Pandemic Performance: How COVID Has Driven Demand for Faux Leather

By Jennifer Bringle

When the COVID-19 pandemic hit, it inspired many to begin looking at their homes differently. Stuck inside during lockdowns and quarantine, people felt compelled to make changes and upgrades, feathering their nests for months spent indoors.

But the home’s look and feel wasn’t the only thing that suddenly became more important. With a viral illness sickening millions around the globe, the ability to clean and disinfect spaces has become critical not only in homes, but in public spaces like hotels, restaurants and airplanes, as well.

Ultrasuede has seen increased demand for both residential and contract applications.

And while some upholstery will stand up to the rigors of disinfecting, many home textiles simply aren’t designed for that level of cleaning. That’s doubly true for most leathers, which would be destroyed by the cleaning agents necessary to kill the coronavirus.

Because of that, the demand for faux or performance leathers has increased significantly since the onset of the pandemic. Producers of these products are seeing an uptick in business not only from residential customers, but in hospitality and contract applications, as well.

“Many markets that we sell into are seeing growing demand for a product like ours,” says A.R. Swan, director of marketing, Ultrafabrics. “Cleanability is a huge driver of that need, as well as consumers looking for leather alternatives. Not only do people want to be safe, they are looking more than ever to materials that are also safe for the world we live in.”

Valdese Weavers’ Endurance product comes in more than 20 durable colors.

Valdese Weavers’ Endurance product comes in more than 20 durable colors.

Valdese Weavers, which launched its Endurance performance leather product a couple of years ago as part of its InsideOut line, has also seen an increase in interest since the onset of the pandemic.

“We’ve seen that in our fabrics overall—the attraction to InsideOut because you can clean them with bleach and disinfectant without it spotting or fading,” says Christy Almond, vice president of product development and marketing, Valdese Weavers. “Both residential and contract clients are interested in that attribute now.”

Another market driving this demand? Transportation.

Made with ultrafine fibers, Ultrasuede is durable enough to stand up to the rigors of pets.

Toray has seen a bump in inquiries from airlines, in particular, which have struggled to return to regular service while maintaining COVID safety protocols.

“Ultrasuede is sold into many industries, and one of them is the aircraft industry, and they’re going crazy trying to keep fabrics clean,” saysHelen Brier, manager, Ultrasuede. “You can basically use anything that doesn’t have bleach on it—you can use alcohol, hydrogen peroxide or soap and water.”

Conversely, water and ground vehicles have been good business for Ultrasuede since the pandemic began, as well.

“With boats and RVs, there’s an increase because some people don’t want to fly,” Brier says. “That sector of our business is doing very well.”

While they already offer 97 solid colors, Ultrasuede adds patterns this season, as well.

But while cleanability is a major concern right now, that doesn’t mean style goes out the door. When using these products as an alternative to leather, customers want the same variety of colors, textures and styles available in natural hides.

For Valdese Weavers’ Endurance, the availability of colors—more than 20—has been a big selling point along with its performance aspects.

“It’s soft and it has a slight look of a grain to it, but it’s not highly textured,” Almond says. “One of the things people have liked about it are the colors we offer—it has a pretty sophisticated palette. They like having something that has that look and easy care.”

Soft grays have been some of the most popular colors for Valdese Weavers’ Endurance.

Comfort is a key to capitalizing on the pandemicinduced demand for faux leather products, as well. That has been a driver of business for Ultrasuede, which incorporates ultrafine fibers to create the suede-like feel of its product.

“Due to its unique non-woven construction, the fabric is breathable and helps regulate body temperature similar to genuine leather,” Brier says.

“And like genuine leather, it’s often used in high-traffic areas.”

While there may come a time that the fear of COVID wanes, the heightened attention to sanitation and safety is likely to linger for years to come. And that shift will continue to drive demand for fabrics that offer style while standing up to the rigors of regular disinfection.

“The way we interact, work and live has been changed dramatically, post-COVID,” Swan says. “Proper disinfecting and regular cleaning is now a must in the world we live.”