Carved in Blue Makes Its Industry Debut
Guests at Kingpins NY were able to “carve” their name into a piece of history earlier this month, as Lenzing debuted its new Carved in Blue blog at the industry trade show.
Invitees were asked to carve their names into a wood guest book, a reference to the new Carved in Blue blog, a platform which Lenzing will use to delve into inner workings and innovations of the denim industry.
From creative coverage on mills that make some of the world’s most-wanted denim to key insights from brands bringing novel denim made with TENCEL® and Lenzing Modal® branded fibers to the market, Carved in Blue will serve as a prime platform to share the stories of those whose roots run deep with denim.
“We have been telling our denim stories for years and recently observed an increasing development of TENCEL® and Lenzing Modal® fibers in the denim market,” says Lenzing’s Director of Global Business Development for Denim, Tricia Carey. “It has been amazing to reminisce on the early days of TENCEL® fibers and our evolution in denim fashion trends and core collections. We built Carved in Blue to have a digital platform to tell our tales and those of our customers while capturing the vigor our fibers bring to the denim market.”
Adding Carved in Blue to its portfolio is the latest endeavor in Lenzing’s broader business aims of increasing its share of revenue generated by eco-friendly specialty fibers to 50 percent by 2020 and getting closer to its customers, two key cornerstones in the company’s scoreTEN strategy.
“The future vision of Carved in Blue is that it will grow with the denim market and inspire new ideas as we continue to build our blue history,” Carey said.