Austria-based Lenzing Group, a leading supplier of regenerated cellulose fibers for the textile and nonwovens industries, unveiled the latest evolution of its flagship textile brand Tencel, with a refreshed branding theme of “Nature. Future. Us.” According to a news release, the updated brand identity embodies Tencel’s ethos of striving to embrace innovation and empower collaboration, with a focus on being a catalyst of change in the textile industry to safeguard the planet’s shared future. Company officials said the strategic repositioning will enable Tencel to navigate the evolving landscape of the textile industry through its continuous commitment to delivering eco-conscious and resource-efficient fiber solutions.
“The new theme ‘Nature. Future. Us.’ creates a very inspiring and inclusive voice for Tencel,” said Eva McGeorge, senior director of global marketing and branding for commercial textiles at Lenzing AG. “Since introducing Tencel Lyocell in 1992 and bolstering the overall brand positioning in 2018, Tencel has been striving to bring innovative, sustainable textile fibers to the world. The latest Tencel brand evolution expands on our vision to spearhead resource-efficient and circular business practices attributed to our fibers, from raw material sourcing to end-of-life disposal of consumer products. To facilitate real change in the value chain, everyone in the industry needs to transform together. We will continue to build stronger collaborations and dedicate our efforts to creating a future for fashion that we can all be proud of.”
