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Abraham & Thakore to launch Lenzing Ecovero at LFW

Aug '19
Pic: Abraham & Thakore
Pic: Abraham & Thakore
In an ode to Sustainable Fashion Day at this season's Lakmé Fashion Week (LFW), Abraham & Thakore will be presenting their latest collection celebrating the iconic Indian garment, ‘Kurta’ using Lenzing Ecovero, a sustainable and environmentally responsible viscose fibre as Day 2 finale. Lenzing Ecovero is an innovation by Lenzing, makers of Tencel fibres.

This will be the first showcase of Lenzing Ecovero as a fibre ingredient at the LFW and their first collaboration with the designer brand to include a range for both men and womenswear, said Lenzing in a press release. The development of this collection starts with Ecovero fibres used to produce fine sustainable fabrics. The inspiration behind this year’s collection is to blend the old traditional carving and printing method with new-age technology to reinvent the timeless and customary Kurta – integrate the state of art manufacturing technology of Ecovero fabric with the age-old textile wooden hand block printing.

Lenzing Ecovero is a sustainable viscose brand manufactured only from certified and controlled wood sources and produced with significantly lower emissions and water than generic viscose. This is a substantial upgrade from normal viscose, which is known for its not so environment friendly production process. This ensures tailoring sustainable lifestyles choices, contributing to a cleaner environment.

"This is an exciting opportunity for us to investigate and contemporise Indian clothing traditions through the prism of sustainable practices," said designers Abraham and Thakore.

"We are pleased to introduce our sustainable viscose brand – Lenzing Ecovero at this season's Lakmé Fashion Week. Post the overwhelming feedback received on our past associations with our flagship brand – Tencel, we believe sustainable fashion has now evolved from being a conversation starter to many fashion brands adopting methods of using alternative fibre resources to create their products. Abraham & Thakore are one of the most reputed designers in the Indian fashion industry and through this collaboration, we hope to create a narrative around alternative fibre resources in prêt wear. We look forward to more associations with them in the future," said Avinash Mane, commercial head, South Asia, Lenzing AG.  

"Lakmé Fashion Week is happy to collaborate with Lenzing Ecovero to contribute towards a greener planet and hope this innovation will turn into a movement which begun with our association with Tencel for the past 3 seasons. LFW has pushed the agenda towards sustainability for the past few years and we are glad that the conversation is developing strongly with brands and consumers now consciously adopting this narrative," said Jaspreet Chandok, vice president and head of fashion, IMG Reliance.

With 80 years of experience, the Lenzing Group is the only company in the world which produces significant volumes of all three wood-based cellulose fibre generations. The Lenzing Group is an international company that produces high-quality fibres made with wood pulp from sustainable tree farms. Derived from certified renewable wood sources using an eco-responsible production process by meeting high environmental standards, Lenzing Ecovero fibres tailor to a sustainable lifestyle, contributing to a cleaner environment. (PC)

Fibre2Fashion News Desk – India

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