It's 30 years of Tencel fibre brand. Two questions here: (i) in what ways has the denim ecosystem changed in the last 30 years? (ii) Important: what has Tencel itself been able to change in the last 3 decades?
Denims are an important part of everyone’s closet, almost an integral part of every era’s cultural landscape. Over the last decades, denims have moved on from being limited to a certain age group to becoming widely accepted in different avenues, from officewear, shirting and dress applications to general high street fashion. However, the story behind how innovation has shaped the denim industry is rarely told. With Tencel fibres, we have introduced denims that are tailored to a sustainable lifestyle, liberating personal expression through movement by their natural comfort, smoothness, and versatility. From a rough fabric, denim has now transitioned into a superior and comfortable fabric owing to the features brought by Tencel fibres.
We have a proven track record on how denims made with Tencel fibres blended with cotton can improve the properties of denim garments in various ways such as enhancing their breathability, adding softness for greater comfort, or extending their colour retention. Tencel fibres are widely used by some of the world’s reputed denim brands such as Levi’s, H&M, Kings of Indigo, Jack & Jones and more.
The COVID-19 pandemic has either brought about or simply accelerated a lot of things, some inter-related and some not. Examples: the lookout for a green recovery; lifestyle changes brought about by the pandemic (like WHM, etc); other lifestyle changes that accelerated loungewear/sportswear/athleisure. In what all ways has denim been affected?
The concept of sustainability and circular fashion has seen a massive growth over the past few years. The last two years have re-defined the concept in many ways. An unprecedented pandemic coupled with large-scale devastation due to climate change has put the spotlight on various brands to reflect on their business practices and bring in necessary changes to help undo the damage already done to nature. These include reducing green-house-gas emissions, use of better raw materials, to production process, waste treatment and more.
While COVID-19 has certainly accelerated efforts of ingredient brands such as Tencel fibres in driving awareness and shaping attitudes towards sustainable fashion, the Tencel fibres brand has been developing innovations in clean technologies for creating denims that are more sustainable and have minimum environmental impact. Additionally, we at Tencel brand have invested our efforts towards driving awareness and steering consumer choices towards options that have minimum impact on the environment. And the end result has been successful in the form of super comfortable denims which can be worn for a longer period and for multiple occasions.