The Myth of the Recycled Flag:
Why 'Green' Polyester is Still Grey

Niek van der Kuijl: The Marketeer Reinventing the Flag Industry with Better Flags

At just 26 years old, Niek van der Kuijl is proving that even the most traditional industries can be radically reimagined. As founder of Better Flags and Hemptex, he is challenging the global flag market with a clear mission: eliminate microplastic pollution and make sustainable visibility accessible at scale.

What started as frustration during his studies in event management evolved into a business with international ambition. Niek noticed a contradiction — sustainability-themed events were often surrounded by polyester flags and banners that would end up as waste shortly after. That disconnect became the foundation for a new category: responsible flags without environmental compromise.

From “Environmental Confetti” to Responsible Visibility

Traditional flags are typically made from polyester, including recycled PET. While often marketed as sustainable, these materials still shed microplastics over time. Wind, rain, and UV exposure break fibers down into microscopic particles that end up in soil, oceans, and eventually the food chain.

Niek refers to this invisible pollution as “environmental confetti.” His solution? Create alternatives that dramatically reduce or eliminate this impact.

In January 2026, he launched two complementary brands:

Hemptex

Positioned as a premium solution, Hemptex produces what is considered the world’s first fully natural hemp-based flag. The material is biodegradable, durable, and printed responsibly — offering brands a truly natural textile alternative.

Better Flags

Designed for scalability, Better Flags uses innovative CiCLO® technology, which enables synthetic fibers to biodegrade more effectively in natural environments. This approach significantly reduces long-term microplastic persistence while maintaining the performance and durability brands expect.

Together, the brands serve both high-end sustainability leaders and large-scale organizations looking for practical, responsible alternatives.

A Marketing Strategy Rooted in Purpose

For Niek, sustainability is not a marketing angle — it is the foundation of the company. Better Flags operates under a simple but powerful promise: visibility without environmental harm.

Instead of relying on exaggerated green claims, the brand focuses on transparency, material innovation, and education. The goal is not to shame the industry, but to raise the standard.

This challenger mindset has positioned Better Flags as a disruptive force in a market long driven primarily by price and volume.

Building Loyalty Through Responsibility

Flags are inherently exposed to the elements, meaning repeat orders are part of the industry. However, Better Flags sees this as more than a commercial opportunity. Once customers switch to a responsible alternative, returning to traditional polyester feels like a step backward.

By aligning environmental values with brand visibility, Better Flags transforms a simple product into a statement of responsibility.

Lean, Innovative, and Future-Focused

Rather than building a traditional agency structure, Niek operates with a lean hybrid model — combining in-house strategy, freelancers, and AI-driven tools. This allows the company to move quickly, experiment, and maintain creative independence.

Looking ahead, the vision extends beyond flags. The company is exploring applications in interior textiles, acoustic materials, festival branding, and localized production partnerships across Europe.

The ambition is clear: make responsible visibility the global standard.

With Better Flags and Hemptex, Niek van der Kuijl is not just selling flags — he is redefining how brands show up in the world.

See full article here: https://www.marketingtribune.nl/food-en-retail/nieuws/2026/02/marketeer-241-niek-van-der-kuijl-founder-marketeer-better-flags/index.xml