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.
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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 13th 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.
