TENCEL™ Global Ambassador Amy Powney, the designer behind AKYN, tells us about her ambitious and inspiring new sustainable fashion brand.
Amy, why do you do what you do?
I aim to bridge the gap between sustainability and elevated design, adopting a regenerative-focused business model that enables us to create beautiful, elevated garments while respecting and protecting the planet. It’s about design that meets a carefully considered approach to creation.
How will the approach differ from previous projects?
What has been the evolution for you? It's a continuation and an ambition to strive to do better. It is my long-term goal for AKYN to be a fully regenerative business. It is not enough just to grow or produce things well; we need to consider how we can have a minimal impact or leave no trace on the planet. What if we could create something so well that it had a positive effect, that it gave back at every stage of its life, that it enriched the soil, that it benefited local communities, that it provided green jobs? At AKYN, we will never stop learning and continually push the boundaries of what can be achieved.
Can you talk about why material choice, at the source, is so important for you?
At AKYN, our design philosophy is deeply rooted in nature. We focus on natural and botanical fibers – such as organic or regenerative cotton, responsible wool, European flax, and botanically sourced Lyocell. Our goal is for 100 per cent of our garment outers to be crafted from natural fibers that restore rather than deplete. Fibers are the roots of fashion, and those roots are deeply connected to Mother Nature; extraction without regeneration is the root problem of climate breakdown, so I want to protect at the source.
How did you come to work with TENCEL™?
I began using TENCEL™ fibers a long time ago, perhaps 10 years ago, when I learnt about the fiber itself and Lenzing as an organisation. I was already using it within my work and was passionate about the fiber, so it made sense to partner further. TENCEL™ has historically been a B2B model, and collectively, we can bring it to customers to help them understand fibers better and empower them with the knowledge to make informed choices.
What do you admire most about their approach and philosophy?
As I focus on regeneration, the nature of using trees and replacing them, as well as managing forests, is essential. If we can extract and replace, then it's already a significant step forward. But they go further than that: the closed-loop production model makes it even gentler than other fibers on the environment.
What is the material like to work with – what are the most significant benefits?
I mostly use TENCEL™ fibers to replace silk-like fabrics. At AKYN, we also introduced TENCEL™ LUXE filaments blends to add more shine. We also use it in some of our jersey products; it adds drape to cotton, and we blend it with superfine wool for our tailoring to avoid the standard synthetic mixes. TENCEL™ Lyocell fibers are one of our most widely used fibers. In our debut collection, it’s in everything, from the Selena dress to core tailoring, such as the Noor jacket and Perla trousers.
What are the biggest challenges the fashion industry needs to address?
Currently, the most significant issue is greenwashing. There is a desperate need for legislation surrounding green claims to help customers understand which brands are genuinely trying to do better and how they can cast their vote in the world by using their money. Ultimately, we need legislation to hold brands accountable, as sustainability is being dropped off the agenda. We need to force change on those who cannot fulfil their moral duties.
How do we help the consumer understand the impact of their choices without lecturing them?
Inspire them with positive storytelling and communication.
In a simple world, what are the three policies or actions you would implement to improve things for the planet?
The first is that all large company' C-suites should have diversity in terms of gender, age, race, and class to have balanced decision-making at the board level. That politicians had to be 100 per cent committed to their role, with no other interests that could skew and corrupt their decision-making. All companies were required to report on people, planet, and profit, and taxes were calculated across all three areas. And, that wealthy people were taxed heavier, that's four – but we need to remove power from those most powerful.
