Since 1992, TENCEL™ has been a pioneer and advocate of sustainable fashion and home textiles. Adopting an innovative and forward-thinking approach, the TENCEL™ brand has redefined what it means to “feel good” — bringing comfort to skin, whilst being kind to the planet.

Consumers and retail brands believe in TENCEL™’s brand values and trust the quality of its fiber products. According to a customer survey conducted by Lenzing in early 2022 across its key markets in Europe, North America and APAC, TENCEL™ ranked within the top 4 for brand awareness amongst fiber ingredient brands for fashion and home textiles, and has a high awareness-to-ownership conversion rate — every 100 consumers who are aware of the TENCEL™ brand, 62 of them will actually make a purchase*.

To maintain the integrity of the brand, which enjoys high consumer recognition and is in strong demand, Lenzing AG protects the TENCEL™ trademark by proactively detecting and enforcing against infringements and misuse, supported by a fiber verification system.

Here is a selection of the most useful tips to help avoid any trademark mishaps and strengthen consumer trust in your products made with TENCEL™ branded fibers: