PLFTRM’s creative strategist Gregory Moulinet attended the 7th Global Footwear Sustainability Summit, sharing the XinTianYuan’s case study. Now a global leader in textile manufacturing, XinTianYuan is a great story of leadership by a young CEO Sun Wei (Paul), turning against all economical odds, a highly polluting business into a sustainable one, ecologically and financially.When XinTianYuan requested PLTFRM to develop their brand image, the issue was not about, “how to sell more”, but “how to tell their story” to attract the right employee, talent, partner, and investor. PLTFRM suggested to get away from talking about the product they were manufacturing, to focus more on HOW and WHY they were manufacturing it.Using the example of Interface, a modular carpet manufacturer and the late Ray Anderson’s inspiring message as a model, PLTFRM crafted XinTianYuan’s charismatic identity by extracting Paul’s drive and the impact he had on his own company by courageously shifting the conventional textile manufacturing dyeing process to “top-dye”. This shift allowed to save 90% of the waste water and limiting the spewing of toxic chemical into the sewage system. This change in technology did not go smoothly. It took the patience of 3 long years for Paul to see results and reap the rewards of his leadership.By telling this successful story to the leaders of the footwear industry, Greg aimed to demonstrate what it took to become sustainable and how branding and the power of storytelling can amplify a positive dynamic raising ethical principles with a better profit.