Lenzing recently celebrated the grand opening of its partner ARMEDANGELS’ first pop-up store in Vienna. The pop-up store showcased a curated selection from the German contemporary fashion brand’s summer collection, including garments crafted with TENCEL™ and LENZING™ ECOVERO™ branded specialty fibers, highlighting the shared vision of both brands for a conscious fashion industry.

The opening event was an invaluable opportunity for Lenzing to engage directly with brand partners and consumers, elevating awareness towards the power of conscious consumerism. Lenzing has been a strong advocate for responsible production and transparency throughout the value chain. Its TENCEL™ and LENZING™ ECOVERO™ branded fibers are derived from controlled or certified wood sources [1], and made with at least 50% less carbon emissions and water consumption [2]. These versatile fibers open up a world of endless design possibilities, allowing them to be used in a wide range of garments that vary in aesthetic style and texture.

ARMEDANGELS’ mission resonates with that of Lenzing’s, to drive changes in the fashion and textile industry. Both brands are committed to minimizing the ecological footprint of fashion production by encouraging the adoption of environmentally friendly materials. As is Lenzing, ARMEDANGELS is dedicated to transparency within the value chain and the implementation of fair labor practices. This partnership with Lenzing underscores the importance of driving positive changes in the textile industry through collaboration and collective efforts.

At the event, Lenzing’s representatives shared the company’s approach to promoting responsible production [3]. They also introduced the uniqueness of TENCEL™ and LENZING™ ECOVERO™ fiber offerings to retail partners, shoppers, and other stakeholders. “Our collaboration with ARMEDANGELS demonstrates our commitment to changing the fashion industry for the better. Through partnerships like this, we want to encourage and inspire consumers to engage more responsibly with textiles by checking the label and becoming familiar with our fibers. From our business development and branding team in collaboration with ARMEDANGELS to this marketing initiative, we are working hand in hand to strengthen our collective journey towards a future of more conscious fashion, said Manuela Gesslbauer, Senior Marketing Manager in Europe and America, Textiles businessat Lenzing.

The pop-up in Vienna’s Rotenturmstrasse is now open to the public until August 2024. The collection is also available on ARMEDANGEL's website, providing consumers easy access to responsibly produced fashion options that align with their values. This collaboration between Lenzing and ARMEDANGEL is a testament to the importance of fostering tight brand partnerships in shaping a more conscious future for the fashion industry.

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[1] FSC® (FSC-C041246) or PEFC (PEFC/06-33-92) certification.

[2] Compared to generic (unbranded) lyocell, modal and viscose. The results were calculated according to LCA standards (ISO 14040/44) and are made available via the Higg Materials Sustainability Index (MSI) by the Sustainable Apparel Coalition (Version 3.7).

[3] The responsible production of TENCEL™ Lyocell and Modal fibers and LENZING™ ECOVERO™ viscose vibers uses at least 50% less water and emits at least 50% less CO2 compared to generic modal and visose fibers, according to Higg MSI, thereby saving precious resources for future generations.