The 100% European linen home and decor workshop Genuin has announced the acquisition of equipment for production, embroidery, and recycling. This will make it possible to produce goods with a focus on sustainability and environmental responsibility in a more effective manner.

In addition, the brand will introduce decorative cushions stuffed with recycled textiles and encased in linen to promote the circular economy and slow consumption for the Romanian market.

Genuin is a brand of linen bedding, curtains, and other home & deco products that managed to attract more than €170,000 in funding this year through the EEA AND NORWAY GRANTS FROM INNOVATION NORWAY grant program. It was started in 2021 as a family business out of a desire for skin-friendly and environmentally friendly materials. The Romanian company's founders have made it their mission to use discarded materials to create new products as well as create more efficient products through this project.

When it comes to sustainability, flax is one of the best textiles. Because it is long-lasting and simple to maintain, it encourages slower consumption. It's warming and really great for all seasons, as it gives warmth in winter and allows the skin to take in summer, is normally hypoallergenic and gets surprisingly better with age. Also, flax is a plant that comes from a renewable source, doesn't need much care, uses almost no water for irrigation, and doesn't use any harmful growing chemicals, pesticides, fungicides, or anything else. Genuin only uses European flax that has been dyed non-toxic and has not harmed the environment during processing, as well as been certified throughout the production chain.