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Lenzing unveils Tencel branded denim ecommerce shop
17
Feb '17
Lenzing, leading supplier of high-quality, botanic cellulose fibres, ranging from dissolving pulp to standard and specialty cellulose fibres, to the textile and nonwovens industry, has expanded further into the consumer market with a dedicated Tencel branded denim ecommerce shop featuring the campaign: “Know What You’re Made Of: Comfort Starts Inside.”

The Tencel branded denim shop was launched on February 15, 2017 on ShopStyle, which reaches nearly 600,000 shoppers and influences $1 million in retail spending each month. Featuring more than 50 denim styles that include the super-soft Tencel lyocell fibre, the shop showcases denim partners Bella Dahl, DL1961, Level 99, Mavi, NYDJ, and the Blue Shirt Shop. The Tencel denim shop will be highlighted on ShopStyle’s homepage and through a prominent blogger campaign with supportive editorial and advertising on Popsugar, Refinery29, Fashionista, and Sourcing Journal.

Denim with Tencel fibre brings comfort, nature, and technology into one product. Tencel fibres are derived from wood pulp and are produced in closed-loop manufacturing processes at Lenzing facilities in the US, the UK, and Austria.

Tricia Carey, director of global business development for denim at Lenzing said, “This shop connects directly with consumers who are seeking distinctively comfortable denim products, featuring brilliant new spring styles from prominent US and European brands. Tencel fibres are the ideal addition for denim breathability and softness – this campaign highlights those attributes and appeals to consumers interested in making educated buying decisions.” (GK)

Fibre2Fashion News Desk – India


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