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The TENCEL™ brand’s long-standing sustainability goals encompass clean water and sanitation, life on land, and climate action. On April 22, 2019, we launched several campaigns across the globe in honor of Earth Month to work towards these environmental goals. When we witnessed the devastating wildfires burning over 876,000 acres of California forests, we knew we had to act fast to safeguard the environment. Partnering with US-based nonprofit One Tree Planted and seven other retail partners, the TENCEL™ brand made a commitment to help raise awareness and replant trees.
Since last year, the TENCEL™ brand has donated one tree for every five likes or 10 shares on social media posts, a tree for every purchase of a product with TENCEL™ branded lyocell and modal fibers through retailers and matched each retail partner’s donation of a minimum of 1,000 trees. We are delighted by the results. One year on, we have amassed a total of USD$15,000 in donations and 121,740 trees planted. Not only did this restore 454 acres of land, but also positively impacted wildlife habitats and protected species. The area will also serve as community recreation area with no consumptive activities, hence further protecting and reducing the risk of land erosion problems, such as landslides, flooding and fire risks.
This has been a very personal campaign to us because without trees, TENCEL™ branded fibers would not exist. The TENCEL™ brand will continue to engage with retail partners to uphold responsible practices, educate others on the benefits of using eco-friendly preferred fibers and lend support to a multitude of sustainability initiatives.