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For the TENCEL™ brand, in addition to our commitment to sustainability, we are constantly working to better consumer experience and make the sustainable lifestyle more enjoyable. With this belief, we are excited to step up our partnership with sustainable activewear brand Athleta, to upgrade the workout experience at the Athleta Studio.
Athleta won’t be a new name to those who enjoy yoga and working out. In addition to producing eco-friendly activewear with a high level of comfort, the brand is also striving to deliver more to its community. Previously, Athleta joined forces with the TENCEL™ brand to create its eco-friendly Nirvana fabric and promote sustainability at the NYC Marathon Expo where the brand introduced sustainable activewear to the public.
The brand has recently collaborated with the TENCEL™ brand again to bring a sustainable product to the community through Athleta Studio, a community that invites consumers of all kinds to join fitness classes and social workshops. To upgrade the sustainable workout experience in the studio, TENCEL™ Modal fibers are now being used to make sustainable towels, transforming the classic gym necessity into an eco-friendly product.
Sourced from sustainable forests, TENCEL™ brand modal fibers are produced in an environmentally sound production process using renewable energy. When compared to cotton, TENCEL™ Modal fibers feel twice as soft, making the Athleta branded towel exceptionally gentle on the skin. This smoothness is exceptionally long-lasting, even after repeated washing. Enabled by Eco Color technology, TENCEL™ Modal fibers can also retain color vibrancy, more so than conventionally dyed fibers that are more prone to fading.
The initial feedback on these sustainable towels has been immensely positive. According to Athleta Studio manager Paige Horton, their guests “love the feel and color of them and love how they are Athleta branded.” Horten added that as more sweat towels are needed given the expansion of the Athleta Studio, stepping up its collaboration with TENCEL™ is a welcome idea to a Benefit corporation (B-corp) like Athleta.
As a B-corp, Athleta meets the highest standard of social and environmental responsibility and has hosted a range of sustainability-related activities in recent years. In 2020, the brand is aiming to have up to 80% of its materials be made with sustainable fibers.
At Lenzing, we are always working closely with different partners to minimize the environmental footprint of the fashion industry and help consumers make conscious purchases. It is encouraging to see that our partner, Athleta, shares this value and is setting out to positively influence the community. By partnering with like-minded brands, we can collectively make the change for good.