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| Lenzing introduced their EcoVero™ viscose fibres to the global textile and fashion industry at the international Premiere Vision Paris show in September 2017. |
Acknowledging that the fashion industry requires more transparency, while consumers today expect responsible retailers and brands to know their supply chains and be able to trace product origins, the Austrian company - Lenzing - a stock exchange-listed cellulose fibres manufacturer - has announced the launch of a new standard brand - EcoVero™ - to set the new benchmark in viscose fibres.
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| Garments made of Lenzing™ EcoVero™ on show at Premiere Vision Paris in September 2017. |
With a special manufacturing system, Lenzing can identify Lenzing™ EcoVero™ fibres in the final garment, long after the textile processing and conversion steps have been completed. This ability means that retailers and brands can rest assure that the eco-responsible viscose fibers used in their garments can be verified and authenticated as the original , and not just any generic viscose that might not be in line with their sustainability goals.
Lenzing CCO, Robert van de Kerkhof said in a press conference held at the Premiere Vision international textile fair held in Paris in September that for too long consumers have been concerned with environmental threats raised in the so-called "dirty fashion" report, and other issues such as marine litter, pollution and waste, growing water scarcity, accelerating climate change have affected consumer confidence.
Lenzing VP of Textile, Amit Gautam, added that value chain transparency is a trend seen not only in the textile industry but also in the food industry. While consumers' awareness of the environment is increaing, they are more and more interested in the origin of the products they buy.
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| Lenzing™ EcoVeroTM fibres set a new industry standard in sustainable viscose based on the use of these sustainable wood sources (FSC® or PEFC® certified) and an ecological production process with significantly lower emissions and water impacts than conventional viscose. |
With this special identification technology for Lenzing™ EcoVero™ fibres, Lenzing provides a one-of-its-kind solution for the fashion industry and its supply chain to respond to consumer demands for reliable visibility of product origins that can be traced back to the fibre, said Lenzing's Gautam. He said Lenzing enforces strict environmental standards during viscose production and has invested heavily over the years to achieve eco-resposible production processes. Lenzing™ EcoVero™ fibres, which are made from wood that comes from sustainable forestry plantations, are certified with the EU Ecolabel, a world-leading environmental manufacturing standard which is awarded only to products that have a significantly lower net environment impact to comparable products in the market.
Well known retailers are teaming up with Lenzing to advance their sustainability strategies with traceable Lenzing™ EcoVero™ fibres.
For one Scandinavian retailer, Gina Tricot, Lenzing™ EcoVero™ fibres are the solution for viscose fibres. Fashion photos shown here are examples from their current collection.
Gina Tricot's Brand Director Anna Appelqvist (pictured here) said at the Lenzing press conference in Paris, "Supply chain transparency is getting to be for us more and more important as customers want to know which kind of material is used for their garments.
"As viscose is a very important fibre for our womenswear range, the new identification technology from Lenzing used in EcoVero™ fibres will mean we will have full supply chain transparency and our customers will welcome that and can be assured that they are buying eco-responsible viscose garments", she said adding that they are launching new T-shirts with this special EcoVero fibres this autumn.
Another retailer from Sweden, Lindex are also considering to take Lenzing™ EcoVero™ fibres into their collection. "EcoVero™ fibres show concern for the origin of raw material as well as having a reduced environmental impact in the production process. We hope that this initiative will drive the development towards producing more sustainable viscose in the industry", explains Production Sustainability Manager Anna-Karin Dahlberg.
Lenzing's initiative is also supported by the German brand ARMEDANGELS, as its CEO Martin Höfeler had commented that as a radically responsible fashion brand this is a great match for them and they are excited to be working with Lenzing to include EcoVero™ in their future product range.
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