An Italian-based fashion company, Brutus, pushes the design boundaries by experimenting with unusual leather dyeing techniques. The company has been working on dyeing vegetable tanned leather using unusual pigments.
Brutus has unveiled a leather jacket made from rubber polymers collected from the crumbling of racing tires. Dubbed the Donut SP leather treatment, this new dye technique is all about sustainability; reusing and recycling racing tires shows the world that synthetic leather can, in fact, take on a new existence. The company spent a great deal of time researching, testing, and developing this innovative dyeing substance. What they discovered during the testing period is that rubber polymers made the leather jacket more durable and resistant to abrasions.
Brutus chose Alex Innocenti, a famous Ducati motorcycle rider, to launch this unique leather jacket as the brand ambassador.
Resourceful Leather Dyeing Techniques
Brutus Uses the Crumbling of Racing Tires to Dye Its Jackets
Trend Themes
1. Sustainable Dyeing Techniques - Brutus’ Donut SP leather treatment highlights an opportunity for apparel companies to explore using sustainable dyeing techniques in their manufacturing process.
2. Repurposing Materials for Fashion Manufacturing - Brutus’ use of rubber polymers from racing tires presents an opportunity for fashion companies to look at how they can repurpose materials and promote circular fashion.
3. Innovative Leather Treatment Methods - Brutus’ experimentation with unique leather dyeing techniques encourages leather manufacturers to look at how they can incorporate innovative treatment methods to produce unique and sustainable leather products.
Industry Implications
1. Apparel - The sustainable dyeing techniques demonstrated by Brutus can be adopted by apparel companies looking to reduce their environmental impact and differentiate themselves in a crowded market.
2. Automotive - Brutus partnering with automotive companies to repurpose rubber polymers from tires can be a disruptive innovation opportunity in the automotive industry by promoting the circular economy.
3. Leather Manufacturing - Brutus’ innovative leather treatment methods can provide an opportunity for leather manufacturers to differentiate themselves in the market through producing unique and sustainable leather products.