With the Organics line, outerwear specialist Alpha Industries is not only expanding its sportswear range, but also launching its 'Mission Sustainability'.

Organics will be launched in European stores in fall-winter 2021, with other core markets, in particular the USA, the brand's country of origin, following in the summer 2022 season.

The line includes a handful of basics with hoodie, sweatshirt, track pants, shorts, T-shirts and a cap with subtle logos and in toned colors from off-white to mud. Manufactured in Turkey, all parts are made from GOTS certified organic cotton, chest embroideries are made from 100% recycled thread.

Because Alpha wanted to make the entire package as sustainable as possible, the packaging was also changed to biodegradable and plastic-free and is made of corn starch; the hang-tags are made in recycled paper. Retail prices range from €35 for T-shirts to €90 for hoodies.

Men's look by Alpha Industries Organics
Photo: Alpha Industries
Men's look by Alpha Industries Organics
"Organics is still divided into Men and Women, but from next year there will be a unisex approach," explains Erna Fejzic Munjakovic, creative director at Alpha Industries' European HQ in Neu-Isenburg, not far from Frankfurt.
"A lot of female consumers buy the men's pieces from us for themselves anyway, because they think the raw look is cooler," adds Alpha Industries’ marketing manager Ben Birkl.

Organics is just the beginning. In the summer 2022 collection, Alpha also ventures into a sustainable version of its classic, the MA-1 Bomber. In the Vintage Fit variant, the icon is offered in recycled polyester (shell and lining) and retails for €150.
Label inside Alpha Industries' sustainable version of its MA-1 Bomber
Photo: Sabine Kühnl
Label inside Alpha Industries' sustainable version of its MA-1 Bomber
"We sourced for two years to find the right material, because especially with the MA-1 we obviously don't want to cut any corners, and it wasn't easy to find the perfect recycled material. We're now seeing how customers react to it, but so far the feedback has been very good," Birkl explains.

Organics and MA-1 Bomber are meant to be the start into a greener future: piece by piece, Alpha Industries wants to change its material use to completely sustainable on a global level, whether it's textiles or packaging. This cannot be achieved overnight. Ben Birkl: "This is a long-term goal, but we are working towards it and have now taken the first clear step in this direction."



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