Introducing the Updated TENCEL™ Brand Identity
Lenzing Group is focused on driving positive change within the industry through innovation and collaboration, developing wood-based fiber solutions and encouraging manufacturers and brands to adopt these materials.
To help communicate this ethos and commitment, we are introducing a revamped brand identity for our flagship fiber brand TENCEL™: “Nature. Future. Us.”
“The new theme ‘Nature. Future. Us.’ creates a very inspiring and inclusive voice for TENCEL™,” said Eva McGeorge, senior director of global marketing and branding, commercial textiles at Lenzing AG. “Since introducing TENCEL™ Lyocell in 1992 and bolstering the overall brand positioning in 2018, TENCEL™ has been striving to bring innovative, sustainable textile fibers to the world. The latest TENCEL™ brand evolution expands on our vision to spearhead resource-efficient and circular business practices attributed to our fibers, from raw material sourcing to end-of-life disposal of consumer products.”
Nature is intrinsically part of the TENCEL™ brand. The lyocell and modal fibers are made from trees sourced from sustainably managed forests. A resource-efficient production process also contributes to environmentally conscious fibers. Because they start from the earth, the fibers can also return to the earth at the end of their lifecycle with biodegradable properties.
In addition to wood pulp, we have continued to innovate TENCEL™ by incorporated waste material like textile scraps and orange peels for special varieties of the fibers. Other developments have tackled steps further down the chain, including waterless dyeing and a stretch solution that is plastic-free.
Transparency has been another pillar of our efforts. We have fiber identification solutions to support the authenticity of our materials, and we created a dedicated webpage for our fiber claims.
“When consumers see the TENCEL™ trademark, they can rest assured that they are choosing renewable, traceable fibers that guarantee quality and comfort,” said Kit Ping Au-Yeung, executive vice president of global textiles business at Lenzing AG. “As we foster fiber innovation, we will continue to bolster trust and collaboration with like-minded partners, to empower value chain customers and amplify our impact. We will also further refine our fiber identification technologies and Lenzing E-Branding Service offerings, to make transparency and traceability a norm across various stages of textile production.”
The ”us” in the new branding stands for Lenzing’s collaborative spirit. Lenzing has worked with designers to bring its materials to fashion shows, red carpets and more. We are also working with organizations and partners who are committed to reducing the impact of textiles, driving progress together and protecting Earth’s future.
“To facilitate real change in the value chain, everyone in the industry needs to transform together,” said Eva. “We will continue to build stronger collaborations and dedicate our efforts to creating a future for fashion that we can all be proud of.”
Learn more about the TENCEL™ story here.