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12 / 05 / 2022
How TENCEL™’s “Feel Good Fibers Since 1992” campaign echoes with consumers’ increased preference for sustainable fashion
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12 / 05 / 2022
How TENCEL™’s “Feel Good Fibers Since 1992” campaign echoes with consumers’ increased preference for sustainable fashion

The impact of COVID-19 on people’s lives has undoubtedly extended beyond health concerns. Consumer priorities and consumption patterns, including a heavier reliance towards online shopping and being more conscious of their purchases, have shifted due to the pandemic.

“I think one of lasting impacts of COVID-19 is the growing consciousness among consumers about what they are buying and what they really need,” shared Harold Weghorst, Vice President of Global Marketing & Branding, Lenzing AG. “In my perspective, this is good news for the environment and will lead to improved footprint and transparency in the fashion industry. This is where we – the TENCEL™ brand -- can play an important role since consumers are now more concerned about the planet and are keeping sustainability top of mind when it comes to fashion choices. We launched our TENCEL™ ‘Feel Good Fibers Since 1992’ campaign to engage and educate consumers about making better fashion choices and bringing a positive impact to our planet and think now more than ever this will appeal to even more consumers.”

Since 1992, the TENCEL™ brand has been producing fibers made from renewable wood sources. What started with one type of TENCEL™ branded fibers 30 years ago has now grown into a much larger portfolio with new generations of cellulosic fibers.

Produce Fashion Offerings with Transparency

For years, the TENCEL™ brand has been investing heavily in proprietary technologies that reduce the environmental impact during textile production and has been developing various platforms to support sustainability. Through the introduction of fiber identification technology, blockchain-enabled traceability platform with TextileGenesis™ and Lenzing E-branding Service etc., the brand has been proud of its leadership to drive full-scale supply chain transparency in the textile business.

“In 2022, we successfully extended our collection lines with different products using TENCEL™ Lyocell fibers,” said Woosung Kim, Product Planning Manager at Topten. “We partnered with TENCEL™ because their wood pulp comes from sustainably managed forests in conjunction with FSC which is consistent with our brand’s direction. TENCEL™ fibers provide good materials which offer traceability to consumers. Compared to synthetic fibers, natural materials are suitable for our ‘On-Air program’, and we will continue to collaborate with TENCEL™ to satisfy consumers.”

TENCEL™’s ability to excel and be a driving force for supply chain transparency is largely due to the ongoing trust, confidence and support of its partners, without them, this achievement would not have been possible.

“With increasing compliance and reputational risks, more fashion brands nowadays have committed to using sustainable fibers, with supply chain transparency being a core part of their business priorities,” said Florian Heubrandner, Vice President Global Textiles Business at Lenzing AG. “As the awareness of sustainability grows, we see the need to continuously improve the level of transparency and traceability of our products, to make sure our brand credentials are well protected and trusted by industry stakeholders. By extending Lenzing’s effort on supply chain transparency, we hope to encourage the textile industry to become more sustainable, as it is through collective efforts that we can better safeguard the health of our planet.”

Softness that Does Not Compromise the Planet

300+ partners love the softness that the TENCEL™ branded fibers offer while still being friendly to the environment. Featuring botanic origin and biodegradable quality, TENCEL™ Modal and Lyocell fibers are also gentle on skin with smooth, long-lasting softness. Offering endless design possibilities, TENCEL™ fibers can also be blended with other fibers and processed using conventional machinery, significantly improving the softness and comfort of fabrics.

“Wacoal has been partnering with the TENCEL™ brand for more than two decades,” said Janiffer Chien, Senior Manager of R&D Division of Taiwan Wacoal. “At first, we were attracted by the softness, smoothness, and sheen of its fibers. Then we saw TENCEL™'s commitment on environmental issues and its proactive moves to introduce sustainable innovations, all of which are aligned with our corporate social responsibility and sustainable operation concepts. Every year, Wacoal and TENCEL™ work closely to launch the widely recognized ‘Eco-friendly i-earth’ product series on Earth Day. With Wacoal's excellent design and craft using TENCEL™ fibers, we hope to bring better lives to consumers.”

Vibrant Apparel that is Eco-friendly without Sacrificing Fashion Creativity

TENCEL™️ Lyocell and Modal fibers are not only sustainable, but they also offer color vibrancy and color retention features, which makes them perfect for brands who want to produce colorful and expressive fashion collections while dedicated to being eco-friendly.

“We began our partnership with TENCEL™️ in early 2021, when we were developing one of our sustainable and eco-friendly collections called ‘Happiness’,” said Yeri Afriyani, Founder of Calla The Label. “Colorful, vibrant, and quirky are the key identities of Calla The Label – and we are thrilled to have partnered with TENCEL™️, as its fibers characteristic matches our style and design. The breathable fibers create beautiful, bright colors while also bringing comfort to the skin. Our collaboration with TENCEL™️ has been a significant milestone in our journey to promote a sustainable lifestyle through fashion, and we hope to explore more exciting opportunities in the near future.”

“Feel Good Fibers Since 1992”

As the TENCEL™ brand reaches its 30-year milestone this year, the brand’s “Feel Good Fibers Since 1992” campaign will play a major role as the brand launches a series of global consumer activations designed to encourage consumers to make conscious fashion choices and lead a more sustainable lifestyle.

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Lenzing Fibers (Hong Kong) ltd.
Units 804-806, 8/F.,
Lu Plaza, 2 Wing Yip Street,
Kwun Tong, Kowloon,
Hong Kong
T: +852 3718 5600
F: +852 3718 5601
E: [email protected]