American & Efird (A&E), manufacturer of sewing thread, embroidery thread and technical textiles for worldwide industrial markets, announced the launch of their Technology to Help Reduce Early Apparel Demise (T.H.R.E.A.D.) campaign, a global initiative being launched throughout Europe, Africa, Asia, the Americas.
With the tagline of ‘Help preserve the lives of innocent apparel around the world’, the focus is to bring to light the advantages of using premium sewing thread. “Every minute, thousands of garments the world over suffer an untimely end because of a small, insidious flaw – inferior thread”, joked Mark Hatton, A&E Marketing Director. “At A&E, we are committed to ending this tragic waste by offering manufacturers the finest assortment of long-lived threads for any and every application around the world.”
With 122 years worth of experience under their belt, A&E’s premium thread helps make garments that look better and last longer. For the manufacturer, premium thread results in fewer thread breaks and remakes, meaning more efficient production, as well.
The campaign also highlights A&E’s commitment to environmental and social responsibility, detailed in the companies eco-driven program. “It doesn’t make much sense to extend the life of apparel but ignore the life of our planet”, said Mark Hatton. “That’s why A&E has been a longtime advocate for environmental sustainability in all we do.”