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Stella McCartney To Launch First Frayme Handbag Using Mycelium – Trademark


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After four years of development and around eight iterations,
Stella McCartney is about to launch an initial small run of 100
Frayme handbags using a mycelium-based leather alternative,

Mycelium, the mushroom-based fabric, is being touted as the
front-runner in the contest to find a less environmentally damaging
alternative to leather. Unlike other next-generation alternatives,
mycelium has a manufacturing process that is relatively easy to
scale and requires little energy. This has piqued the interest of a
number of brands who are joining forces with material science
start-ups and manufactures to make mycelium products a reality.

In the case of Stella McCartney, the brand has joined forces
with material solutions company, Bolt Threads, Inc., and has been
working closely with them over the past few years to make their
mycelium leather market-ready and to address initial issues around
brittleness, inconsistency and stickiness. The team recognises that
for consumers to get on board with the new fabric, it needs to be
as close to real leather as possible.

Though it looks as though initially mycelium will stay a luxury
material used at the premium end of the market, if more brands get
on board the hope is that the production of this next-generation
alternative can be scaled-up and made more affordable.

It is great to see fashion brands like Stella McCartney
recognising the importance of finding alternatives to leather and
working closely with material science start-ups to make these
alternatives work for the fashion industry.

With my trade mark attorney hat on, it is also encouraging to
see that these tech start-ups are recognising the value of their IP
and are taking steps to ensure this is well-protected. As well as
Stella McCartney, Bolt Threads’ MYLO mycelium-based leather has
already been used in initial runs of products for lululemon, adidas
and GANNI and is clearly gaining a following, and so it is good to
see that they have registered this trade mark in key territories
around the world, including in the UK, EU, US, CA and parts of

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