A collaboration between Lenzing Group and Advance Denim, China's renowned denim mill, introduces an eco-friendly denim collection featuring matte TENCEL™ Lyocell fibers. With a partnership spanning over 15 years, this venture represents a significant stride towards offering environmentally conscious denim solutions that seamlessly blend style and comfort to consumers.

The 'Denim Collection' utilizing matte TENCEL™ fibers not only offers exceptional softness but also retains a traditional cotton jeans appearance after washing, enhancing the intended retro style.

"Sustainability and innovation have always been core beliefs at Advance Denim. Collaborating closely with our suppliers to apply the latest sustainable fiber technology allows us to create denim products that align with environmental protection practices while maintaining style and comfort. Our longstanding partner Lenzing shares these values, and denim products featuring TENCEL™ branded fibers have been well-received by consumers," stated Amy Wang, General Manager of Advance Denim.

Dennis Hui, Global Business Development Manager, Denim at Lenzing, emphasized the company's commitment to fiber innovation, empowering brand partners to meet the needs of conscious consumers. The collaboration with Advance Denim aims to set new standards for eco-conscious denim, contributing to positive change in the fashion industry.

"The entire denim industry is increasingly focusing on sustainable practices, and consumers seek products with lower environmental impact. Brands prioritizing sustainability in denim production can capture the attention of environmentally-conscious consumers," added Amy. With key target markets in China, the United States, and Europe, Advance Denim eyes potential growth in Asia, Japan, and South Korea, driven by the fashion industry's rapid expansion and rising sustainability awareness.