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Only One TENCEL™ Brand

To use the TENCEL™ trademark properly, it is necessary to get a valid license issued by Lenzing AG. Lenzing AG will take all the necessary actions to protect its IP rights and fight against infringers.

TENCEL™ is a protected trademark of Lenzing AG and the pioneer brand connected with lyocell fiber. Introduced to the market 30 years ago, TENCEL™ is still a trailblazing global ingredient brand offering fibers that are renowned for their outstanding qualities in sustainability[1], and a key player driving innovation in the field of textiles and fashion.

Lenzing AG takes a zero-tolerance approach to safeguarding its intellectual property, in order to ensure that customers and consumers around the world who seek out our fibers in products can continue to trust in our brands.

What is TENCEL™ ?
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TENCEL™ is a pioneering provider of premium quality fibers sourced from sustainably managed wood, which utilize eco-responsible production processes to ensure high resource efficiency and low environmental impact.[1]

As a protected trademark, only fibers made by Lenzing AG may be branded as TENCEL™ fibers.

Usage of the trademark must be consented to by Lenzing AG following proper certification and licensing procedures.

apply for a license on E-Branding Service

Why trademark protection and proper usage is so important

Safeguarding intellectual property is vital to the preservation of our brands, consumer trust, and the success of the entire fashion and textile industry.

To protect TENCEL™

TENCEL™ is a primary provider of premium quality fibers sourced from sustainably managed wood, which utilize eco-responsible production processes to ensure high resource efficiency and low environmental impact[1]. All the progress TENCEL™ has made to pioneer positive change towards a more sustainable textile industry is threatened by every imitation product that appears on the market.

To protect consumers

Counterfeiting is a violation of quality assurance and trust. Only by eradicating fake products can we ensure customers receive the standard of goods they expect and deserve.

To protect the value chain

Originality and innovation are the driving force behind the long-term success of the fashion and textile industry. When intellectual property is infringed upon, the investment behind innovation, quality and knowledge is undermined.

To protect TENCEL™

TENCEL™ is a primary provider of premium quality fibers sourced from sustainably managed wood, which utilize eco-responsible production processes to ensure high resource efficiency and low environmental impact[1]. All the progress TENCEL™ has made to pioneer positive change towards a more sustainable textile industry is threatened by every imitation product that appears on the market.

To protect consumers

Counterfeiting is a violation of quality assurance and trust. Only by eradicating fake products can we ensure customers receive the standard of goods they expect and deserve.

To protect the value chain

Originality and innovation are the driving force behind the long-term success of the fashion and textile industry. When intellectual property is infringed upon, the investment behind innovation, quality and knowledge is undermined.

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How TENCEL™ is fighting fake in the market

  • Lenzing has established a dedicated cross-functional taskforce for the trademark protection across the globe, working tirelessly both online through a dedicated monitoring program and offline even enhancing the cooperation with local authorities to tackle the infringement in the market.
  • In addition, Lenzing also works alongside major textile trade fairs to proactively monitor and curb the infringement of Lenzing AG’s intellectual property rights on show grounds.
  • All the above actions have led to the seizure of thousands of items with unauthorized and non-compliant use of the TENCEL™ trademark.

There is a high price to pay for cheap imitations. The sale of counterfeits is a serious offense whose revenue is made at the expense of consumers, companies and governments alike.

Combatting misuse and accidental infringement

While we work diligently to protect our brands against infringements or misuse, we also understand that unintentional mistakes happen, and they’re often easy to avoid or rectify.

Here are some basic rules that must be followed when using the TENCEL™ trademark:

The trademark should always be written in all capital letters and followed by the trademark symbol, i.e., TENCEL™.

Only use the trademark to refer to the brand itself, e.g., contains TENCEL™ branded fibers.

Do not use the trademark as a description for a product, e.g., TENCEL™ shirt, or for other generic materials, e.g., TENCEL™ cotton.

When using the TENCEL™ logo, use the logo as given, and do not make any changes.

You should always refer to the Branding Guidelines for Licensees for detailed guidance. You are also required to submit your materials for approval to avoid accidental misuse of the trademark and assets, which may harm both the TENCEL™ brand and your own.

Our online tutorial will guide you through using the TENCEL™ trademark correctly.

watch tutorial

How your brand can benefit from licensing and correct TENCEL™ trademark usage

The TENCEL™ brand has been a widely recognized ingredient brand for over 30 years.

