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“Indestructible Cuir” is the latest campaign of the Conseil National du Cuir. This campaign allows us to witness the cruel destruction of various leather items, before they are repaired. A bold and effective demonstration!
Milling machine, press and saw ! “Indestructible Cuir” reserves a painful fate for the various leather items selected… Launched by the Conseil National du Cuir (CNC), this digital campaign aims to promote the leather material through one of its inherent qualities : reparability.
“Born from the recovery of a waste product, leather is a resistant and durable material”, explains the CNC in a release. “A perfect example of the circular economy, it can be repaired and reinvented endlessly.”
To produce this original campaign, the Conseil National du Cuir partnered with the creative studio Matter of Fact to produce three clips of about two minutes. A boot, a sneaker and a handbag are laminated, sliced and cut into pieces by machines. For the greatest pleasure of the eyes and ears, we attend the repair of these articles by craftsmen shoemakers, on the background of a classical music. In view of the result, we can’t imagine all the damage done previously. Efficient.
Repairing your leather
This campaign aims to invite consumers to give a second life to their leather goods, even (and especially!) when they are in poor condition. The CNC has also set up a website, Reparersoncuir.fr, which allows you to search for a quality craftsman around you. And to find, through an interactive map, the right specialist to repair shoes, bags and luggage, clothes, belts or gloves.
An initiative of the Leather industry, this campaign seeks more broadly to promote repair and the circular economy in its sector. Renowned throughout the world, the French industry generates, according to its website, a turnover of 25 billion euros, including 13 billion in exports. With 12,800 companies and 133,000 employees in the leather industries, it is the 4th largest exporter in the world.
Read also >French leather: APLF Asia unveils its projects in Dubai
Featured photo : © Conseil National du Cuir[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
“Indestructible Cuir” is the latest campaign of the Conseil National du Cuir. This campaign allows us to witness the cruel destruction of various leather items, before they are repaired. A bold and effective demonstration !
Milling machine, press and saw ! “Indestructible Cuir” reserves a painful fate for the various leather items selected… Launched by the Conseil National du Cuir (CNC), this digital campaign aims to promote the leather material through one of its inherent qualities : reparability.
“Born from the recovery of a waste product, leather is a resistant and durable material”, explains the CNC in a release. “A perfect example of the circular economy, it can be repaired and reinvented endlessly.”
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“Indestructible Cuir” is the latest campaign of the Conseil National du Cuir. This campaign allows us to witness the cruel destruction of various leather items, before they are repaired. A bold and effective demonstration !
Milling machine, press and saw ! “Indestructible Cuir” reserves a painful fate for the various leather items selected… Launched by the Conseil National du Cuir (CNC), this digital campaign aims to promote the leather material through one of its inherent qualities : reparability.
“Born from the recovery of a waste product, leather is a resistant and durable material”, explains the CNC in a release. “A perfect example of the circular economy, it can be repaired and reinvented endlessly.”
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