TENCEL™ Denim Takes Trends and Textile Innovations on the Road
Moving sustainability forward in denim is going to require collaboration up and down the value chain. Our recent activation sought to bring key players together for education, inspiration and interaction to advance the use of TENCEL™ fibers.
On Aug. 9, our TENCEL™ Denim Road Show gathered the denim community in Guangzhou. Held in collaboration with the China Textile Information Center, the event aimed to expand awareness for TENCEL™ fibers while also providing a platform to inform the industry on our innovations, including matte TENCEL™, TENCEL™ Modal with Indigo Color technology and TENCEL™ Lyocell with REFIBRA™ technology.
The participation exceeded our expectations. Among the 141 total attendees were our value chain partners, including spinners, fabric mills and brands such as Miss Sixty and Shein. We also had 14 Lenzing colleagues join, as well as guests from associations.
Kicking off the programming, Li Binhong, director of the National Textile Product Development Center, and Lenzing’s global vice president of marketing and branding Harold Weghorst gave opening remarks. China Cotton Textile Industry Association’s vice president Wang Yao spoke about the state of China’s denim industry, and China Textile Information Center’s deputy director of the fashion trend department Li Xiaofei presented sustainable trends for Fall/Winter 2024-25.
Tuncay Kilickan, head of the Lenzing Denim team, addressed the attendees virtually, while in another portion, Dennis Hui, Lenzing’s global denim business development manager, and Elyn Zhu, Lenzing Group technical advisor, discussed the positives of TENCEL™ Denim.
Many of our supply chain collaborators also appeared on stage. Amy Wang, the general manager of Advance Denim, gave a presentation on TENCEL™ fiber innovations and the outlook for denim. Jeanologia’s China manager Danny Zheng talked about “Mission Zero” for the denim supply chain.
Providing inspiration for attendees, the Road Show included a fashion show from TENCEL™ and Advance Denim. Additionally, four of our denim mill partners—Advance Denim, Panther Denim, Prosperity Textile and Seazon Textile—showcased collections in a Denim Market.
We also highlighted our Simple Pleasures Sustainable Denim Wardrobe collection, Zero Cotton and Zero Virgin Cotton concepts.
In addition to the guests gathered in-person, the livestreamed event garnered thousands of views on WeChat and VChat.
Our hope is that this event strengthens the value chain for more sustainable developments.