Over the last 30 years, the TENCEL™ brand has been spreading its wings across a range of apparel and footwear segments, as more and more manufacturers and brands look to go green. The innerwear segment in particular has become in huge demand as the COVID-19 pandemic forced consumers to spend more time at home. With this change in lifestyle, the need to dress fashionably has been replaced by a desire to dress simply and comfortably while at home. This has resulted in an increased need for quality innerwear, as consumers seek comfortable, sustainable and durable products with a longer lifespan.

TENCEL™ has been working closely with innerwear brand Jockey for close to 15 years, helping to expand its growing eco-conscious segment and offer comfortable, sustainable and stylish undergarments for consumers to sleep, work and lounge in. Ganesh VS, Managing Director at Page Industries Limited, exclusive licensee of the Jockey brand in India, Sri Lanka, Bangladesh, Nepal and the UAE, spoke to TENCEL™ in a video interview to celebrate the TENCEL™ brand’s 30^th anniversary.

“Our long-standing partnership with the TENCEL™ brand is strategically very important for us. It has helped us to progress massively, especially in the women's innovation side of the business. And we are thankful for the contribution which TENCEL™ has made to drive that forward for us a brand,” says Ganesh. “Page Industries Limited has just reached 27 years and TENCEL™ over 30 years and I believe we should congratulate each other for that as it is a great occasion!”

Relationships are paramount in the textile industry, just as much as the products. It is important to select supply chain partners who are like minded and share the same business philosophy, ethics and principles. “This is why we chose TENCEL™ as our partner. We both understand what the consumer wants and the importance of bringing out innovative products which are not just the flavor of the month, but a durable, lasting solution that stands the test of time,” adds Ganesh. “TENCEL™ supports our initiatives beautifully and we are therefore able to offer superior products to our customers at the right price.”

Sustainability is also very close to the heart of both the TENCEL™ and Jockey brands. In India, sustainability is being embraced within the fashion industry, and many companies are moving towards a cleaner ecosystem. In that respect, it is essential to promote slow fashion and make products which are relevant all year round, so that the lifecycle of the product is longer, and it doesn’t go straight into the landfill.

“Seasonal products create so much redundancy and wastage. As a responsible brand, we need to find sustainable ways to create demand, and I would like to encourage the whole industry to embrace this mindset, as TENCEL™ does,” says Ganesh. “I am glad to see the innerwear industry in India move towards this, and we are also seeing initiatives such as reducing carbon emissions and circularity come to the forefront.”

As consumers continue to prioritize a mixture of comfort and style in their purchase choices, it is clear that products which offer long-lasting quality and sustainability benefits will be increasingly in demand. The TENCEL™ brand looks forward to strengthening its partnership with Jockey and supporting the brand in driving towards an eco-friendlier world.

(@//player.vimeo.com/video/723267712@)

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Note: all responses are based on messages shared in partner video.