The Lenzing Group, a specialized supplier of regenerated cellulose fibers for the textile and nonwovens industries, has unveiled the latest evolution of its flagship textile brand Tencel during Intertextile Shanghai Apparel Fabrics Trade Fair, the specialized textile trade show that kicked off yesterday, 27 August, in Shanghai.
Its updated brand identity is inspired by the new “Nature. Future. “Us.” claim and aims to embrace innovation while becoming a catalyst of change in the textile industry that helps safeguard the planet's future.
As part of this new strategy, the brand's repositioning aims to involve Tencel delivering eco-conscious and resource-efficient fiber solutions.
“The new theme, 'Nature. Future. Us.' creates a very inspiring and inclusive voice for Tencel,” commented Eva McGeorge, senior director, global marketing and branding, Commercial Textiles, Lenzing AG.
“Since introducing Tencel Lyocell in 1992 and bolstering the overall brand positioning in 2018, Tencel has been striving to bring innovative, sustainable textile fibers to the world. The latest Tencel brand evolution expands on our vision to spearhead resource-efficient and circular business practices attributed to our fibers, from raw material sourcing to end-of-life disposal of consumer products,” she added.
“We will continue to build stronger collaborations and dedicate our efforts to creating a future for fashion that we can all be proud of,” continued the manager.
Tencel offers branded regenerated biodegradable fibers carefully sourced from sustainably managed forests and produced using resource-efficient methods.
To enhance circularity, Lenzing has been experimenting throughout its lifetime using waste materials like orange peel and cotton waste in the production of limited edition Tencel Lyocell fibers, while showcasing the brand's commitment to constantly support sustainable textile innovation.
The Tencel brand has also been fueled by various collaborations–from the first waterless dyeing technology for wood-based cellulosic fibers to the first plastic-free alternative for stretch fabrics.
Collaboration has also brought the products made using fiber innovations to fashion shows, red carpets and retailers, extending Tencel's reach.
Lenzing has also been involved in projects that enhance Tencel's fiber identification technology in order to trace its fibers across all stages of textile production.
“As we foster fiber innovation, we will continue to reinforce trust and collaboration with like-minded partners, to empower value chain customers and amplify our impact,” said Kit Ping Au-Yeung, executive vice president, Global Textiles Business, Lenzing AG.
“We will also further refine our fiber identification technologies and Lenzing E-Branding Service offerings, to make transparency and traceability a norm across various stages of textile production,” she added.
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