Austria’s Lenzing The brand theme for Lenzing AG’s signature Tencel fabric has been revised, paying homage to cooperative innovation in sustainable textile solutions.
This week at the Intertextile Shanghai Apparel Fabrics Trade Fair, the new theme, “Nature. Future. Us,” was introduced.
Tencel’s revised brand identity aims to convey the company’s innovative spirit, collaborative approach to advancing sustainable solutions, and dedication to providing fiber solutions that are both resource- and environmentally-efficient.
According to Eva McGeorge, senior director of worldwide marketing and branding for commercial textiles at Lenzing AG, the phrase aims to be both inclusive and inspirational.
“Tencel has been working to introduce innovative, sustainable textile fibers to the world since introducing Tencel Lyocell in 19925 and strengthening the overall brand positioning in 2018,” the spokesperson continued.
The resource-efficient and circular business methods associated with cellulosic fibers have been extended by Tencel’s latest innovations, including everything from the procurement of raw materials to the final disposal of consumer goods.
McGeorge stated, “Everyone in the industry needs to transform together in order to facilitate real change in the value chain.” “We will keep forging closer ties with one another and commit our energy to bringing about a future in fashion in which we can all take pride.”
According to Kit Ping Au-Yeung, EVP of global textiles business at Lenzing AG, the manufacturer intends to further improve its fiber identification technologies and Lenzing E-Branding Service offerings with the goal of making transparency and traceability a standard across various stages of textile production.
“Consumers can be confident that they are selecting renewable, traceable fibers that ensure quality and comfort when they see the Tencel trademark,” the spokesperson stated.