Lenzing Ecovero marks entry into Indian fashion brands

"With climate change and global warming becoming a stark reality, conversations around making concrete changes to sustaining our ecology are now mainstream. Consumers are eager to understand how their choices make a difference and asserting them for the sake of the world they live in. Leading this trend is a growing demand for sustainable fashion within the Indian market and we are delighted to expand our existing association with The House of Anita Dongre to Global Desi and AND – their young and vibrant brands with a global appeal. The given popularity of the brands will allow us to reach out to a wider audience in India and reinforcing the importance of adopting sustainable choices," said Avinash Mane, commercial head, South Asia, Lenzing AG.

"As nature and animal lover, and a vegan, I feel very strongly about our impact on the environment. The fashion industry is the second largest polluting industry in the world and therefore sustainability is the need of the hour. At the House of Anita Dongre, we are striving to be sustainable and are making firm efforts to reduce our environmental footprint," said Anita Dongre, chief creative officer, House of Anita Dongre.

Lenzing Ecovero is an innovation by the Lenzing Group, makers of Tencel fibres. Tencel is also part of the FW19 collection with both brands. 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, making it one of the best sustainable fibres in the industry.

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.

Fibre2Fashion News Desk (PC)