Christy’s, a long-standing supplier of Wimbledon towels, has implemented a new initiative that has captured attention – the introduction of upcycled bags crafted from pre-used towels. This endeavour aims to bring a fresh perspective to their existing product range and contribute to sustainable practices within the fashion industry.
For over three decades, tennis players at Wimbledon have utilized towels from Christy’s. However, this year, the company has introduced recycled “heirloom” bags created from surplus towel inventory. These bags are designed to be durable, stylish, and practical, featuring padded straps, a zipper, and available in the iconic Wimbledon green and purple colours, as well as a seasonal fuscia shade for 2023.
The 2023 Wimbledon towels, from which the bags are fashioned, signify a departure from tradition, showcasing the hues of hyacinth and lavender. This year’s towels will be priced at €39, with the upcycled bags available for purchase at €65, providing an opportunity for tennis enthusiasts and fans to possess a distinctive item from the renowned tournament.
Looking ahead, Christy’s is contemplating extending this initiative by utilizing the leftover towels from this year for the 2025 Championships, showcasing a dedication to sustainability as an integral aspect of its business model.
This foray into bag production is a natural extension of Christy’s product line, which already encompasses bedding, robes, throws, and cushions. The shift towards upcycled bags aligns with the contemporary emphasis on eco-friendly and sustainable fashion choices, indicative of the company’s willingness to adapt to evolving consumer preferences.
Significantly, Christy’s boasts a distinguished clientele, including members of the British Royal family, further enhancing the allure and exclusivity of their products.
Revitalization under new leadership
Established in 1850 by Henry Christy, the company has a storied history rooted in a passion for Turkish fabrics and the prized invention of the “Terry towel”. Following its initial acclaim at the 1851 Great Exhibition in Hyde Park, Christy’s became renowned for its high-quality towels, earning accolades from none other than Queen Victoria.
In recent years, the company experienced a period of decline due to various factors, including management decisions and shifting market dynamics. However, recent developments have seen a resurgence, with a return to profitability and positive pre-tax figures over the past three years under the guidance of the company’s new CEO, Vanshika Goenka Misra.
Currently situated in Dubai, Misra has successfully guided Christy’s through challenging times, steering the brand towards rejuvenation and profitability. By broadening the brand’s appeal to attract younger customers, she has strategically expanded its audience and reignited interest in the company’s offerings.
In conclusion, Christy’s transition to repurposing towels into bags and its resurgence under new leadership indicate a forward-thinking approach and a commitment to sustainability. With a rich heritage and a renewed focus on contemporary trends, the company is poised to perpetuate its tradition of excellence while embracing innovative practices to meet the demands of a rapidly evolving market.