by Cheryl-Anne Sturken | March 15, 2018
Westin Hotels & Resorts is pushing the brand's core wellness concept into local communities with the launch of Project Rise: ThreadForward, an unprecedented sustainability program that collects, processes and reweaves hotel bed linens into children's pajamas.
Beginning this April 16, the pajamas will be distributed to children in need worldwide, as part of the brand's new effort to give the gift of better sleep beyond its luxury hotels, in cities around the world such as New York; Toronto; Mexico City; and Cape Town, South Africa. In addition, Westin will encourage guests to support Project Rise by purchasing the pajamas at its online store [] to benefit the program.
"As people integrate wellness into their lifestyle more holistically on the road and at home, giving back has increasingly become important to their overall sense of well-being," said Brian Povinelli, senior vice president and global brand leader for Westin Hotels & Resorts, in a statement announcing the new program. "Wellness is in the Westin brand's DNA, and Project Rise: ThreadForward is evidence that we can empower the well-being of our guests and associates as well as make a difference in the communities around us -- hopefully inspiring change in the industry as a whole."
In 2017, Westin introduced a global campaign called Let's Rise, which took on the distractions and unpredictability of travel and aimed to empower people to regain control of their well-being when they needed it most, while traveling. As part of that campaign, the company looked to their associates for an idea to empower the communities in which they live and work. More than 325 associates from around the world submitted ideas. From those employee-generated ideas, Project Rise was born.
Westin worked with San Francisco-based Venables Bell & Partners to conceive and design the pajamas in children's sizes 2-8. In addition, the brand tapped Clean the World, best known for its soap-recycling programs, and Divergent Energy, which sources innovative technologies and solutions, to develop the hospitality industry's first system to collect, process and reweave the discarded linens into the pajamas' fabric. In just five months, 50 Westin hotels around the world submitted approximately 30,000 pounds of bed linens and terrycloth to be sorted and broken down.
"Upcycling sheets into children's pajamas has never been done before," said Shawn Seipler, founder and CEO of Clean the World, in a statement. "As our partnership with Westin has grown over the past eight years through the bath-and-soap amenity program, we were excited when Westin came to us to help bring this vision to life. Westin's Project Rise: ThreadForward program is a phenomenal effort to continue to improve children's health and create a more sustainable future."
Westin will donate the first 1,500 pajamas next month in markets around the world to children in need, who are most prone to suffer sleep anxieties.