“Profile of Anvil Knitwear: An Environmentally Responsible Apparel Supplier”

Anvil Knitwear is a USA-based apparel supplier with a long-standing commitment to sustainability. Indeed, the principle of sustainability is incorporated into every aspect of the company's business from product design to manufacturing and distribution. Since the company was established in 1976 as a maker of T-shirts, it has expanded its product range and now specialises in the design, manufacture, marketing and distribution of activewear and accessories for the imprinted or decorated segment of the apparel industry. Its products also include headwear, tote bags, towels and bath robes. Throughout this expansion, the company has supported environmental initiatives by promoting the conversion of acreage from conventional cotton to organic cotton and the recycling of plastic beverage bottles. It also supports good causes, having donated money to breast cancer research and helped to fund the building of homes in rural Nicaragua.

In 2007 Anvil launched a range of activewear made from eco-friendly fabrics, including organic cotton and recycled polyester. Since then it has been filling a gap in an increasingly eco-conscious marketplace. In 2009 it teamed up with the fashion designer Vivienne Westwood to design a limited edition T-shirt to promote REDD+ (Reducing Emissions from Deforestation and Degradation) a UN conservation effort aimed at stopping the greenhouse gas emissions associated with deforestation. Also in 2009 the company launched TrackMyT.com, a web site which enables users to track the origins of their T-shirts and the processes used for their manufacture.

Financially, times have not always been easy for Anvil. At the end of 2006, faced with competition from firms which had moved their manufacturing operations to low cost countries, the company was forced to apply for protection from its creditors under Chapter 11 of the US bankruptcy code. But by the beginning of the following year, it had succeeded in restructuring its debt-laden balance sheet and eliminating approximately US$200 mn in debt. Going forward, with a more secure financial position, the company will continue to focus its efforts on minimising the impact of its operations on the environment and thereby maintain its status as one of the apparel industry's most environmentally friendly and socially responsible companies.

Key Topics Covered:

• SUMMARY
• INTRODUCTION
• COMPANY DEVELOPMENT
• PRODUCTS
• Sustainable apparel range
• AnvilOrganic
• AnvilRecycled
• AnvilSustainable
• PRODUCT MANUFACTURE
• Sustainability initiatives
• Participation in organisations supporting sustainability
• COLLABORATIVE VENTURES
• DISTRIBUTION
• CONCLUSIONS
• List of figures
• Figure 1: AnvilOrganic Charity Pink T-shirt
• Figure 2: AnvilOrganic toddler size T-shirt
• Figure 3: AnvilSustainable men's and women's T-shirts
• Figure 4: TrackMyT.com web site

For more information visit http://www.researchandmarkets.com/research/707275/profile_of_anvil_k