Celebrating three decades of growth, the TENCEL™ brand is committed to bringing a positive impact to the planet, while enabling consumers to feel good and look good. This philosophy unites not only industry value chain partners, but also fashion brands, who are seeking sustainable alternatives for their collections to reduce their impact on the planet. With hundreds of brand partners globally, the brand partner list of TENCEL™ is growing every day.

To learn more about how TENCEL™ revolutionizes the denim sector, Tricia Carey, Director of Global Business Development Denim and Americas at Lenzing joined Adriano Goldschmied, President of The Genious Group for a discussion on the role TENCEL™ plays in the evolution of denim.

Tricia: Thank you so much Adriano, for your ongoing support to the TENCEL™ brand and for taking time to share your experiences with us. Having partnered with TENCEL™ for 30 years now, how did you first hear of the brand and why did you start incorporating TENCEL™ branded fibers into your collections?

Adriano: I’ve been working with the TENCEL™ brand since 1992. I like TENCEL™ for many different reasons and probably the most important one is that TENCEL™ fibers make fabrics much more sustainable. But it’s not only that, it's also about how it feels in your hand. Garments made with TENCEL™ branded fibers are extremely comfortable and friendly to the consumer. Besides, brands have to work in an authentic way in order to make a better product. The only thing I trust is when I see proof and genotypic certification. Everything we do has to be proven and supported by physical tests. TENCEL™ is ideal for us because the brand provides all the support and credibility that is needed for us to offer the market the information it needs.

Tricia: In the fashion industry, we are always saying that consumers have changed, and they are looking for a balance between sustainability, comfort and aesthetics. As you engage with consumers firsthand, do you have any observations on how consumers respond to TENCEL™?

Adriano: TENCEL™ brings value not only to the industry, but also to consumers. Consumers now know the TENCEL™ brand and understand what TENCEL™ is, which brings credibility to our sustainability commitments. They like the aesthetic of the TENCEL™ garment – it offers a kind of draping and look that is unique.

Tricia: In fact, sustainability is also ingrained in the TENCEL™ brand’s DNA. Looking ahead, what are your visions for the fashion industry and the future that TENCEL™ is spearheading?

Adriano: In my opinion, we need to have a positive traceability record that shows the entire process. This will help make us a clean industry. TENCEL™ is on the right track because you are finding solutions in nature. Biotechnology is our future and will be our biggest progression. My vision is very simple. In a short time, we must arrive at impact zero and this is one thing we have to do. We don't have any more time, we have to do it now. The most important thing for consumers to do is change their lifestyle and buy products for a genuine reason, these become items they keep in their closet for a long time.

Tricia: These statements echo our ongoing consumer-focused educational content and activities, like our Carved in Blue portal, as well as our ongoing Denim Talks sessions. Thanks again for sharing your thoughts with us and we hope to continue working closely with you and your team to ensure a sustainable future for the denim sector.