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Indorama Ventures launches DEJA 100% rPET brand

DEJA is available in various forms such as recycled flake, pellet, fibre and filament for use in multiple applications.

15th May 2019

Innovation in Textiles
 |  Bangkok

Sports/​Outdoor, Clothing/​Footwear

Indorama Ventures (IVL), a global chemical producer, has anounced the launch of its new 100% rPET (recycled PET) brand DEJA as part of its continuous commitment to deliver responsible and sustainable growth. DEJA is available in various forms such as recycled flake, pellet, fibre and filament for use in multiple applications.

IVL says it continues to build durable competitive advantages through its diversified portfolio, supported by a responsible approach to sustainable business, people and the environment; creating value for society and for customers.

DEJA 100% rPET products are derived by recycling 140 kilo tonne of plastic bottles yearly and transforming them into innovative product ingredients. According to IVL, the DEJA brand enables forward-thinking companies to make a decision based on performance and innovative future-proofed materials.

“IVL have been at the forefront of the process in developing the technology to convert rPET bottles into highly usable products for over 40 years. IVL’s heritage in pioneering recycling technology for global applications has ensured consistent delivery and innovation in changing and challenging environments,” the company said in a statement today.

The investment in and introduction of 100% rPET brand DEJA is IVL’s response to global concern on environmental impact, particularly in relation to plastic. “Trade customers and end consumers are increasingly demanding transparency in how the businesses that they buy from are managing their environmental responsibilities.100% rPET brand DEJA addresses environmental responsibilities and concerns all along the value chain by offering both education and leadership; providing clear evidence that what is available for purchase and use has been produced sustainably,” the company said.

“DEJA gives converters credibility, retailers accreditation and end consumers the assurance of sustainability with high performance as standard. DEJA gives a clear, ingredient brand guarantee of excellence which matches IVL’s performance led and sustainable ethos, using the synergy of IVL’s global expertise to educate, to innovate and to circulate a sustainability message across its entire brand platform.”

Uday Gill, CEO Fibers at IVL explains the rationale and the aims for the DEJA brand. “IVL’s heritage in pioneering recycling technology across 100% rPET flake, pellet, fibre and filament applications has enabled our performance-led product ingredients to achieve a global reputation as a quality, industry benchmark. It follows that a progressive product needs a progressive brand. We celebrate our products’ performance and proudly acknowledge their sustainability with our new premium brand DEJA, whose sustainable messaging will resonate with both our converters and their customers. We are confident that IVL’s DEJA brand will enable conscientious converters to differentiate and to increase their margin along the supply chain, giving consumers the confidence they need to select sustainable, purposeful products”. 

“IVL continues to focus on providing new performance-led solutions and materials with added functionalities. By offering DEJA as a new global, sustainable, ingredient brand, IVL gives customers a performance led, 100% rPET brand that will help distinguish them from their competitors.  Strong on performance, easy on the environment, DEJA the new 100% rPET brand will enable converters to communicate a clear, sustainable message with a view to increasing their margin along the supply chain,” the statement said.

With unique access to IVL’s global recycling sources DEJA has complete traceability from source to supply, IVL says. Recognising plastic as a valuable resource; DEJA ingredients are made from recycling PET bottles and save millions of bottles from landfills each year.  DEJA transforms plastic bottles into innovative ingredient products to protect the future with a low carbon footprint and a strong geographical imprint. DEJA is remade to be remade again.

Headquartered in Bangkok, Thailand, IVL has operating sites in 31 countries on five continents and a global manufacturing footprint across Africa, Asia, Europe and North America.

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