The Lenzing Group, a leading supplier of regenerated cellulose fibres for the textile and nonwovens industries, today unveiled the latest evolution of its flagship textile brand TENCEL™, with a refreshed branding theme of “Nature. Future. Us.”.
The updated brand identity embodies TENCEL™’s ethos of striving to embrace innovation and empower collaboration, with a focus on being a catalyst of change in the textile industry to safeguard the planet’s shared future. The evolution of TENCEL™ stems from the brand’s deep respect for the planet that has been increasingly endorsed by consumers and value chain partners. The strategic repositioning will enable TENCEL™ to navigate the evolving landscape of the textile industry through the continuous commitment to delivering eco-conscious and resource-efficient fiber solutions.
The new theme ‘Nature. Future. Us.’ creates a very inspiring and inclusive voice for TENCEL™. Since introducing TENCEL Lyocell in 1992 and bolstering the overall brand positioning in 2018, TENCEL™ hasbeen striving to bring innovative, sustainable textile fibres to the world.The latest TENCEL™ brand evolution expands on our vision to spearhead resource-efficient and circular business practices attributed to our fibres, from raw material sourcing to end-of-life disposal of consumer products. To facilitate real change in the value chain, everyone in the industry needs to transform together. We will continue to build stronger collaborations and dedicate our efforts to creating a future for fashion that we can all be proud of.”
Eva McGeorge, Senior Director of Global Marketing and Branding, Commercial Textiles, Lenzing AG.
To enhance circularity, Lenzing has been experimenting with and using waste materials like orange peel and cotton waste in the production of limited edition TENCEL™ Lyocell fibres, showcasing the brand’s unwavering commitment to championing sustainable textile innovation.
The growth of the TENCEL™ brand has also been fueled by collaboration. From the first waterless dyeing technology for wood-based cellulosic fibres to the first plastic-free alternative for stretch fabrics, TENCEL™ has been a catalyst in the revolution of fibre processing and applications. Collaboration has also brought the products made using fibre innovations to fashion shows, red carpets and retailers, extending TENCEL™’s reach.
In an industry where transparency is highly valued, TENCEL™ published its full set of fibre claims on a dedicated webpage, offering unprecedented visibility of raw material certification in the industry. Lenzing’s fibre identification technology enables the traceability of TENCEL™ fibers across all stages of textile production.
When consumers see the TENCEL™ trademark, they can rest assured that they are choosing renewable, traceable fibers that guarantee quality and comfort. As we foster fiber innovation, we will continue to bolster trust and collaboration with like-minded partners, to empower value chain customers and amplify our impact. 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.”
Kit Ping Au-Yeung, Executive Vice President of Global Textiles Business at Lenzing AG.
