✤ TENCELTM’s redesigned brand identity, which embraces the “Nature. Future. Us.” theme, strengthens its commitment to empowering value chain partnerships to promote positive change in the textile industry1.
✤ Wood-based fibers bearing the TENCELTM brand continue to promote cooperative innovation in sustainable textile solutions, redefining fiber standards and enabling conscientious consumer choices.2.
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, featuring 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 customers and value chain partners are endorsing more and more. The calculated realignment would allow TENCEL to traverse the textile industry’s changing terrain1,2 via the constant dedication to providing resource-efficient and environmentally aware fiber-based 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. After launching TENCEL Lyocell in 19925 and strengthening the brand’s positioning overall in 2018, TENCEL has been working to provide the world with novel, environmentally friendly textile fibers1,2,3. The most recent development of TENCEL brand builds on our goal to be the leader of circular and resource-efficient business practices. As ascribed to our fibers, 1, 6, 7. from the procurement of raw materials8 concerning the disposal of consumer goods at their end of life To enable a genuine shift in the value chain, the industry as a whole must change collectively1,2 We’ll keep fostering closer partnerships. and commit ourselves to building a fashion future in which we can all take pride. 1, 2
Leveraging the potential of creativity, cooperation, and openness The foundation of TENCEL is a profound reverence for the natural world1,4. TENCEL regenerated10, branded biodegradable Fibers are manufactured with resource efficiency and are derived from forests that are maintained sustainably8.4 .. Lenzing has demonstrated its steadfast dedication to promoting sustainable textile innovation by experimenting with and employing waste materials like orange peel and cotton waste in the creation of limited edition TENCEL Lyocell fibers, which will increase circularity1.
Collaboration has also been a major factor in the TENCEL brand’s expansion. TENCEL has sparked a revolution in the processing and applications of fibers, from the first waterless dyeing technology11 for wood-based cellulosic fibers to the first plastic-free alternative12 for stretch fabrics. Through collaboration, TENCEL’s reach has been expanded to fashion shows, red carpets, and stores for products manufactured using fiber advances.
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 transparency. TENCEL fibers are traceable through every step of the textile production process thanks to Lenzing’s fiber identification technology. In addition to fostering trust along the value chain, this gives customers the power to make wise purchasing decisions.
Customers may feel secure knowing that they are selecting sustainable, traceable fibers that ensure quality, comfort, and durability when they see the TENCEL trademark. In order to empower value chain clients and increase our influence, we will keep building trust and collaborating with like-minded partners as we promote fiber innovation1,2.
According to Kit Ping Au-Yeung, Executive Vice President of Global Textiles Business at Lenzing AG, “We will also continue to improve our fiber identification technologies and Lenzing E-Branding Service offerings, to make transparency and traceability a norm across various stages of textile production.”
On August 27–29, 2024, at the Lenzing booth E55 in Hall 4.1 of the Intertextile Shanghai Apparel Fabrics Trade Fair, the new TENCEL branding will be introduced.
