Lenzing’s flagship textile brand, TENCEL™, is celebrating three decades of sustainable fiber innovation this year. Since 1992, the TENCEL™ brand has empowered companies across the textile value chain to adopt more eco-friendly practices. Since 2018, TENCEL™ has redefined itself as a consumer-facing ingredient brand. This success is reflected in the collaboration between TENCEL™ and more than 300 brand partners globally in various consumer-centric campaigns. The 2021 launch of TENCEL™ eShop, the first-ever e-commerce channel created by a sustainable fiber producer, is a testament to TENCEL™’s strong relationships with its brand partners and its commitment towards encouraging consumers to make informed purchases. As part of the “digital-first” strategy of the TENCEL™ brand, TENCEL™ invested heavily in proprietary technologies to reduce environmental impact during textile production and developed platforms to support stakeholders’ sustainability momentum. From the introduction of fiber identification technology to fabric certification and licensing services offered via the Lenzing E-Branding Service platform, the TENCEL™ brand has been a driving force towards full-scale supply chain transparency.
“In celebration of our 30-year milestone, the TENCEL™ brand will be commencing a series of brand, employee, and consumer activations globally to further advocate for change as part of the ‘Feel Good Fibers Since 1992’ campaign,” said Harold Weghorst, Global Vice President of Marketing & Branding at Lenzing. “We would not be able to accomplish these initiatives without the support and goodwill of our partners, to whom we are truly thankful. Moving forward, we will continue to empower brand partners and consumers on their journey to sustainability with our ongoing initiatives, like the #MakeItFeelRight Digital Campaign and TENCEL™ X Partner Campaign.”
“Since its launch 30 years ago, TENCEL™ has always been envisioned as a solution provider for the textile industry,” said Robert van de Kerkhof, Member of the Managing Board at Lenzing. “Aligning with the industrywide shift towards deeper levels of sustainability and transparency, in 2018, the brand evolved from a behind-the-scenes contributor to a front-facing player. From then on, TENCEL™ expanded its offerings from fiber creations to pioneering digital technologies. To date, the TENCEL™ brand has exceeded expectations across the industry as ‘the trusted provider’ of high-quality sustainable fibers among leading global fashion and home textile brands. We are thrilled to reach this milestone and are looking forward to driving continuous innovation and building stronger partnerships over the next 30 years and beyond.”
From February onwards, TENCEL™ 30th anniversary celebrations themed “Feel Good Fibers Since 1992” will kick off on the brand’s website and feature exciting content and partner activities across multiple regions and channels.