TENCEL™ is celebrating 30 years of sustainable fiber innovation

YarnsandFibers News Bureau 2022-01-27 12:08:04 – Austria

TENCEL™, Lenzing's flagship textile brand, celebrates three decades of sustainable fiber innovation this year. TENCEL™ has been empowering industries across the textile value chain to embrace more eco-friendly practices since 1992.

Robert van de Kerkhof, Member of the Managing Board at Lenzing, said that TENCEL™ has always been envisioned as a solution provider for the textile industry since its debut 30 years ago. In 2018, the brand transitioned from a behind-the-scenes contributor to a front-facing player, aligning with the industrywide shift toward deeper levels of sustainability and transparency. TENCEL™ has since expanded its products beyond fiber innovations to include cutting-edge digital technology. TENCEL™ has met and exceeded industry expectations as 'the trusted provider' of high-quality sustainable fibers among leading worldwide fashion and home textile brands. They’re ecstatic to have reached this milestone and look forward to continuing to innovate and strengthen their partnerships over the next 30 years and beyond.

TENCEL™ has repositioned itself as a consumer-facing ingredient brand since 2018. This success is mirrored in TENCEL™'s global engagement with over 300 brand partners in diverse consumer-centric campaigns. TENCEL™ eShop, the first-ever e-commerce channel built by a sustainable fiber producer, will launch in 2021, demonstrating TENCEL™'s strong ties with its brand partners and dedication to empowering consumers to make educated decisions.

TENCEL™  invested extensively in a unique technology to reduce environmental effects during textile production and built platforms to support stakeholders' sustainability momentum as part of its "digital-first" strategy. The TENCEL™  brand has been a driving force towards full-scale supply chain transparency, from the introduction of fiber identification technology through fabric certification and licensing services supplied via the Lenzing E-Branding Service platform.

The TENCEL™ brand's achievements thus far can be attributed in great part to the supply chain partners' continued trust, faith, and support, without which this milestone would not have been achieved. A cross-sector collaboration involving mills, fabric makers, brands, and non-governmental organizations will continue to be a top focus for TENCEL™ in the future, as it will aid the textile industry's supply chain transparency and digitalization.

Adriano Goldschmied, Genious Group President and Founder, said that with its circularity and low carbon emissions solution, TENCEL™ is the answer to an eco-strategy in fashion. He first encountered the TENCEL™ brand roughly 30 years ago, when he was looking for a way to make denim more feminine and approachable. TENCEL™ wowed me so much that he created a whole collection for it, which changed the textile and denim industries. TENCEL™ branded fibers are vital in an era where comfort and sustainability are must-haves.

The TENCEL™ brand is also committed to reaching net-zero emissions by 2050, in addition to pushing supply chain transparency. TENCEL™ branded fibers with REFIBRA™ technology were introduced as the industry's first carbon-zero fibers in 2020, and the carbon-zero offering was swiftly expanded to fibers with REFIBRA™technology in 2021.

Lenzing has been upgrading its production capacities with an ambitious growth strategy, anticipating increased demand for specialized fibers from consumer brands. The opening of the world's largest lyocell production facility in Thailand in early-2022 will fuel this expansion.

Florian Heubrandner, Vice President Global Textiles Business at Lenzing, said that they will continue to focus on delivering carbon-zero technologies that make a difference in the textile and fashion industries in 2022. In order to realize their 2050 vision, more sustainability-driven solutions will be released in the coming decade. They've enjoyed working with their partners and colleagues for the past 30 years, and they're looking forward to even more success in the next 30!

Harold Weghorst, Global Vice President of Marketing & Branding at Lenzing, said that as part of the 'Feel Good Fibers Since 1992' campaign, the TENCEL™ brand will launch a series of brand, employee, and consumer activations around the world to further push for change. Without the assistance and goodwill of our partners, we would not be able to carry out these efforts, for which we are grateful." With ongoing initiatives like the #MakeItFeelRight Digital Campaign and the TENCEL™ X Partner Campaign, we will continue to support brand partners and consumers on their journey to sustainability.

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