The Lenzing Group has unveiled a reinvigorated brand identity for TENCEL™, underscoring the company’s dedication to driving transformative change in the textile industry through value chain partnerships. We sat down with Eva McGeorge, Senior Director of Global Marketing and Branding, Commercial Textiles at Lenzing, to delve into the inspirations behind this brand refresh and explore its implications for TENCEL™’s strategic direction moving forward.

Q: How did this brand refresh come about?

McGeorge: TENCEL™ has been a leading brand of regenerated cellulose fibers for the textile industry since introducing our TENCEL™ branded lyocell fibers in 1992 [1]. In 2018, TENCEL™ evolved from a behind-the-scenes contributor to a consumer-facing brand, collaborating with more than 300 brand partners globally on consumer-centric campaigns.

This year is set to mark a new chapter in TENCEL™’s journey, amplifying our brand vision to cultivate an inspiring and inclusive brand voice that deepens our engagement with like-minded partners, customers, and all those who share our vision for a more sustainable future [2] [3] [4].

Q: TENCEL™ has unveiled a new brand theme – “Nature. Future. Us.” – which sounds very intriguing. Can you tell us more about the inspiration behind this theme?

McGeorge: Our inspiration has always been our deep respect for nature [2] [4], a commitment that is reflected in every aspect of our work, from the harvesting of raw materials [5] to the end of our fibers’ lifespan [6]. Made with natural raw material wood, our fibers forge an intimate connection between people and the comfort [7] of fibers derived from nature.

With the well-being of the planet in mind, we source our wood and pulp from sustainably managed forests, where the wood used is purposefully balanced with forest growth rates [5]. Additionally, we also leverage processes that reduce carbon emissions and water use by at least 50% when compared to generic lyocell and modal production [8]. These actions exemplify our belief in encouraging enhanced sustainability and circularity across the whole textile supply chain [2] [9] [10].

Q: What will TENCEL’s new strategic priorities be following the brand refresh?

McGeorge: Innovation and collaboration remain at the heart of TENCEL™. We will continue refining our regenerated cellulose fiber production [11] and exploring new and innovative fiber applications, such as plastic-free stretch fabrics [12] and chlorine-resistant black towels [13].

We have achieved industry firsts, like applying waterless dyeing technology to cellulosic fibers [14] and creating with Recyc Leather an innovative leather alternative Pélinova® using our TENCEL™ Lyocell fibers, which was first adopted by GANNI in their footwear collection and will be expanded to other leather good application spanning home textiles, furniture, automobile interiors and the luxury segment.

As advocates for circularity and resource-efficient practices [8], we strive to maximize the transparency of our fiber credentials [3]. Our fiber identification technology tracks each TENCEL™ fiber from yarn to finished product, ensuring authenticity and traceability [15]. Customers can verify our claims through QR codes and detailed information on our website. Our Lenzing E-branding Service platform provides our partners and customers with information about their supply chain and the materials used, so that consumers can make responsible purchasing decisions [3].

Q: What will this strategic repositioning mean for Lenzing’s partners, customers and consumers?

McGeorge: The brand refresh helps us communicate our vision of developing an eco-conscious [4] and circular culture across the entire industry [2] [9] [10]. It encapsulates TENCEL™’s three-decade-long innovation, partnership and trust-building within the sector.

For like-minded fashion and textile business owners, our resource-efficient [9] fibers resonate with their desire to make responsible choices [3] and produce high-quality [16] textiles without compromising style and comfort [7]. For conscious consumers attuned to the importance of sustainable fashion, our TENCEL™ branded fibers empower them to look good and feel proud, knowing their choices are making a difference for the wellbeing of our planet [4] [5] [8].

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[1] TENCEL™ Lyocell fibers’ first production was in Alabama, U.S. in 1992 when the production facility was owned by Courtalds.

[2] To foster a sustainable global textile and nonwovens industry, Lenzing follows three strategic principles within the context of its “Naturally Positive” sustainability strategy, which focuses on greening the value chain, advancing the circular economy, and collaborating for systemic change with key industry stakeholders, such as Textile Exchange, Cascale, Canopy, Together for Sustainability, Renewable Carbon Initiative, and UN Global Compact.

[3] With a process in place that factors in rapidly evolving regulatory requirements when developing and updating claims, TENCEL™ provides QR-coded claims and a Claims webpage that offers value chain partners and conscious consumers more clarity on what its fibers offer.

[4] TENCEL™ Lyocell and Modal fibers are certified with the EU Ecolabel for textile products (license no. AT/016/001) for environmental excellence.

[5] Adhering to the company’s commitment to environmental protection and resource preservation, Lenzing procures wood and pulp only from certified or controlled sustainable sources. In its Wood and Pulp Policy, Lenzing is committed to procuring wood and pulp exclusively from non-controversial sources.

[6] TENCEL™ Lyocell and Modal standard fibers are certified by TÜV AUSTRIA as biodegradable in soil, freshwater and marine environment.

[7] Lyocell and Modal fibers produced with Micro technology are the finest fibers within the TENCEL™ portfolio. This leads to increased softness and an even higher level of comfort.

[8] TENCEL™ Lyocell and Modal fibers are made with at least 50% less carbon emissions and water consumption compared to generic lyocell and modal. The results were calculated according to LCA standards (ISO 14040/44) and are made available via the Higg Materials Sustainability Index (MSI) v3.7 by Cascale (formerly Sustainable Apparel Coalition).

[9] Lenzing – Focus Paper on Sustainability Strategy “Naturally Positive”, April 2024.

[10] TENCEL™ Lyocell fibers produced with REFIBRA™ technology use cotton textile waste as a raw material, in addition to wood. The fibers contain a minimum of 30% recycled material.

[11] TENCEL™ Lyocell and Modal fibers are made from wood, a natural and renewable raw material.

[12] TENCEL™ Lyocell fibers are derived from the natural raw material wood and have been used to develop the industry’s first stretch fabrics that enable reduced usage of fossil-based materials.

[13] Lenzing introduced a Black Towel collection made of made with LENZING™ ECOVERO™ branded black viscose fibers and TENCEL™ branded black modal fibers. The towels undergo spin-dyeing during the fiber stage, imparting high color fastness and chlorine-resistant properties.

[14] Lenzing partnered with technology start-up Exponent Envirotech to introduce ECOHUES™, a waterless dyeing technology to Lenzing’s cellulosic fibers. ECOHUES™ technology effectively replaces the use of water in the dyeing process with a non-aqueous solvent that is 99.8% reusable and streamlines the pre-treatment and finishing processes by nearly removing the need for soap washing after dyeing. This helps to reduce the overall water usage by 95% compared to traditional dyeing methods.

[15] TENCEL™ Lyocell and Modal fibers are produced with a molecular marker. This special identification technology ensures the authenticity and traceability of TENCEL™ fibers even after processing into textile products.

[16] Both TENCEL™ Lyocell and Modal fibers have a high tenacity profile favoring processing stability. This enables TENCEL™ fibers to withstand faster production speeds in machinery, while at the same time making critical contributions to yarn strength and quality.