Launched in October 2021 by the National Leather Council and the industry’s professional federations, the RIUC campaign aims to promote the leather material and fight against preconceived ideas.
Conseil National du Cuir worked with the creative studio Matter of Fact to imagine the RIUC concept and present it as a new material that takes all the properties of leather and adopts the communication codes of new innovative and technological materials currently on the market. market. The characteristics of RIUC include durability, innovation and adaptability.
Sustainability and eco-responsibility
If innovation is on the agenda in the world of fashion and leather goods, some of the emerging new materials are derived from petrochemistry. However, leather exhibits longevity, tensile strength and durable use properties.
Indeed, leather is both an ancestral and innovative material. The leather industry is constantly adapting and evolving to meet new societal expectations or new consumer trends, such as the vintage or second-hand goods craze. From responsible production to transparency towards consumers, Filière Française du Cuir has made CSR its priority and positions itself as a leader in the circular economy. This campaign about a supposedly new RIUC© material remains fictional, but its features in the industry are no less real.
