⬤ Embracing the “Nature. Future. Us.” theme, TENCEL™’s refreshed brand identity bolsters its dedication to inspiring and empowering value chain partnerships to drive positive change in the textile industry1. ⬤ TENCEL™ branded wood-based fibers continue to foster collaborative innovation in sustainable textile solutions, redefining fiber standards and enabling responsible consumer choices2.
Lenzing – With a new branding theme of “Nature. Future. Us,” The Lenzing Group, a top provider of regenerated cellulose fibers to the textile and nonwovens sectors, introduced the most recent iteration of its flagship textile brand TENCEL today. The revised brand concept reflects TENCEL’s mission to foster innovation and enable teamwork, with an emphasis on driving change in the textile sector to protect our common future as a planet1. TENCEL’s evolution is a result of its profound concern for the environment1,3, which is being embraced by customers and value chain participants more and more.
“TENCEL has a very inspiring and inclusive voice thanks to the new theme ‘Nature. Future. Us.'” stated Eva McGeorge, Senior Director of Global Marketing and Branding, Commercial Textiles, Lenzing AG. “TENCEL has been working to introduce cutting-edge, sustainable textile fibers to the world since introducing TENCEL Lyocell in 19925 and strengthening the overall brand positioning in 20181,2,3. With regard to our fibers, the most recent evolution of the TENCEL brand builds upon our goal of leading the way in resource-efficient4 and circular business practices1,6,7, from sourcing raw materials to disposing of consumer goods at the end of their useful lives.
Harnessing the power of innovation, collaboration & transparency
Deep reverence for the natural world is the foundation of the TENCEL brand1,4. The fibers used in TENCEL branded regenerated10, biodegradable9, and carefully sourced from forests that are responsibly managed8 are manufactured with minimal use of resources4. Lenzing has demonstrated its steadfast dedication to promoting sustainable textile innovation by experimenting with and employing waste resources like orange peel and cotton waste in the creation of limited edition TENCEL Lyocell fibers, which improve circularity1.
Collaboration has also been a major factor in the TENCEL brand’s expansion. TENCEL has sparked a revolution in fiber processing and uses, from the first waterless dyeing technology11 for wood-based cellulosic fibers to the first plastic-free alternative12 for stretch fabrics. Through collaboration, TENCEL’s reach has been expanded to fashion shows, red carpets, and stores for the products manufactured using fiber breakthroughs.
TENCEL offered unparalleled visibility2 of raw material certification in the market by publishing its whole set of fiber claims on a dedicated webpage, in a sector that places a high value on transparency. TENCEL fibers are traceable through every step of the textile production process thanks to Lenzing’s fiber identification technology. This not only increases customer empowerment but also fosters trust throughout the value chain.
