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GHCL continues to build out its portfolio of ecological and responsibly sourced products.
This season, the manufacturer is launching the True Trace bedding collection with a tracking system that allows customers and consumers to trace the complete chain-of-custody of its fibers from start to finish. The system has been independently verified by Bureau Veritas and guarantees the authenticity of Nile Harvest, Egyptian and Supima cottons. Going forward, the system will expand to include more fiber types.
The new Earthology collection adds to its range with a pair of introductions.
Earthology Pure Print bedding integrates innovation and sustainability using a new form of cold cure paste to deliver high-quality plant-based prints without compromising on the color palette, technique or performance, the company said.
Earthology Herbal Infusion is the counterpart range of bedding, infused with chemicals and silicon natural oils that retain the softness and hand-feel without any ecological impact.
“Our four-pillar strategy of sustainability, traceability, innovation and excellence are an extension of our vision to grow our business responsibly, with governance, sustainability and core values as our foundation,” said R S Jalan, managing director of GHCL.
Additional market week introductions include:
- Naia Renew, a unique range of bedding made of cellulosic fiber derived from sustainably sourced wood pulp and reclaimed waste carpets diverted from landfills. The collection has been created in collaboration with Eastman.
- Jeanius, a line of denim twill bedding using specially develped printing, dyeing and finishing techniques.
- Maximix, a new blended collection that promises maximum value by using innovative fibers blended with cotton to create a balance of quality, construction, performance, and hand-feel at a very competitive price.
