LENZING announces TENCEL™ as its flagship brand

Austria-based textile and nonwovens cellulose fibres producer LENZING has announced that it is entering a new phase launching its TENCEL™ brand as their flagship brand for textile with a new slogan “Feel So Right” to foster a connection between industry partners, retailers and consumers.  

The TENCEL™ brand portfolio covers a wide range of applications, from activewear to denim, home, intimate apparel and luxury ranges, notably TENCEL™ Active,  TENCEL™ Denim, TENCEL™ Home, TENCEL™ Intimate and  TENCEL™ Luxe, all enabled by two fibres: TENCEL™ Modal and TENCEL™ Lyocell.

Sketches of a nature-inspired TENCEL™ Luxe lounge dress
introuced by Lenzing  and  lingerie guru Jos Berry.

Among the first to team up with LENZING for this new branding milestone is renowned lingerie guru, Jos Berry, Founder and Creative Director of Concepts Paris, introducing a nature-inspired lounge dress made with 100 percent TENCEL™ Luxe, a breakthrough sustainable cellulosic filament yarn specifically for the luxury fashion market, launched a few months ago.

TENCEL™ Luxe sustainable cellulosic filament in a range of colours;
designed specifically for the premium fashion market.

Featuring liquid-like drape and a silky-smooth hand feel, the lounge dress was recently showcased at the Nature Moves Us Exhibition at Interfilière Paris in January 2018 and would be showcased in Hong Kong during Interfilière Hong Kong, slated for 27-28 March 2018.

Ms Berry explained: “With a change in lifestyles, the dividing line between underwear and outerwear is becoming blurry, leading to growing importance of loungewear in the fashion industry, and the TENCEL™ Luxe lounge dress is a perfect fit to the narrative. Given TENCEL™ Luxe is designed for sensuality and engineered for sustainability, we hope to showcase inspirational designs of nature beyond flowers.”

“The TENCEL™ Luxe lounge dress by Jos Berry is a great example of how comfort and sustainability can be integrated with high-end fashion and lingerie,” added Judy Chen, LENZING’S director of Global Business Development, innerwear. “Since there are virtually unlimited possibilities for using TENCEL™ Luxe in fashion, we look forward to seeing more integration of sustainability in the innerwear and lingerie sector through this innovative cellulosic filament yarn.”

Earlier this month, at a press conference on February 13^th 2018 during the Premiere Vision Paris international textile trade fair, LENZING’s Chief Commercial Officer Robert van de Kerkhof said he expected 2018 to be a game-changer year for the fibre group. 

Designed and based on the findings and insights of an extensive market research, the brand architecture is deemed as an important step for LENZING to make the transition from a business-to-business (B2B) fibre producer to a business-to-business-to-consumer (B2B2C) brand, underlining its core principles of trust, transparency, reliability and amicability, said Kerkhof, and by leading technology innovation in the textile sector.

Acknowledging a growing trend amongst retail brands and consumers to seek out products that make them look and feel good, but also do good via sustainable and transparent production processes, the TENCEL™ product brand as been redefined with the tagline “Feels so Right” to better communicate the fibre’s characteristics and value.

LENZING’s director of Global Brand Management, Harold Wedhorst, who is based in the group’s Hong Kong office, said their aim is to grow TENCEL™ beyond fibre types and functional characteristics to become a true consumer-focused brand, offering the holistic benefits of botanic fibres that bring comfort and high performance for everyday life.

New swing tags and marketing materials will be launched on a retail level to provide clarity on product benefit claims.  "Co-branding programmes and co-marketing campaigns with retail brands will enable us to reach out to consumers directly," said Amit Gautam, Lenzing's vice president of Global Business Management in Textile.

Read about LENZING'S Denim Competition.

Photos: Lenzing / Lucia Carpio.