoni is an expert on textile value chains with in-depth knowledge of raw materials and also specializes in CSR. In 2007, she founded C.L.A.S.S (Creativity Lifestyle and Sustainable Synergy), an international eco-hub based in Milan that is promoting a new generation of fashion where a blend of design, innovation, communication, and responsibility are promoting more informed and competitive businesses capable of playing both an economic and social role.

Bettoni will work with designers and brands to support them in their sustainable development strategy. Initially, the Alliance's mission will be to meet all Italian players in the Flax-Linen industry to obtain all the necessary resources for creating an action plan for the Italian market with the Alliance for European Flax-Linen & Hemp and its members.

Ornella Bignami - Elementi Moda, the Alliance's loyal partner in Italy, is now the training contact person for various textile, fashion, design, and lifestyle learning centres in Italy. The Alliance has always spearheaded efforts to transfer knowledge about European Flax-Linen and textile Hemp to young people in order to create a virtuous dynamic in the industry. There is strong demand among fashion, architecture and design schools for teaching new generations about the advantages of Flax-Linen, a plant fibre of the future.

The Alliance for European Flax-Linen & Hemp is confident that its efforts will make European Flax-Linen the premium sustainable fiber of choice around the world. The Alliance's focus on sustainability, innovation, and quality is sure to resonate with consumers who are increasingly looking for eco-friendly products.

The Alliance's work in Italy is an important step in its global expansion plans. The Italian market is a major player in the textile industry, and the Alliance is confident that it can make a significant impact there. With Bettoni at the helm, the Alliance is well-positioned to achieve its goals.