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This Earth Month 2019, TENCEL™ Partnered with Seven Prominent Retail Brands to Raise Money and Replant Trees in California
The Lenzing Group, the world market leader in specialty fibers made from wood, announced today the final results of their 2019 Earth Month Campaign entitled “From Trees, For Trees.” Lenzing’s specialty textile fiber brand TENCEL™, along with seven of their U.S. retail partners, including BN3TH, Bleusalt, Triarchy Denim, Boyish Jeans, Bearaby, Hoot, and Malouf, worked with One Tree Planted, a U.S. based non-profit organization that plants trees across North America and around the world in areas affected by forest fires or floods. The TENCEL™ branded campaign is specifically supporting the replanting of 22,000 trees in the California forests recently devastated by last year’s wildfires that burned over 876,000 acres of forest.
From April 1st to April 30th, 2019, the TENCEL™ brand invited the public to get involved in helping them donate trees by liking Earth Month related posts on the TENCEL™ branded Instagram @tencel_usa as well as on their retail partners’ Instagram pages. The majority of the campaign’s success was based on the accumulated social engagement of the public; for every 50 likes each post received, one tree was donated to the One Tree Planted organization. Ultimately, the campaign resulted in over 245K likes
across all #FromTreesForTrees Instagram posts, equaling 4,900 trees. Additionally, each purchase of a product made with TENCEL™ Lyocell or Modal fibers through BN3TH & Triarchy websites during the month of April resulted in TENCEL™ planting an additional tree, resulting in the planting of 3,037 trees. BN3TH & Triarchy chose to match this tree donation, resulting in an additional 3,037 trees. Sales and likes
resulted in a total tree donation of 11,000 trees, which TENCEL™, with the support of their client brands chose to double to get to the total donation of 22,000 trees.
Ericka Gutierrez-Garcia, U.S. Marketing Manager at Lenzing Fibers, Inc. said, “This Earth month initiative especially addressed the areas affected by wildfires in California. In fact, a big part of this year’s decision to work with our brand partners included finding a common cause and organization that we could all support, like One Tree Planted. Our joint efforts in this “give-back” digital program gave consumers a chance to support their favorite brands during the month of April, while also acting as a great conduit for our brand partners to bring even more exposure to such a worthy cause. We hope consumers were inspired to join and support our brand partners while enjoying TENCEL™ branded products. Ultimately we were able to donate 22,000 trees, which is actually 2,000 more trees than there are in New York City’s Central Park.”
It was definitely the case for Adam Taubenfligel, Creative Director and Designer for Triarchy denim who mentioned, “the response we saw from our Earth Day initiatives with TENCEL™ was overwhelming. From the interactions on Instagram to product purchases, everyone banded together to help plant a lot of trees!”
Additionally, during the month of April, TENCEL™ also supported two local Earth Month events with Bloomingdales and ATHLETA, inviting guests to learn more about TENCEL™ branded fibers and the TENCEL™ x Earth Day campaign. The “From Trees, For Trees” Earth Month Campaign segues directly into TENCEL™ 2019 “Make It Feel Right” brand campaign, aiming to educate and empower consumers to join the environmental responsibility movement by making smart choices when it comes to their fashion and textile purchases.
TENCEL™ brand’s “From Trees, For Trees” Earth Day campaign aligned with the United Nations Sustainable Development Goals (SDGs), particularly goal number 15: Life on Land. Together with the United Nations, Lenzing is committed to conserving and restoring the use of terrestrial ecosystems such as forests, wetlands, drylands and mountains by 2020. The wood, pulp, and manufacturing sites used to make TENCEL™ Lyocell fibers come from forestry operations that are certified according to recognized sustainability criteria, such as the FSC® and PEFCTM standards. This “From Trees, For Trees” Earth Day campaign is intended to bring more awareness to these types of causes and engage brand partners as well as their customers.