Blue Turns Green: Marking Earth Day’s Milestone
As Earth Month celebrates its 50th birthday, we’re shining a light on our partner brands that are making strides in sustainability.
Throughout the month of April, the TENCEL™ Instagram account and website will be featuring more than 20 labels that use our fibers as part of their efforts to reduce their environmental impact.
While sustainability conversations have to some degree taken a backseat due to the challenging times the world is facing due to the coronavirus, the global health crisis is raising awareness of an even greater need for environmental and social responsibility. Caring for people and planet is more important than ever.
“While the COVID-19 crisis may be at the forefront of our minds on the 50th anniversary of Earth Day, we are reminded more now than ever of our interconnectedness,” said Allison Charalambous, senior manager, sustainability and social responsibility, at Lucky Brand. “As in this crisis and in our fight to slow climate change, we must act as a global community. Because our individual actions have a global impact.”
Starting April 1, we’ve been highlighting a different brand each day. Beyond using TENCEL™ branded lyocell fibers, the featured labels—from Kings of Indigo to Guess—are shrinking their water usage and supporting eco-conscious causes.
For instance, California-based carbon-neutral denim brand Boyish Jeans offsets its eco footprint and plants a tree for every pair of jeans it sells. The brand’s newly launched Super Eco Rigid fabric is comprised of 83 percent recycled materials, including fibers made with TENCEL™ x REFIBRA™ technology, which repurposes cotton waste from garment manufacturing.
“It’s a sign of progress and that we can all reduce our impact on mama earth if we do it together,” noted Jordan Nodarse, creative director of Boyish Jeans.
Triarchy is on a mission to reduce the amount of water consumed in the denim production process by leveraging technology such as lasers. The denim brand is also tackling the issue of water accessibility in rural Mexico in partnership with the Isla Urbana project, which sets up rainwater harvesting systems in communities.
Looking to do its part, Lucky Brand has committed to a number of the United Nations’ Sustainable Development Goals, including good health and well-being, responsible consumption and clean water and sanitation.
The current situation could have a positive impact on sustainability, potentially fostering more collaboration and awareness.
“Earth Day is a yearly reminder for us to remember that we are all guests here,” said Adam Taubenfligel, creative director of Triarchy. “This year especially the message is loud and clear. As we’ve all adjusted to working from home, we can already see that our digital footprint is a powerful tool to save our actual footprints form treading all over the earth—a realization I hope we all remember when this is all behind us.”
With a clear eye on the future, Mavi is doing their part by integrating technology to better the planet by continuing their denim collaboration with sustainable and eco-friendly premium denim look for SuperSoft collection. Made with TENCEL™ lyocell, a sustainable wood-based fiber that offers breathability and softness, SuperSoft has been positioned as the core group globally for the past three seasons.
“As a brand, our heart beats with denim and we passionately strive to develop the best, most innovative denim in the world,” said Cüneyt Yavuz, CEO of Mavi. “As we look to the future, we are looking to steer Mavi, the company and the products we make, to have a basic regard and respect for humans and to limit the depletion of the earth’s resources. This approach now brings to life Mavi’s most sustainable denim collections to date, Organic Move and Recycled Blue, designed with clean materials including recycled cotton, organic cotton, and upcycled components. Developed and produced using innovative laser technology and eco-conscious washing techniques that use less water and energy.”
The eco-conscious collection of Guess highlights the use of fibers which have a lower environmental impact.
“The 50th anniversary of Earth Day, timed with the global pandemic of 2020, is teaching us about human vulnerability,” said Jaclyn Allen, director of corporate sustainability at Guess. “Earth Day is not just about ‘saving the planet’ – it’s about saving ourselves! If we personally and collectively make this realization, perhaps then we will be the change we need to see. “
Follow the campaign on Instagram and the TENCEL™ website. And see a full list of our brand partners here.