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The TENCEL™ Denim segment seeks to continuously promote sustainability through multiple initiatives and we know that industry insight is key to keeping ourselves ahead of the game. That’s why we use Jean Therapy, the Denim Sustainability report produced by Rivet, for the latest on the denim industry, including vital intelligence on how to further reduce our environmental impact. The report also gives us a glimpse of what to expect in the future of sustainable denim with details on the latest technological innovations and materials that are helping our partners become more environmentally responsible. And the message is clear: consumers are demanding detoxification of their purchases and with the power in their hands, the denim industry cannot afford to turn a blind eye. Now more than ever, is the time to come together to produce sustainable merchandise and to show our customers they can buy their denim with a green conscience.
With the denim community always front of mind, the TENCEL™ Denim team knows that giving our devotees a voice and enabling them to share their experiences more broadly will have a positive impact for all and with that in mind we launched a new YouTube channel called Blue Lenz. A video channel for brands, mills and influencers to share the latest trends, Blue Lenz also provides a space for educational and sustainability videos to be shared. So, let’s see them! Send us videos and we’ll write a short synopsis making sure to credit any designers, engineers, stylists and directors. At the end of the year, we’ll announce winners in various categories and those names will be released in trade publications.
And it’s not just us who are showing support to the denim community, over the past few months we’ve been speaking with industry insiders gleaning insight on the industry from their perspective. Michelle Branch of Markt&Twigs shared about the importance of community, how denim has always been favored by the young and our responsibility towards reducing toxicity in its production. Tony Tonnaer, Founder and CEO of Kings of Indigo, believes that while fast fashion is still strong, so too is the conscience of the consumer, as the industry can no longer afford to make excuses when it comes to our planet’s future. Also, the team at Jeanologia believe technology is vital for advances in sustainability and that we have a moral obligation to create circular products for our consumers. With clear synergy between the thoughts of our industry friends and the findings of the Denim Sustainability report, we continue to be eager to communicate with different stakeholders on how to improve the current denim industry.
With 2020 already off to a flying start, we’re excited to continue these conversations with industry experts and our partners. In fact, we’ve already got some wonderful collaborations in the pipeline. This summer, GUESS will continue to grow their Smart Guess collection using TENCEL™ branded lyocell and modal fibers derived from sustainably managed and certified forests. LENZING™ ECOVERO™ branded viscose fibers, known for their traceability throughout the supply chain, will also be used in the collection.
Keep looking out for more what’s to come from us! Let’s keep the conversation flowing, keep sharing valuable ideas and work as a community towards a more sustainable planet for all.