Rowan Purelife : News : 10 Associates

10 helps knitters go green

10 have been appointed to create a new brand of eco-friendly yarn for Holmfirth-based Rowan Yarn. The range of yarn made of pure cotton allows knitters to create great garments while doing their bit for the environment.

10 created the name, ‘Purelife’, and the strapline, ‘Think clean, knit green’ to portray the environmentally friendly way the yarn is made. The name came from keeping nature pure and life good for the farmers who make their living from the earth. Out of all the research and creative brainstorming, 10 developed Eco Eric, who will be the face of the brand, a simple, yet effective ball of yarn that will appeal to knitters of all ages. The new ‘Pure Life’ range is made from 100% organic cotton naturally dyed, using natural dyes such as Brazilwood and Madder.

Rowan Yarn specializes in supplying designer and luxurious premium knitting and crochet yarn and patterns for beginner to advanced knitters. The company has a huge international profile and knitting fans around the world who call themselves the Rowanettes.

Amanda McMillan, marketing manager at Rowan Yarn said:

‘The brand that 10 has produced speaks directly to our target audience, who love creating, but want to be able to do so with a clear conscience. We were bowled over by 10’s creativity and are delighted with the response the brand has got since it went global.’

PureLife is available in stores across the UK including John Lewis.

The PureLife project is one of several ‘green’ campaigns that 10 is currently working on.

There has been a recent revival of knitting since the launch of the book ‘Stitch & Bitch’ and with celebrities like Geri Halliwell, Madonna and Sarah Jessica Parker taking up the needles. It’s sparked a whole new generation of knitters who are environmentally aware. The creative campaign for ‘Purelife’ fits well with the new green image of the craft. It’s fun and vibrant, yet gets across the serious message.
Jill Peel
Creative Director, 10