Stronger creds in every thread: authenticating Novetex’s communications

Novetex sought to craft their key messaging around their upcycling technology, The Billie System, that was engaging and authentic, paving the way to firm up their commitment to closing the loop on textile waste.

Challenge

Established in 1976, Novetex Textiles Limited puts innovation at the core of their business as a leading textile manufacturing company. Keen to meet the increasing demand for sustainably made products, the Hong Kong-based miller introduced The Billie System – a patented system combining new and existing technologies to create a waterless solution for recycling textile waste, lowering harmful effects to the environment.

While the original idea behind The Billie System was to help manage Novetex’s own textile waste, the company realised there was more to do to address the environmental and social impacts stemming from the production and consumption of textiles and the disposal of textile waste. With around 300 employees in China and other parts of Asia, there was a unique opportunity to scale up its upcycling operations and create a bigger positive impact. The challenge was to look for the right partners to source enough quality textile waste for expansion to be economically and commercially viable.  

Novetex also wanted to make sure that it had a clear understanding of all the sustainability claims around its manufacturing processes. More importantly, the company wanted to communicate this carefully and authentically – engaging all audiences it reached while staying true to the core values driving Novetex since day one. From certifications to technical specs of the process, Novetex envisioned proving both the merits and the challenges of its upcycling journey with transparency, accuracy and credibility.

Solution

Novetex engaged The Purpose Business to review both The Billie System and its overall supply chain and operations as the foundation for building its key messaging and potentially expanding its operations. With expertise in sustainable supply chains, our advisors took stock of Novetex’s initiatives and identified gaps and opportunities.  Starting from a baseline review of all existing documentation, certificates, tests and performance metrics, The Purpose Business presented a series of recommendations on how Novetex could improve the credibility of its facilities and processes.

The Purpose Business also assessed the criteria for The Billie System’s textile input and worked with a third-party marketing communications firm in structuring how the company was to convey this initiative in a manner that is clear, authentic and aspirational.

Impact

The Purpose Business helped craft the key messaging around Novetex’s Billie System – outlining how the business practice is environmentally responsible while encouraging the company to acknowledge its limitations as well. The team also helped to articulate the challenges surrounding the operations and delivered recommendations on the actions to take to promote a circular economy in the textile industry.

To upscale their upcycling operations, Novetex partnered with hospitality industry leaders including The Hongkong and Shanghai Hotels (HSH) to collect old textile items from linens such as bedsheets and blankets to uniforms. The company then engaged The Purpose Business to outline a take-back policy and a set of protocols to ensure that the textile donations consistently meet the criteria and are suitable materials for The Billie System.