The Lenzing Group, a leader in regenerated cellulose fibers, has introduced a refreshed branding for its flagship textile brand, Tencel, under the theme "Nature. Future. Us." This new identity emphasizes innovation, collaboration, and sustainability, aiming to drive change in the textile industry for a better future.
Eva McGeorge, Senior Director of Global Marketing and Branding at Lenzing AG, highlighted Tencel's commitment to eco-conscious and resource-efficient fiber solutions since the introduction of TencelLyocell in 1992. The brand's evolution is rooted in its respect for the planet, with a focus on circular business practices and sustainable innovation.
Tencelfibers, sourced from sustainably managed forests, are biodegradable and produced through resource-efficient methods. Lenzing has been exploring the use of waste materials, such as orange peels and cotton waste, to enhance circularity in its fiber production. The brand has also pioneered advancements like waterless dyeing and plastic-free alternatives for stretch fabrics.
Transparency remains a key focus, with Tencel offering detailed fiber claims and traceability through Lenzing’s fiber identification technology. This allows consumers to make informed, sustainable choices.
The new Tencel branding will be showcased at the Intertextile Shanghai Apparel Fabrics Trade Fair from August 27-29, 2024.
