Tencel branded fibres are sourced from sustainably managed forests and produced using resource-efficient methods. Credit: Shutterstock.

Lenzing Group’s new branding theme for Tencel of “Nature. Future. Us.” was revealed at the Intertextile Shanghai Apparel Fabrics Trade Fair.

The update aims to align Tencel with evolving industry trends, emphasising innovation, collaboration, and sustainability and comes in response to increasing consumer and industry partner endorsement of eco-conscious practices.

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Tencel branded fibres are sourced from sustainably managed forests and produced using resource-efficient methods. The company has been experimenting with waste materials like orange peel and cotton waste in fibre production to enhance circularity.

Eva McGeorge, senior director of global marketing and branding, commercial textiles at Lenzing AG, stated the new theme creates an “inspiring and inclusive voice” for Tencel.

McGeorge added: “The latest Tencel brand evolution expands on our vision to spearhead resource-efficient and circular business practices attributed to our fibres, from raw material sourcing to end-of-life disposal of consumer products. To facilitate real change in the value chain, everyone in the industry needs to transform together.”

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Collaboration has been key to Tencel’s growth, leading to innovations such as waterless dyeing technology for wood-based cellulosic fibres and plastic-free alternatives for stretch fabrics. The brand has also focused on transparency, publishing a full set of fibre claims on its website and developing fibre identification technology for traceability across the textile production chain.

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Kit Ping Au-Yeung, executive vice president of the global textiles business at Lenzing AG, added the Tencel trademark assures consumers of renewable, traceable fibres that guarantee quality and comfort.

He explained that Lenzing Group plans to continue refining its fibre identification technologies and E-Branding Service offerings to promote transparency and traceability in textile production.

Fashion brand Diane von Furstenberg (DVF) joined forces with Lenzing Group in June to incorporate Lenzing’s Tencel and Ecovero fibres into its flagship collection of everyday fashion items and selected accessories.