Noel Asmar Group Launches a Textile Sustainability Initiative

Three steps from Debrand can help solve textile waste management. // Photo via Getty Images.

Noel Asmar Group partnered with Debrand to launch a new sustainability initiative, Hospitality Lifecycle, for textile recycling in hotels and spas. The lifestyle brand brought the industry Pedicure Bowls, Asmar Equestrian, and Noel Asmar Uniforms, which won the 2019 ISPA Innovation of the Year Award for the collection of sustainable uniforms made from recycled plastic bottles. 

When Noel Asmar recognized the need to manage Noel Asmar Group’s own textile waste, she searched for companies with protocols for expired textiles. Finding no policies in place, Asmar partnered with Debrand, a consultant for recycling solutions, to find a sustainable way to handle textile waste. The result was the Hospitality Lifecycle, and the solution comes in three simple steps.

1)    Box and ship products directly to Debrand, no minimums or maximums.
2)    Debrand weighs, processes, and sorts the textiles to allow them to recycle, upcycle, or destroy products safely and securely.
3)    Debrand will provide a monthly or quarterly report on submitted goods from each company.
(End-to-end services are provided by Debrand on a cost-per-pound basis, for easy forecasting and management.)

Photo via Noel Asmar Group

“Providing data empowers brands to measure and report their environmental impact,” says Asmar. “Through the Hospitality Lifecycle initiative, Debrand provides a diversion report for properties to track their progress and celebrate their success with partners, staff, and customers alike.” 

The textile industry contributes greenhouse gas emissions equal to 1.2 billion tons annually. This does not include textiles sent to a landfill or incinerator. However, recycling old textiles is a difficult process. Uniforms and hotel textiles are designed with mixed fibers to handle repeated wear and washings. To be recyclable, the composition of the fabric must be deconstructed. In addition, garments with logos carry additional security and reputational risks when donated. The Hospitality Lifecycle aims to solve these problems with the three steps. “Gone are the days when you can dump product in landfills without environmental and financial costs,” says Asmar. 

For additional information, go to To become a global partner, contact [email protected] 




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