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TENCEL and PAUSE partner to create sustainable collection

27
Nov '19
Pic: Lenzing
Pic: Lenzing
TENCEL has announced its partnership with slow fashion label PAUSE to create a sustainable collection. The collection titled ‘Ethical and Edgy’ brings together the perfect balance of utility and multifunctional clothing. Each ensemble has been created with the utmost care and an eye for detail, allowing it to be worn and styled in different ways.

The structure of the garments highlights the features of TENCEL fibers, giving it a smooth, soft finish and fluid texture. This capsule collection features a range of deconstructed separates – jackets that convert to dresses, dresses which convert to tops, making fashion choices limitless. To elevate the sustainability quotient, the embellishments used in the collection are created from recirculated fabric and fabric scraps.

“We at Lenzing are excited to have collaborated with PAUSE to create this capsule collection. With increase in consumer awareness on the ecological strain created by the fashion industry, sustainability is the need of the hour. PAUSE has helped us to reinforce the importance of ethical clothing and innovations driven to increase an interest among consumers towards sustainable fashion. The collection is trendy, while at the same time brings together the sustainability factor, redefining everyday fashion,” said Arpit Srivastava, Branding and Marketing, South Asia Lenzing Group.

“At Pause, comfort is our top priority. Therefore it was only natural for us to gravitate towards TENCEL fibers from the get go. Our mission is to create slow fashion but using rapid innovation and technology in our raw materials. Staying true to TENCEL™’s core competency- each garment is light and breathable along with a plethora of performance features and at the same time is high on sustainability. The silhouettes are feminine yet androgynous, structured but at the same time fluid allowing the customer to express themselves and to choose who they want to be,” said Neha Modi & Neha Tham– Founders of PAUSE.

Sustainable fashion has been conceived as a niche fashion category catering to a specific set of consumers. As a major misconception of such brands having higher prices for products and a limitation in clothing options to choose from, consumers tend to move towards fast fashion brands that are in sync with the trends and styles without burning a hole in the pocket. This association has helped build the idea that sustainable fashion can be trendy and contemporary.

TENCEL branded fibers are derived from sustainably managed forests and manufactured using an award-winning closed-loop process that produces fibers with a significantly lower carbon footprint and thus helps lower the ecological balance. With features like smoothness, breathability, colour retention and biodegradability, this is the perfect alternative option for both designers and consumers moving towards eco-fashion.

Pause is a sustainable brand, that launched a little under 3 years ago, and since then the brand has gone from strength to strength. Pause began with pop-up stores across India – covering multiple cities in a short span of time. In September 2017, Pause opened their first store in Pali Hill, Bombay. Housed in a two-storey bungalow, the store carries a complete ready-to-wear collection and plays host to a number of events and special launches. Pause focuses on using eco-friendly fabrics with minimal waste generation and has become the go to brand for many Indian celebrities like Kareena Kapoor & Malaika Arora Khan.

TENCEL™ is the textile specialty brand under The Lenzing Group that covers textile specialty product offerings for apparel and home. The TENCEL™ product brand portfolio defines a new evolutionary step in terms of sustainability, functional benefits, and natural comfort and caters for distinctive everyday usage or application. Product brands under TENCEL™ includes TENCEL™ Active, TENCEL™ Denim, TENCEL™ Home, TENCEL™ Intimate and TENCEL™ Luxe.

Featuring botanic origin and biodegradable quality, TENCEL™ Modal and TENCEL™ Lyocell fibers can enhance breathability of fabrics and have minimal static charge when used in fabrics. Fabrics made of TENCEL™ Modal and Lyocell fibers are also gentle on skin with smooth, long-lasting softness, colour vibrancy and colour retention features. Through moisture management, TENCEL™ Lyocell fibers absorb moisture efficiently. With less available moisture formed on the surface of the fiber for bacteria to grow, TENCEL™ Lyocell fibers provide a less favourable environment for bacterial growth, offering better hygienic qualities. Moisture management and thermal regulation fiber properties can be found in TENCEL™ Home and TENCEL™ Active branded fabrics.

Fibers used under the TENCEL™ brand are derived from certified and controlled sources following the stringent guidelines of the Lenzing Wood and Pulp Policy. Namely TENCEL™ Modal and TENCEL™ Lyocell, both cellulosic fibers are produced via responsible production processes and are compostable and biodegradable. TENCEL™ Modal and TENCEL™ Lyocell are designated by the USDA (U.S. Department of Agriculture) BioPreferred® Program.

The Lenzing Group stands for ecologically responsible production of specialty fibers made from the renewable raw material wood. As an innovation leader, Lenzing is a partner of global textile and nonwoven manufacturers and drives many new technological developments. The Lenzing Group’s high-quality fibers form the basis for a variety of textile applications ranging from elegant ladies clothing to versatile denims and high-performance sports clothing. Due to their consistent high quality, their biodegradability and compostability Lenzing fibers are also highly suitable for hygiene products and agricultural applications.

(Except for the headline and the first para, this story has not been edited by Fibre2Fashion staff.)

Fibre2Fashion News Desk (PC)


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