News Flash

Tencel strengthens global sustainability movement

05 Nov '20

3 min read

Pic: Tencel

Lenzing’s Tencel brand has strengthened its global sustainability movement amid the COVID-19 pandemic, with a renewed focus on quality of life; personal health, the wellbeing of people around, the future generations, and the environment. Tencel is Lenzing’s flagship brand for textiles, which is used for a variety of highly specialised applications.

Despite unconventional challenges, the Tencel brand has remained driven in its advocacy for sustainability toward textile business customers and consumers. The brand conducted an extensive global survey to analyse consumers’ purchasing trends and behaviours in ethical apparel and home textiles, as well as unveiled its ‘true carbon zero’ campaign to commit to a 50 per cent reduction in its carbon emissions by 2030 and a net-carbon-zero goal by 2050. Looking forward to a holistic recovery, the Tencel brand will continue to work closely with stakeholders to initiate projects and collaborations to further promoting greater eco-consciousnesses and sparking industry reform, the company said in a media statement.

Lenzing unveiled its Tencel ‘true carbon zero’ campaign and carbon zero Tencel branded lyocell and modal fibres in another bold move towards lowering carbon emissions and energy consumption across its supply chain. Lenzing also introduced a leading approach to carbon neutrality with ‘reduce-engage-offset’, designed to lead the company to a 50 per cent reduction in emissions by 2030 and net carbon-zero status by 2050.

Surveying 9,000 conscious consumers across nine countries, Lenzing released its ‘Global Consumer Perception Survey on Sustainable Raw Materials in Apparel and Home Textiles’ to access their perceptions and behaviours towards sustainable clothing and home textile products. Key findings of the survey provide insights to better understand consumer habits, what influences their buying decisions, and the need for greater industry transparency.

This year, the Tencel ‘Feels So Right’ movement won the ‘Global PR Breakthrough’ award at the PRWeek Global Awards, and three awards at the SABRE Asia-Pacific Awards. Additionally, at the Content Marketing Awards, the Tencel Denim team also won the ‘Best Topic Specific Blog’ for ‘Carved in Blue’. Each prestigious award is a testament to the Tencel brand’s hard work through various communications channels and activities to advocate for the fibre industry and eco-conscious fashion.

The Tencel brand joined forces with Camper to continue pushing the boundaries with design-driven innovation and unique seasonal collections. Camper is the first footwear brand to feature a knitted upper women's boot using Tencel branded lyocell fibres, and the Tencel brand strives to continue collaborating with like-minded partners to further drive sustainability in the industry.

The Tencel brand launched it’s first-ever Lenzing executive Q&A series, ‘Tencel Insights’ to provide expert perspectives and guidance on key industry topics to keep the sustainability conversation flowing. Topics covered included specific industry hot issues to general trends in the textile industry, for example, post-pandemic outlook.

As consumers are rapidly gaining awareness around circularity and brands are placing pressure on the supply chain to address the significant textile waste issues, the Tencel brand, Officina +39 and Meidea, created the bespoke ‘The Circle Book’, to explore these issues. The Tencel brand is pushing forward sustainable models and upgrading innovative technologies like Refibra to set an example of how companies can collaborate to achieve greater circularity. ‘The Circle Book’ provides further insights into the solutions being developed and applied within the industry.

Fibre2Fashion News Desk (GK)

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