Lenzing’s Carved in Blue Celebrates 5 Years of Denim Storytelling
In the five years since Lenzing’s Carved in Blue blog launched, it has become a multimedia darling of the denim scene.
Along with amplifying the stories of partners that use Lenzing’s fibers such as Tencel and Tencel x Refibra in their collections, the platform has been a transformative B2C and B2B communication tool that now encompasses news articles, social media, videos, webinars, ecommerce, a YouTube channel and most recently, a podcast series called Blue Cast.
In 2020, Carved in Blue was awarded “Best Topic Specific Blog” by the Content Marketing Institute, an annual award by the education and training organization. The accolade—along with the industry’s positive response—are affirmation of what Carved in Blue creators Tricia Carey, Lenzing director of global business development for denim and Michael Kininmonth, global denim development manager for Lenzing, believed in 2016: the denim sector, rich with stories and personalities waiting to be shared, lacked a central community-building platform that bridged the supply chain with brands and consumers.
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