The Real Leather. Stay Different. campaign launched on 20th September 2019. The global campaign celebrates the versatility, beauty and sustainability of U.S. leather. The campaign features a new consumer-focused website and social media channels to amplify its central message: to choose and celebrate real leather.
“When our ancestors sought durable, practical and natural material to survive, it’s no surprise they turned to leather,” said Stephen Sothmann, president of the U.S. Hide, Skin and Leather Association (USHSLA), which is coordinating the initiative. “But leather is as modern as it is versatile. Real Leather. Stay Different. elevates this rich history and lays the groundwork for ongoing, global conversations with brands, retailers and consumers about leather’s inimitable attributes.”
The sleek new website shares leather’s story through engaging blogposts, striking images and compelling content. Inspiring posts on Facebook, Twitter and Instagram recount the iconic history of leather in popular culture, while maintaining a pulse on current trends in leather’s use in fashion, furniture, sports, film, music and everyday life.
The website’s “Street Seen” section profiles real people who love and use leather, while celebrity stories highlight leather’s cultural appeal. These stories are complemented by helpful posts featuring tips about caring for and selecting leather. From choosing the perfect weekend bag, to building the right leather strop for shaving, to maintaining your competitive athletic edge, to underscoring the importance of leather for your feet, the campaign aims to reach every type of leather consumer with information relevant to their interests.
“There’s no one-size-fits-all approach to leather consumption, and week after week, Real Leather. Stay Different. will highlight the novel ways designers, companies and individuals incorporate, embrace and celebrate real leather,” Sothmann said. “By promoting individuality and creativity, the campaign will challenge traditional notions of leather use to build a community that shares our passion.”
The campaign also will reinforce leather’s matchless characteristics – its durability, its resilience, its comfort – and, in so doing, will show why choosing a natural product in real leather, as opposed to synthetic plastic alternatives, is a sound decision for long-term environmental sustainability.
In addition, the campaign launched a WeChat account to actively engage Chinese consumers, the world’s largest consumer base.
The campaign has already attracted an enthusiastic following in China, particularly after its soft launch earlier this month at the inaugural Forever Leather Fashion Show, held in conjunction with the All China Leather Exhibition, in Shanghai. The fashion show, which drew more than 200 attendees, including major Chinese media and key representatives from across the leather industry, gave consumers and fashion influencers alike a glimpse at the inventive, trend-setting looks that result from choosing real leather.
The United States Hide, Skin and Leather Association (USHSLA) is a full-service industry trade organisation devoted to the U.S. hides, skins and wet blue leather products industry. Founded in 1979, the association provides its members with government, public relations, and international trade assistance and support. The USHSLA is a cooperator organisation under the U.S. Department of Agriculture’s foreign market development programs, assisting U.S. firms develop new markets for U.S. agricultural exports. USHSLA is at the forefront of the industry’s needs, providing members with service, information, and opportunities to compete in today’s global marketplace.