Lenzing Enlists Brand Partners to Plant a Tree for Each TENCEL™ Product Sale During Earth Month
At an event to launch the Tencel Earth Month campaign, “From Trees, For Trees,” guests didn’t receive the swag bags full of disposable goodies that are common at industry gatherings. Instead, every guest, from mill workers to eco-fashion influencers, to members of the media, was given a certificate indicating that a tree was planted in their name by the non-profit One Tree Planted.
If the rest of April goes how Lenzing and its retail partners anticipate, thousands more trees will be added to that total.
Lenzing’s Tencel brand is partnering with BN3TH, Blu Salt, Triarchy Denim, Boyish Jeans, Bearaby, Hoot, and Malouf for this year’s Earth Month campaign. For every purchase of a Tencel lyocell or modal product sold through the retail partners’ websites during the month of April, Tencel will donate a tree. This year’s campaign will support the replanting of trees in the California forests devastated by last year’s wildfires, which burned more than 876,000 acres of forest. Additionally, consumers can like and share Earth Month-related posts on the brand partners’ Instagram channels to increase donations. For every 50 likes or 10 shares a post receives, Tencel will plant an additional tree.
“Tencel really is the poster child for circularity and sustainability,” said Jordan Nodarse, creative director of Boyish Jeans. “I went to the company’s factory in Austria, and it’s eye-opening to see manufacturing without waste.” Nodarse went on to say that he’s proud Boyish Jeans can be part of a campaign that produces real results, especially in an era where “greenwashing” is a popular corporate hobby. “Everyone in fashion is taking shortcuts so they don’t have to do the work,” Nodarse said. “It’s hard for customers to know who to trust.”