Sustainability has always been in the DNA of the TENCEL™ brand. Committed to ensuring consumers look good and feel good, TENCEL™ has been working closely with the fashion supply chain and brands around the world. In the denim sector, denim brand Boyish has been a co-branding partner of TENCEL™ over the past few years, and together, both brands strive to incorporate sustainability in the forefront of their vision and direction forward.

“I've always been a big fan of efficiency and performance. So that was obviously one thing that captured my attention originally. As I learned more about the TENCEL™ brand, I started to learn about its sustainability efficiencies, with the reduced amounts of water, the circularity and the transparency. That's what really made me fall in love with TENCEL™,” said Jordan Nodarse, Founder and Creative Director at Boyish.

As climate change continues to be the main topic across regions and sectors, consumers have become more curious about the products that they purchase, especially the materials used and the brand’s perspective towards sustainability. While TENCEL™ continues to drive circularity and transparency across the fashion supply chain, brands are also playing a big part in the adoption of sustainable raw materials in their production.

Nodarse, a key partner who has visited the TENCEL™ branded fiber production facilities operated by Lenzing, is appreciative towards the brand’s efforts in sustainable practices. “I really enjoy the way Lenzing treats the surrounding natural habitat. Anything they use, they try to make sure they bring it back to the same place. For instance, the water streams, regulating temperatures but also anything that they have leftover -- they find ways to recycle it into renewable energy. The efficiency value of the manufacturing plant there is truly remarkable,” he said.

When asked what would be his vision for the next stage of innovation for TENCEL™, “I'm still asking for a hydrophobic TENCEL™. I’d love to see something that can replace all the plastic with something with plants,” added Nodarse.