Genuin becomes the first Romanian linen fabric business to recycle its own used materials

Genuin, the 100% European linen home&deco workshop, announces the purchase of production, embroidery and recycling equipment, which will allow the creation of products in a more efficient way, with a focus on sustainability and care for the environment.

Furthermore, the brand will launch a new range of products for the Romanian market – decorative cushions filled with recycled textiles and wrapped in linen to promote the circular economy and slow consumption.

Started in 2021 as a family business out of a desire for skin-friendly and environmentally friendly materials, Genuin is the brand of linen bedding, curtains and other home&deco products that managed to attract more than €170,000 in funding this year through the EEA AND NORWAY GRANTS FROM INNOVATION NORWAY grant programme. Through this project, the founders of the Romanian business are committed to creating products in a more efficient way, but also to reusing used materials to make new products.

“The equipment we purchase through these funds allows us to bring more types of products into customers’ homes, which we can produce faster, with a lot of emphasis on quality and durability. Flax deserves to be in the homes of all Romanians, because with it comes an authentic and natural lifestyle. We want to treat the homes and the skin of those who choose bedding, curtains or decor items without microplastics and with a lot of attention to the origin of flax, which is soft and hypoallergenic,” says Cristina Mihai, co-founder of Genuin.

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Flax is among the best textiles in terms of sustainability. It’s durable and easy to care for, which is why it encourages slower consumption. It’s warming and good for all seasons, as it provides warmth in winter and lets the skin breathe in summer, is naturally hypoallergenic and gets even better with age. Moreover, flax is a plant that comes from a renewable source, needs very little care, almost zero litres of water in irrigation, uses no growing chemicals, pesticides, fungicides or other harmful substances. Genuin uses only European flax, certified throughout the production chain, which has not harmed the environment even in processing and has been dyed non-toxic.

“Among the main reasons we created this business was our need to get back closer to nature, to consume more slowly, to have things that last, that don’t spoil easily and to look a little at what is good in a forgotten tradition. Our desire is to generate as little energy as possible and to recycle, so we’re taking big steps in this direction and producing to order. In addition to purchasing this equipment, we also plan to install photovoltaic panels and invest in electric machines for delivery and assembly,” adds Oana Opriș, co-founder of Genuin.

Sustainability at Genuin:

● To avoid plastic consumption, Genuin products do not include buttons.

● Along with recycling equipment, Genuin will use its own textile scraps in a circular consumption.

● Products are only made to order, according to customer needs, avoiding unnecessary stockpiling, which creates textile waste problems.

● Everything is delivered in paper, using cotton tape and paper tape for the transport boxes. Even the messages are printed on recycled paper.

● The linen is of European origin only.