Advance Denim’s Matte TENCEL™ Collection Combines Style, Comfort & Sustainability
Consumers expect a lot from their denim. Style and comfort are equally important, and the materials used to construct jeans must have this dual performance.
Matte TENCEL™ Lyocell fits the bill. The wood-based fibers—launched in 2021—carry the softness and breathability of conventional TENCEL™ without the shine, allowing mills to create the traditional denim looks that are currently on trend.
For more than 15 years, China-based manufacturer Advance Denim has been incorporating TENCEL™ fibers into its collections, choosing them for their eco-friendly attributes. In the latest evolution of this partnership, Advance Denim is using matte TENCEL™ Lyocell in its Denim Collection, a line that aims to “redefine the denim landscape” through fashion, function and sustainability.
“Matte TENCEL™ fibers are an extremely important innovation for the denim sector as they address the need for responsible denim made with less shine for a more vintage look,” said Amy Wang, general manager of Advance Denim. “Many brands are currently looking for styles that meet this criterion while also providing softness and drapability for wide-leg jeans. Matte TENCEL™ fibers create the perfect mixture of performance and sustainability without sacrificing that true vintage indigo look.”
Matte TENCEL™ fibers not only look like vintage denim, but over time, their resemblance to cotton jeans grows. “The matte denim in the Denim Collection, achieved by using matte TENCEL™ fibers, not only has exceptional softness to the touch, but its fiber properties also make the denim more like traditional cotton jeans after washing,” said Amy. “This will enable the final garments to retain the intended retro style of the fabric.”
Starting from its founding in 1987, Advance Denim has focused on sustainability and innovation. The mill responds to market trends to develop styles that are creative and in-demand. “Sustainability and innovation have always been one of Advance Denim’s core beliefs,” said Amy. “We continue to work closely with our suppliers to apply the latest sustainable fiber technology to fabrics and bring denim products that meet the demand for environmental protection practices while being stylish and comfortable at the same time.
“Our long-term partner Lenzing shares the same values as us,” she added. “Denim products that incorporate TENCEL™ branded fibers have a specific hand feel and sustainability edge that meet current market needs and have been well received by consumers.”
Advance Denim has customers across the globe. Some of its key markets are China, the United States and Europe, and it also “[sees] a lot of potential” in Japan and South Korea.
“Investing in fiber innovation to increase the design versatility of our offerings, such as matte TENCEL™ fibers, is a top priority for Lenzing, as it helps empower our brand partners in addressing the needs of the growing number of conscious consumers,” said Dennis Hui, global business development manager, denim at Lenzing. “We are excited to build on our partnership with Advance Denim and combine our fiber solutions with their vast reach in the textile sector to set new benchmarks for eco-conscious denim and drive positive change in the fashion industry.”