TENCEL Segarkan Identitas Merek, Dukung Inovasi Bersama Untuk Industri Tekstil Yang Lebih Tanggung Jawab

Photo: Special

JAKARTA - The Lenzing Group, a regenerated supplier of cellulose fiber for the textile and non-woven industries, today launched the latest evolution of its flagship textile brand TENCELTM, with a refresh on the tagline being Nature. Future. Us.

This latest brand identity is a manifestation of a commitment to TENCELTM's hard efforts to embrace innovation and empower collaborations that focus on driving changes in the textile industry to safeguard the future of the earth we live in together. The evolution of TENCELTM originated from the deep respect of this brand for the earth, which is increasingly echoed by consumers and partners in the value chain.

This strategic change will allow TENCELTM to navigate the growing landscape of the textile industry through a sustainable commitment to provide fiber solutions that consider environmental and resource-efficient impacts.

"The new theme Nature. Future. Us. creates a very inspiring and inclusive voice for TENCELTM," said Eva McAry, Senior Director of Global Marketing and Branding, Commercial Textiles, Lenzing AG, in a statement, Tuesday, August 27.

"Since introducing TENCELTM Lyocell in 1992 and affirming the overall brand position in 2018, TENCELTM has been working hard to bring innovative and sustainable textile fibers to the world. The latest evolution of the TENCELTM brand expands our vision to spearhead efficient business practices of resources and circular business practices, for our fibers, from the stages of procuring raw materials to disposing consumer products at the end of their lifetime. To facilitate real changes in value chains, we believe that everyone in the industry needs to transform together. We will continue to build stronger collaboration and dedicate our efforts in creating a future fashion that we can be proud of together," he added.

TENCELTM is a brand that was born based on deep respect for nature. This recycled and decomposable fiber with the TENCELTM brand comes from forests that are managed in a sustainable and manufactured using a resource-efficient method.

In order to increase circulality, Lenzing has been experimenting with the use of waste ingredients such as orange skin and cotton waste in the production of the special edition of TENELTM Lyocell fiber, which demonstrates a strong brand commitment to support sustainable textile innovation.

The growth of the TENCELTM brand is also driven by collaboration. Starting from the first waterless coloring technology for wood-based cellulose fibers to the first plastic-free alternative for elastic cloth, TENELTM has become a catalyst in the revolution of fiber manufacturing and application. All of these collaborations have brought products made using fiber innovation to fashion shows, red carpets, and retailers that make TENCELTM even more affordable.

In industries that really appreciate transparency, TENCELTM has released a variety of complete information ranging from fiber claims on web pages, as well as the visibility of certified raw materials in industries that have not existed before. Lenzing fiber identification technology allows tracking of TENCELTM fibers across the textile production stage. This not only helps strengthen confidence in the value chain, but also supports consumers to make the right purchase decisions.

When consumers look at TENELTM trademarks, they can be sure that they choose sustainable and traceable fibers, guaranteeing their quality and convenience. While encouraging fiber innovation, we will also continue to strengthen trust and collaboration with partners who have the same vision, to enable customers in the value chain, thereby strengthening the positive impact we generate. We will also continue to improve the improvement of fiber identification technology and offering of E-Branding Lenzing Services, which will make transparency and tracking as a standard in various stages of textile production, "explained Kit Ping Au-Yeung, Executive Vice President of Global Textiles Business at Lenzing AG.