Consumers and retail partners trust in the quality and credentials of TENCEL™ fibers and as such, the use of the TENCEL™ trademark on products which contain genuine TENCEL™ branded fibers can add immense value to your brand:

Leverage the TENCEL™ brand reputation

The TENCEL™ brand is widely recognized and trusted and great efforts are made to continuously raise awareness of our brand to consumers, customers and brand partners. Through proper trademark licensing and usage your brand can reap the benefits of association with the highly reputable TENCEL™ brand.

Reach consumers seeking out TENCEL™

Consumers consciously choose TENCEL™ fibers to address their needs for comfort, quality, and environmental protection, thanks the use of certified raw wood material and the brand’s pioneering sustainable practices[1]. As consumers will proactively look for the TENCEL™ logo and swing ticket when buying products, you can amplify your marketing efforts with the correct use of the TENCEL™ trademark.

Instill customer confidence
 

The TENCEL™ brand enjoys high customer and consumer confidence in ingredient authenticity thanks to a comprehensive verification, certification, and licensing system. Authentic TENCEL™ branded fibers can be verified in the value chain through the Lenzing Fiber Identification System, which protects customers who properly leverage the TENCEL™ trademark through certification and licensing, while enabling us to detect and enforce against infringements in the market.

Leverage the TENCEL™ brand reputation

The TENCEL™ brand is widely recognized and trusted and great efforts are made to continuously raise awareness of our brand to consumers, customers and brand partners. Through proper trademark licensing and usage your brand can reap the benefits of association with the highly reputable TENCEL™ brand.

Reach consumers seeking out TENCEL™

Consumers consciously choose TENCEL™ fibers to address their needs for comfort, quality, and environmental protection, thanks the use of certified raw wood material and the brand’s pioneering sustainable practices[1]. As consumers will proactively look for the TENCEL™ logo and swing ticket when buying products, you can amplify your marketing efforts with the correct use of the TENCEL™ trademark.

Instill customer confidence
 

The TENCEL™ brand enjoys high customer and consumer confidence in ingredient authenticity thanks to a comprehensive verification, certification, and licensing system. Authentic TENCEL™ branded fibers can be verified in the value chain through the Lenzing Fiber Identification System, which protects customers who properly leverage the TENCEL™ trademark through certification and licensing, while enabling us to detect and enforce against infringements in the market.

[1] TENCEL™ sustainability claims are as follows:
- TENCEL™ Lyocell and Modal fibers are made with at least 50% less carbon emissions and water consumption*
- TENCEL™ Lyocell and Modal fibers are certified with the EU Ecolabel for environmental excellence**
- TENCEL™ Lyocell and Modal fibers are derived from controlled or certified wood sources
- TENCEL™ Lyocell and Modal fibers are certified as biodegradable and compostable***

*Compared to generic (unbranded) lyocell and modal Results based on LCA standards (ISO 14040/44) and available via Higg MSI (Version 3.7)
**EU Ecolabel for textile products (license no. AT/016/001)
***LENZING™ Lyocell and Modal standard fibers are certified by TÜV Austria as biodegradable in soil, freshwater and marine environments, and compostable under home and industrial conditions.

Failure to apply for the correct license or misuse of the TENCEL™ trademark can severely damage consumer trust, as it may give the impression that your product is counterfeit. It also means customers seeking out genuine TENCEL™ products may overlook your brand.

It only takes 3 simple steps to get started on marketing your brand or products together with the TENCEL™ trademark.

Register with the Lenzing E-Branding Service

The E-Branding Service provides a one-stop solution that supports all partners throughout the value chain. Assistance and guidance are also always available from your local team.

Apply for licenses
 

You can apply for appropriate licenses, with Lenzing Certifications if required, depending on your product and marketing needs.

Once approved, start using TENCEL™ branded materials

You will be granted access to the TENCEL™ brand assets upon successful application. If applicable, you may also receive swing tickets or other materials to support your promotions.

Register with the Lenzing E-Branding Service

The E-Branding Service provides a one-stop solution that supports all partners throughout the value chain. Assistance and guidance are also always available from your local team.

Apply for licenses
 

You can apply for appropriate licenses, with Lenzing Certifications if required, depending on your product and marketing needs.

Once approved, start using TENCEL™ branded materials

You will be granted access to the TENCEL™ brand assets upon successful application. If applicable, you may also receive swing tickets or other materials to support your promotions.

Apply for license and start benefitting from the TENCEL™ brand today!

apply for a license on E-Branding Service now

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