16 November 2021

Leather - A new material for the future?

What if the new sustainable and natural material already exists? What if it was backed up by 8,000 years of research and development? With humor, the French leather industry demystifies received ideas through a digital campaign that reconciles pedagogy and inventiveness, writes Herve Dewintre on FashionUnited France  






“RIUC Industrie presents exclusively a new sustainable and natural material: RIUC ©”. After a few seconds of astonishment, the anagram jumps out. Ironically, and under the pretext of presenting a discovery, the French leather industry is quite simply putting the dots on the i’s,and fighting against preconceived ideas. How? ‘Or’ What? Through a digital campaign, designed by the Matter of Fact design studio, which had the good idea to associate leather with the communication codes usually associated with innovative and technological products.



Responsible by essence….to read the resto of this article click on FashionUnited – Leather Material of the Future?  Use electronic translator if you do not read French 

關於亞太區皮革展 ​



我們主辦多個專注時尚及生活潮流的商貿展覽會, 為這不斷變化的行業,提供最全面的買家及參展商服務,方便他們了解急速轉變的行業環境,並預測來季趨勢。