LHCA launches first ‘Real Leather, Stay Different’ video
The Leather and Hide Council of America (LHCA) has published the first in a series of videos in support of ‘Real Leather, Stay Different’, the campaign it started in September 2019 to encourage consumers to choose and celebrate leather.
There are versions in English and Chinese of the video, which was shot in Shanghai. Because this campaign focuses on younger consumers, LHCA will air the video exclusively on social media platforms.
It showcases leather as the material of choice for artisans and craftsmen, and positions leather products as the sign of the individual who values enduring style over fast fashion. One of the artisans to feature is a Shanghai-based maker of bespoke footwear.
At the time of its release, LHCA president, Stephen Sothmann, commented: “With leather, we create beautiful and durable items from by-products that would otherwise be destined for landfills, items that will last for many, many years. This campaign reminds us of the qualities that make leather desirable and its contribution to a more sustainable society.”
