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The I LOVE LINEN Campaign has landed on British soil for its third, and final, destination.
Previously launching in France in 2016 with J'AIME LE LIN before moving onto Italy for AMO IL LINO in 2017, the final part of this ethical movement has sought involvement from various environmentally-minded physical and online stores within the UK.
We are delighted to be a part of a Campaign that not only wholly embodies the ethos of our company, but one that is also encouraging a nationwide celebration of Europe's most sustainable, innovative and local fabric.
The aim of this campaign is to introduce the world to the many ways that flax can easily be incorporated into your home and wardrobe at no aesthetic cost, and the small but invaluable day-to-day benefits that come with it.
To celebrate the campaign, information and seeds to plant your own flax will be included in all orders placed before the 13th May 2018.
We were fortunate enough to be invited to a promotional evening of the Campaign; a private viewing of the new sponsored exhibition at the Victoria & Albert Museum entitled 'Fashioned from Nature' which explores the - at times conflicted - relationship between nature and fashion.
Flax - the blue-flowered plant and fibre it produces - is locally-grown and sustainable.
The linen we use at The Linen Works is 100% pure European linen, coming from the 80% of the world's flax that is harvested from fields in France, Belgium and the Netherlands.
It only needs rainfall to grow and all parts of the plant can be used, meaning there is zero waste.
Flax becomes linen once it has been spun into yarn; woven or knitted into fabric; or made into a product.
While linen represents less than 1% of the world's textile fibres, its potential in clothing, homeware leisure goods and beyond is inversely proportional to its size.
To find out more about this wonderful three-year project go to the official I Love Linen UK web page.
Read our blog post on the benefits of Linen here: Falling in Love with Flax