Austrian fiber firm Lenzing said today that it launched its Earth Month campaign, “From Trees, For Trees,” which supports the replanting of trees in California forests that were devastated in last year’s wildfires, resulting in the loss of more than 876,000 acres of forest.
Running from April 1 to April 30, its campaign is a collaboration between Lenzing, seven of the firm’s U.S. retail partners, and nonprofit One Tree Planted, a U.S.-based organization that plants trees across North America and beyond, pinpointing areas affected by forest fires and floods. Lenzing’s participating retail partners include Bn3th; BleuSalt; Triarchy Denim; Boyish Jeans; Bearaby; Hoot, and Malouf.
Tricia Carey, director of global business development, denim, at Lenzing, said, “Over the past few years, we’ve noticed an increase in consumer interest in environmental causes, not just around Earth Day, but year-round, and this interest extends to textiles. Consumers want clothing and textiles that not only feel good but that are also mindful of the environment. Because of this, it makes sense for us to take this opportunity to highlight Lenzing’s Tencel sustainable Lyocell fibers and their connection to nature.” Carey continued, “Tencel Lyocell and Modal fibers have less impact on the environment. We created a campaign to highlight our sustainable process, while also doing some additional good for the planet by donating and planting trees through One Tree Planted.”
The firm said its campaign aligns well with the United Nations’ Sustainable Development Goals — specifically, goal 15: Life on Land. “Together with the U.N., Lenzing is committed to conserve and restore the use of terrestrial ecosystems, such as forests, wetlands, drylands and mountains by 2020,” the firm said, noting that the wood, pulp and manufacturing site used to make its Tencel Lyocell fibers has been certified by sustainable forest management certifications.
And while its Earth Month campaign works directly with retail brands, the firm is also trying to raise consumers’ awareness through social media participation. To achieve that end, the Tencel brand is inviting the public to get involved with its campaign by helping them donate trees through liking and sharing Earth Month related posts on the Tencel branded Instagram page, as well as its retail partners’ Instagram pages. For every 50 “likes” and/or every 10 “shares” each post receives, one tree will be donated to the One Tree Planted organization, in addition to every purchase of a Tencel Lyocell or Modal fiber product through its retail partners’ web sites, during the month of April, resulting in Tencel brand donating a tree to said organization.
Adam Chuntz, director of integrated marketing of Bn3th, a partner of Tencel brand, continued, “Here at Bn3th, we’re beyond stoked to have such a great brand partner like Tencel in our corner. We feature Tencel Modal fibers in 90 percent of our products and love the sustainability story it lends itself to. It’s core to our brand values to reduce our impact on this planet, and this is an important layer of our environmental initiative. This year’s Tencel brand’s Earth Month Campaign allows us to contribute to another great cause, promote our game-changing products and highlight a few of our amazing Entourage members in the process. We can’t wait to watch the success of this project come to life and continue to do more for this planet.”
“From Trees, For Trees” will segue directly into its Tencel brand “Make It Feel Right,” campaign that takes aim at educating and empowering consumers to participate in the sustainability movement “by making smart choices when it comes to their fashion and textile purchases,” the company said.
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