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As part of the “TENCEL™ Insights” series, Ebru Bayramoglu, Head of Global Business, Manager of the Home & Interior segment at Lenzing, joined us once again to discuss how TENCEL™ is driving sustainability in the home product market, and how brands and consumers can approach sustainability to bring more attention to the issue. Previously on “TENCEL™ Insights”, Ebru discussed the impact of Covid-19 on the segment and outlined some ways the industry could move forward.
Q: What’s special about TENCEL™ branded home products, in terms of addressing consumer demands and the rising trend of sustainability in the industry?
Ebru: Home textiles include a diverse range of products, including bedding, products filling, upholstery, curtains, rugs and towels, and both brands and consumers look for different functional qualities within each product category.
For products that come into direct contact with the skin such as bed linen and upholstery, TENCEL™ branded fibers offer an exquisitely soft feel and are resistant to bacteria and dust mite growth. As these products require frequent cleaning, the fabric strength, another feature of our lyocell fibers, is essential to the durability of the product.
In addition, TENCEL™ Lyocell fibers can also be used in pillow and duvet filling, a category in which comfort and feel are extremely important, creating a more relaxing sensation during sleep. Our fibers support body temperature regulating properties through their excellent moisture management, and effectively prevent allergies with their soft touch and dust mite repellent.
For carpets and rugs, versatile qualities such as comfort, warmth and hygiene are essential product qualities. On top of having a gentle touch, fibers by TENCEL™ Home are also naturally bacteria and dust mite resistant, which offers better hygiene properties. For additional warmth, TENCEL™ branded fibers can be blended with other materials such as wool.
Towels on the other hand, are functional products which are frequently put to wash. TENCEL™ branded fibers offer exquisite moisture absorption properties, better loop security and color retention to cater to these specific needs. Furthermore, when it comes to the look of the fabrics for decorative products such as curtains, our branded fibers perform excellently with a natural look, better drape and wrinkle recovery qualities.
All in all, Lenzing stands at the forefront of tackling sustainability challenges across all segments, including home products, and offers reliable solutions to brands that are looking for eco-friendly fibers for their products. All TENCEL™ branded fibers are biodegradable and environmentally friendly. Compared to cotton and other textile materials, our fibers achieved a low score in the “Higg materials sustainability index”, proving its low impact on the environment. Other scientific research has also supported the eco-benefits of TENCEL™ branded fibers in comparison to other fiber materials.
Q: What are your recommendations to consumers who are looking for sustainable home textiles?
Ebru: Whenever I buy a textiles product, be it a fashion item or home product, I always read the care labels and content in detail. Care labels may range according to country or manufacturer, but generally you can find useful information such as the material composition, country of origin, apparel care advice, optimal cleaning methods, and construction techniques which help us determine the eco-footprint of the item. Following the instructions on care labels can also help keep the garment looking better for longer, extending the life-cycle of each piece. Lastly, to ensure quality, I always prefer to walk into a store to feel the fabric, as this is the best way to ensure the materials used in production are durable whilst meeting the important “touch-test”!
Q: How do you incorporate sustainability in your day-to-day activities?
Ebru: I normally pay a lot of attention to my daily purchases. When buying food products, I make sure that they are from eco-friendly and trustworthy sources. From apparel to home textiles, as I mentioned before, it is essential to always check the care labels and content. Another tip is to look into the product’s “end of life”, and ask the question: Can it be recycled?