Lenzing, the wood-based fiber giant, is connected more directly with consumers through a dedicated denim e-commerce shop featuring the campaign “Know What You’re Made Of: Comfort Starts Inside.”The Tencel-Branded Denim Shop launched Wednesday on ShopStyle, Lenzing noted. Featuring more than 50 denim styles that include the Tencel lyocell fiber, the shop showcases denim partners Bella Dahl, DL1961, Level 99, Mavi, NYDJ and the Blue Shirt Shop.The Tencel Denim Shop will be highlighted on ShopStyle’s homepage and through a blogger campaign with supportive editorial and advertising on various media.“This shop connects directly with consumers who are seeking distinctively comfortable denim products, featuring brilliant new spring styles from prominent U.S. and European brands,” said Tricia Carey, director of global business development for denim at Lenzing. “Tencel fibers are the ideal addition for denim breathability and softness. This campaign highlights those attributes and appeals to consumers interested in making educated buying decisions.”Tencel fibers are derived from wood pulp and are produced in closed-loop manufacturing processes at Lenzing facilities in the U.S., the U.K. and Austria.The Lenzing Group is globally recognized as a leader in sustainable manufacturing practices. The Canopy Planet Society, the Canadian environmental organization, recently rated Lenzing as number one in the world for wood procurement.Last week, Lenzing launched Refibra, the first cellulose fiber featuring recycled material on a commercial scale produced in the Tencel production process. This week, Lenzing viscose and modal fibers were awarded the Biobased Product Label granted by the U.S. Department of Agriculture. The certification is proof that all standard types of fibers produced by Lenzing are fully derived from the natural and renewable raw material wood. The company’s lyocell fiber Tencel was certified as 100 percent biobased in 2011. Lenzing FR has now also been certified as 99 percent biobased. The residual amount is for material used to make the fiber fire-resistant.In December, Lenzing said it was investing $293 million to build a Tencel fiber plant in Mobile, Ala., where it already has a factory. The new facility will have a production capacity of 90,000 tons a year and will be the largest Tencel fiber plant in the world.In the nine months through Sept. 30, Lenzing reported consolidated earnings before interest, tax, depreciation and amortization rose 52.2 percent to $342.5 million. Consolidated revenue increased 8.2 percent in the same period to $1.69 billion.
@deciem is all about transparency and approachability. At this year’s WWD Digital Beauty Forum, the brand's co-CEO @nicolakilner said talking to customers directly about the ingredients in products and how they work is key. #wwdsummits #wwdbeauty
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