Kit Ping Au-Yeung,
Executive Vice President of Global Textiles Business, Lenzing AG
TENCEL™ has unveiled a new brand identity centred on the theme “Nature. Future. Us.” This strategic shift is designed to help TENCEL™ adapt to the evolving textile industry by reinforcing its commitment to innovative and high-quality textile products. Since its establishment in 1992, TENCEL™ has prioritised the global delivery ofbeen dedicated to driving sustainable textile fibres innovation. The refreshed branding aims to enhance this mission by placing greater emphasis on collaborative innovation, resource efficiency, and circularity in textile production.
The TENCEL™ brand is deeply rooted in respect for nature, as evidenced by its regenerated, biodegradable fibres sourced from sustainably managed forests and produced through resource-efficient methods. The new theme will not only maintain TENCEL™’s environmental commitment but also elevate it further. The latest iteration of TENCEL™ was unveiled at the Intertextile Shanghai Apparel Fabrics Trade Fair held from August 27-29.
The TVC Media Team interviewed Kit Ping Au-Yeung, Executive Vice President of Global Textiles Business at Lenzing AG. In her position, Kit Ping leads the expansion strategy and development of Lenzing’s textiles business, which includes fibre offerings under the TENCEL™ and LENZING™ ECOVERO™ brands. With extensive experience collaborating with partners throughout the textile value chain, she is set to advance Lenzing’s textile business by driving innovative fibre and application solutions for customers, ultimately benefiting consumers.
Can you explain TENCEL™’s “Nature. Future. Us.” brand refresh? How will this help TENCEL™ adapt to the evolving textile industry and what innovative products can we expect?
During the past decade, TENCEL™ has become the leading sustainableility ingredient brand and the clear go-to brand for consumers and customers when it comes to the best combination of sustainability and comfort. To continue this leadership, we decided to refresh our brand identity and focus on what really matters and what we stand for. And that is best captured in our new communication line: Nature, Future, Us. TENCEL™ is a brand representing fibres from nature, which can return back to nature.
The term Future reflects the innovations and how to create a better world for the next generations. Continuous improvement and innovation will take us forward as an industry. US as a word refers to the fact that we have to do that together. As much as we see a role for Lenzing as a pioneer, we can only drive change together with our customers, value chain partners and consumers. Every decision we make reflects the kind of world we want to live in. The innovations and offerings that you can expect from us are all related to this, creating lower environmental impact and leaving this world a better place.
How will TENCEL™’s refreshed branding enhance collaboration, resource efficiency, and circularity in the textile industry since its 2018 relaunch?
As mentioned before, the brand refresh more visibly showcases TENCEL™’s dedication towards lowering environmental impact from the entire production process of TENCEL™ Lyocell and Modal fibres through customer-centric innovation and collaboration. In which innovation is not limited to products, it also extends to services. And you will see more innovative service offerings from us in the future. Besides that, we strongly believe in collaboration as a catalyst for change. Therefore, you can expect more and more collaborations coming up to drive a positive change in the industry and lower the environmental impact.
What details can you share about TENCEL™’s debut at the Intertextile Shanghai Apparel Fabrics Trade Fair and its refreshed brand identity?
The global TENCEL™ brand refresh was first unveiled during a customer dinner prior to the Intertextile Shanghai Apparel Fabrics Trade Fair (ITSH) as it was introduced to exhibitors and visitors, meeting the numerous stakeholders of the textile and fashion value chain and stirring exciting discussions towards the TENCEL™ evolution.
We have received overflowing positive feedback from our partners and businesses on the refreshed branding complementing us on the new look of the brand and recognizing the human aspect of the brand.
We will now extend the TENCEL™ brand refresh to other regions and value chain partners before rolling it out to consumers and introducing our partners to the new brand identity to spread it globally.
How do TENCEL™ Lyocell and Modal Fibres fibres help reduce environmental impact, and how do they reflect Lenzing’s sustainability and social responsibility goals?
Well, in the first place, TENCEL™ fibres are derived from natural raw material wood and are produced using fewer resources, so they have a lower impact compared to generic lyocell and modal fibres and also compared to many other fibres. In practice, it means that at least 50% less carbon emission and at least 50% less water consumption compared to generic lyocell and modal. It also means that TENCEL™ fibres are fully biodegradable and compostable, ensuring they can safely return to nature at the end of their life cycle.
Lenzing is striving to reduce the environmental impact of not only our own manufacturing and production but also the entire textile value chain, reinforcing our aspiration to lead by collaborative innovations.
How do TENCEL™’s certifications for biodegradability, compostability, and EU Ecolabel reflect its commitment to environmental responsibility in textiles?
Our TENCEL™ branded lyocell and modal fibres are certified by TÜV AUSTRIA as biodegradable in soil, freshwater, and marine environments, and compostable under home and industrial conditions. All the certifications require stringent audits and assessments. For example, the certification for industrial compostability requires the product to pass stringent tests on biodegradation, disintegration, ecotoxicity, and heavy metals content under the European Norm. As a recognition of their high adherence to high environmental standards in production and processes, our fibres have also received the EU Ecolabel (licence no. AT/016/001) after layers of strict assessments. Multiple areas are accounted for in order to obtain this certificate, from emissions, water pollution, and toxic residues to fitness for use, components, and accessories, as well as corporate social responsibility.
Being able to obtain these certifications and secure them for years is strong proof that TENCEL™ has an everlasting commitment to high environmental standards and responsibility – from the sourcing of fibre raw materials to the disposal of products made with TENCEL™ branded lyocell and modal fibres. We will continue to not only maintain the current strict practices that allow us to meet such high standards and requirements but also constantly refine them in order to adapt more to industry evolutions and changing regulations around sustainability and transparency.
In what ways does Lenzing AG collaborate with international partners to enhance the ecological performance of value chains and drive positive change in the textile industry?
I am a strong believer in the importance of active collaboration with industry leaders and trailblazers across various textile and fashion sectors for R&D or brand collaborations. Earlier this year, we joined hands with a textile technology start-up and knitwear manufacturer and introduced an innovative waterless dyeing technology. The innovation was applied to cellulose fibres for the first time through this collaboration, paving the way for the knitwear expert to create sustainable clothing items. This project marks a scientific breakthrough in the textile and fashion value chain, and Lenzing is honoured to be a part of it.
Separately, Lenzing also collaborated with fashion brand Diane von Furstenberg (DVF) and launched collections of high-end apparel made with TENCEL™ and LENZING™ ECOVERO™ branded fibres. This brand collaboration successfully brought more sustainable fashion into the mainstream, upswinging its exposure in the market and raising customer awareness.
These are just a few examples, and I can mention many other exciting collaborations that we are working on or are yet to bring sustainable products and like-minded businesses to the forefront, amplifying their reach and impact on a wider scale and driving a positive change in the textile industry. Let me emphasise once more: It is all about Nature, Future, Us.
