Lenzing, famous for its TENCEL fiber, dressed the stars at the Oscars this year in TENCEL Luxe. The company has a rich history of positioning its products over and above the direct B2B contact and in a way that the end-consumer can relate to it. Initiated already in 2019, Lenzing went into a partnership with Red Carpet Green Dress, founded by Suzy Amis Cameron, wife of producer James Cameron.
Subsequently Oscar winner for ‘Best Documentary Short Subject’, Elena Adreicheva, wore a dress created out of TENCEL Luxe.
Also luxury house Louis Vuitton, designed an evening gown for James Bond lead actress Lea Seydoux out of the luxury TENCEL material. And Golden Globe nominee Kaitlyn Dever arrived at the Oscars in a custom-made ethical Louis Vuitton as a partner of Red Green Carpet, wearing a dress in collaboration with TENCEL Luxe.
This highly successful cooperation received significant praise thorughout media and Lenzing, once again, managed to gain global attention with a truly special project.
Apart from this innovation, Lenzing Group announced the introduction of Eco Pure technology, at the recent Premiere Vision in Paris. This enhances the production of environmentally responsible modal fibers for the textile industry. TENCEL Modal fibers with Eco Pure technology are considered as the most environmentally responsible option among existing modal fibers in the industry. Total chlorine-free bleaching in pulp and fiber delivers the industry’s new standard of clean modal fiber production. With the gentle bleaching process, textiles made predominantly of such fibers tend to be softer than conventionally bleached TENCEL Modal fibers, and are very suitable for undergarments, loungewear, bedding and more. The Eco Pure technology features an eco-responsible production process guided by the EU Ecolabel, a label of environmental excellence that is awarded to products and services that meet high environmental standards throughout their life-cycle.
Over the few past years, brands have made conscious decisions to better understand their supply chain with a core focus on sustainability and transparency in clothing production. In light of this, the TENCEL Modal fibers with Eco Pure technology are identifiable through a special identification technology, making the eco-fibers identifiable throughout all stages of the textile manufacturing process.
“The ongoing innovation in cellulosic fiber technologies and eco-responsible production processes has witnessed more sustainable fiber alternatives across the textile value chain. This has provided businesses and brands with new opportunities and perspectives to enhance product quality and improve sustainable practices. The introduction of Eco Pure technology for TENCEL Modal fibers is providing brands and consumers with great comfort and more responsible environmental options. With sustainability in our DNA, we will continue to review customers’ feedback to develop and produce high-quality fibers that suits their needs and preferences.” said Florian Heubrandner, Vice President of Global Business Management Textiles of Lenzing.
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