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16 Oct 2019

Noel Asmar Group launches new textile recycling initiative for hotels and spas
BY Jane Kitchen

Asmar, second from left, announced the new textile recycling initiative during a panel at the Global Wellness Summit in Singapore today

Asmar, second from left, announced the new textile recycling initiative during a panel at the Global Wellness Summit in Singapore today

Uniform manufacturer Noel Asmar Group has launched a new sustainability initiative, Hospitality Lifecycle, a textile recycling programme for hotels and spas.

Hospitality Lifecycle is an initiative to provide hotels and spas access to practical, cost-effective solutions to safely and securely dispose of used uniforms, robes, towels, and sheets through global recycling experts. It will begin like Noel Asmar Group’s North American partner, Debrand.

The programme is tailored for both small and large properties, regardless of whom they purchase their textiles from, and end-to-end services are provided by Debrand on a cost-per-pound basis.

The move is motivated by the textile industry’s negative carbon footprint, and the vast amount of textiles that are sent to the landfill or incinerator around the world each day.

“Gone are the days when you can dump product in landfills without environmental and financial costs.” said Noel Asmar, CEO of Noel Asmar Group.

Through the new programme, spas and hospitality companies can box and ship their products directly to Debrand, with no minimums or maximums. Debrand then weighs, processes and sorts the textiles, and also provides a monthly or quarterly report to the company.

Asmar said recycling old textiles from the hospitality and spa industry isn’t a simple task, due to the quantity of textiles used and the fact that many use mixed fibres in order to withstand repeat wear and washings. Items such as bare zippers, buttons and accessories also need to be removed, sorted and managed.

Asmar said she recognised the responsibility to find sustainable and creative ways to manage her company’s own textile waste, including damaged apparel, fabric bolt ends, and notions, and partnered with Debrand for an ‘out-of-the-box’ solution.

Throughout this process, Asmar began to ask properties what they were doing with their expired uniforms, and it soon became clear that most companies don’t have established policies for end-of-life textiles.

Asmar was committed to finding a one-stop service provider for hotels and spas to manage their textile waste, and partnered with Debrand to bring Hospitality Lifecycle to life within the US and Canada. She hopes to find similar partners in different regions around the world.

“With an intimate knowledge of textile recycling capabilities and innovation, Debrand understands the challenges and barriers facing the apparel and textile industries,” said Asmar. “They are committed to extend the useful life of recycled goods and look for creative ways to use the recycled product.”

Many products are upcycled to create dog beds, filler for furniture cushions and insulation for walls.

"With the textile industry being one of the largest contributors to global pollution, industry stakeholders such as the hospitality sector have an incredible opportunity to collaborate and spark significant change,” said Amelia Eleiter, VP business services for Debrand. “Debrand is proud to partner with the Noel Asmar Group on the launch of Hospitality LifecycleTM, a program built to provide the industry with a simple, sustainable and necessary solution to textile waste.”

Noel Asmar Uniforms also recently won the ISPA Innovate Award for its collection of sustainable uniforms made from recycled plastic bottles.

For more information, please contact [email protected]




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