✤ TENCELTM’s redesigned brand identity, which embraces the “Nature. Future. Us.” concept, strengthens its commitment to enabling value chain collaborations that inspire and drive good change in the textile industry1.
✤ Wood-based fibers bearing the TENCELTM name continue to promote cooperative innovation in sustainable textile manufacturing. solutions, updating fiber standards, and facilitating ethical customer decision-making2.
Lenzing The Lenzing Group, a top provider of regenerated cellulose fibers to the nonwovens and textile sectors, revealed the most recent iteration of its flagship TENCEL textile brand today, including a redesigned logo with the tagline “Nature. Future. Us.” The revised brand concept reflects TENCEL’s philosophy of attempting to creativity and foster teamwork, with an emphasis on acting as a catalyst for change in the textile sector to preserve the joint future of the planet1. TENCEL’s development is a result of its enduring reverence for the planet1,3, that has been increasingly endorsed by consumers and value chain partners. The strategic repositioning will enable TENCEL to navigate the evolving landscape of the textile industry1,2 through the continuous commitment to delivering eco-conscious3 and resource-efficient4 fiber solutions.
“TENCEL has a very inspiring and inclusive voice thanks to the new theme ‘Nature. Future. Us.'” stated Eva McGeorge, senior director of global marketing and branding for commercial textiles at Lenzing AG. In addition to strengthening the overall brand posture in 2018 and launching TENCEL Lyocell in 19925, TENCEL has
been working to provide the world with novel, environmentally friendly textile fibers1,2,3. The most recent development of TENCEL brand expands on our vision to spearhead resource-efficient4 and circular business practices 1,6,7 attributed to our fibers, from raw material sourcing8 to end-of-life disposal of consumer products 9 . To facilitate real change in the value chain, everyone in the industry needs to transform together1,2 . We will continue to build stronger collaborations and dedicate our efforts to creating a future for fashion that we can all be proud of. 1,2
Leveraging the potential of creativity, cooperation, and openness The foundation of TENCEL is a profound reverence for the natural world1,4. Regenerated TENCEL branded 10 biodegradable fibers are made utilizing resources that are properly obtained from forests that are maintained sustainably8. effective techniques4 Lenzing is experimenting with and using waste materials like to improve circularity. Utilizing cotton waste and orange peel, special edition TENCEL Lyocell fibers highlight the brand’s steadfast dedication to promoting innovative sustainable textiles1.
Collaboration has also been a major factor in the TENCEL brand’s expansion. TENCEL has sparked a revolution in the processing and uses of fibers, from the first waterless dyeing technology11 for wood-based cellulosic fibers to the first plastic-free alternative12 for stretch textiles. Cooperation has furthermore resulted in the TENCEL’s reach is increased by bringing items created with fiber advancements to merchants, red carpet events, and fashion shows.
TENCEL offered unparalleled visibility2 of raw material certification in the market by publishing its whole set of fiber claims on a dedicated webpage, in a sector that places a high value on openness. TENCEL fibers are traceable through every step of the textile production process thanks to Lenzing’s fiber identification technology. This not only helps strengthen trust within the value chain, but also empowers consumers to make informed purchasing decisions.
