Craftsmanship, progress and expertise with leather are the founding pillars of the luxury brand, LOEWE. Recognising that craft, experience and innovation are also at the heart of papermaking excellence, the Spanish-based brand approached James Cropper to fashion a suede-effect paper for its product packaging.
LOEWE was looking to create statement packaging, that paired functionality with tactile softness, to emulate the look and feel of its world-renowned range of leather goods. The result of the collaboration between the two companies, each with 170 years of business success, was Carvetian Suede.
Susan Wilson, Luxury Packaging director, said: “We are always striving to create new and innovative papers to meet the demand for high quality, luxury products. Carvetian Suede offers people in the design and packaging industries something that exudes opulence. The product has great foundations, a base paper designed specifically to meld with the soft-touch surface to create a suede paper of the highest quality. In addition we use a high percentage of recycled fibres so it’s very eco-friendly, making it all the more appealing to our clients by helping them achieve their sustainability objectives.”
Following on from the success of the 2013 packaging launch for LOEWE, Carvetian Suede is now available to international buyers and presents an opportunity not only to create luxurious packaging but creative print and advertising materials with a wonderful tactile feel.
Visitors to the recent prestigious Luxe Pack event in Monaco also had the opportunity to discover Carvetian Suede for themselves. The product was selected for display in the Luxe Pack Arena, a space dedicated for leading product developments, and was also on display on the James Cropper stand.
Carvetian Suede is produced using a minimum of 40 per cent recycled, post consumer fibres, making it an environmentally friendly choice.
Available in a range of four natural colours, the product takes its name from the Carvetii, Iron Age settlers in the North of England, reflecting the roots of James Cropper’s heritage.