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18 / 01 / 2023
LENZING™ ECOVERO™ expands brand portfolio to provide customers with more sustainable options
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18 / 01 / 2023
LENZING™ ECOVERO™ expands brand portfolio to provide customers with more sustainable options

Since 2017, LENZING™ ECOVERO™ branded specialty viscose fibers have helped brands and retailers create numerous sustainable yet fashionable and comfortable options to meet the rising demand for eco-responsibly produced apparel and home textile products. Brands and consumers are choosing LENZING™ ECOVERO™ to do good for nature for its strong sustainability credentials that are highly recognized in the industry. This year, Canopy, an environmental non-profit organization, awarded Lenzing with a dark green shirt for the third time and ranked the company first in their 2022 Hot Button Ranking and Report. The report examined the performance of viscose producers in protecting endangered forests, further adding merit to Lenzing’s commitment to an eco-responsible fiber production process that contributes to a cleaner environment. LENZING™ ECOVERO™ fibers are produced using an eco-responsible production process that has 50% lower water impact and 50% lower CO2 emission. The wood-based fibers are also biodegradable, versatile, and can be tailored to a sustainable lifestyle.

As adoption among fashion brands and retailers continues to grow, LENZING™ ECOVERO™ has recently celebrated the production milestone of over 300,000 tons of its signature eco-responsible viscose fibers. To achieve a milestone like this is a testament of the ongoing recognition received from brands and consumers. In 2022 alone, more than 500 brands across the world have incorporated LENZING™ ECOVERO™ branded fibers into their products. They also proudly shared their sustainability commitments by highlighting the LENZING™ ECOVERO™ brand in their promotional campaigns.

In Belgium, Orta featured LENZING™ ECOVERO™ in an episode of its video series on transparency and made in Europe. The series was created to celebrate the launch of "LA SUITE EU", a collection made with LENZING™ ECOVERO™ fibers to lower its environmental impact. Orta also transparently communicated their partnership with the fiber brand on social media, sharing posts and stories featuring garments made with LENZING™ ECOVERO™ fibers.

Brazilian women's clothing and lifestyle brand, FARM Rio, proudly communicated their sustainability commitments by highlighting the use of LENZING™ ECOVERO™ fibers in their capsule collection. To promote the collection, they delivered 100 personalized gift boxes to “green business” speakers, influencers and journalists in the sustainable fashion sector. This resulted in a number of media mentions and significant social media engagement that helped introduce LENZING™ ECOVERO™ to consumers in Brazil.

In China, educational content introducing the benefits of LENZING™ ECOVERO™ fibers and collections made with the fiber were displayed across 300 stores of innerwear brands Hongni and Weierman. Beyond innerwear, LENZING™ ECOVERO™ partnered with Eifini to create the ultimate sustainable summer essential top, which was proudly endorsed by Christine Huang, also known as “Duo Duo”.

In India, LENZING™ ECOVERO™ has found success across different fashion segments - from traditional wear, everyday wear to designer labels. Abraham & Thakore has been reinterpreting Kurta, India’s traditional long-sleeved shirt, by using fabrics made of LENZING™ ECOVERO™ fibers since 2109. Veteran Indian designer Ritu Kumar also tapped into the power of the eco-viscose fibers to bring to life a women’s collection. On everyday wear, LENZING™ ECOVERO™ has been heavily featured by Myntra, a major e-commerce platform for fashion in India, for its portfolio of brands such as Roadster, Mast & Harbour, Dressberry, Anouk, Ether, Sztori and House of Pataudi, and highlighted in the online fashion giant’s sustainability initiative named “MYNTRA FOR EARTH”. Additionally, LENZING™ ECOVERO™ fibers have a strong presence in the inhouse brands of Future Group and House of Anita Dongre, which include AND, Global Desi and Grassroot.

In Indonesia, modest-wear brand Belimukena proudly collaborated with LENZING™ ECOVERO™ to promote their prayer robes made from LENZING™ ECOVERO™ fibers. The special collaboration was featured on social media, reaching new and existing customers alike. Meanwhile, CJL Loungewear and Sare Studio worked with LENZING™ ECOVERO™ Indonesia to launch various activations such as giveaways and cobranding campaigns, also on social media. In traditional media, local brand DUST highlighted the unique benefits of the eco-viscose in a press release to promote their new collection made with LENZING™ ECOVERO™ fibers.

In Italy, LENZING™ ECOVERO™ fibers can be found in the collections of Calzedonia, Upim, Calliope, Rinascimento, and Tezenis and Deha. At the same time in Portugal, Over Rule, Impetus, and Mo have also featured LENZING™ ECOVERO™ fibers in their collections. Each of these collaborations provided customers with more sustainable fashion options and shared LENZING™ ECOVERO™’s sustainability message with a wider audience.

Meanwhile, in Spain, LENZING™ ECOVERO™ fibers were in the spotlight in several collaborations with retailers across the country, including Massimo Dutti, Zara, Mango, Ecoalf, TwoThirds, SKFK, Thinking Mu, Mayoral, Cortefiel, and Compania Fantastica. Various French retail brands, such as Lacoste, ba&sh, IKKS, Passionata by Chantelle, Princesse Tam Tam, Sessun, Le Redoute, Monoprix, and Kiabi, have also incorporated LENZING™ ECOVERO™ fibers in their collections.

Moreover, in the UK, eco-conscious fashion brand Nobody’s Child has chosen LENZING™ ECOVERO™ fibers for the creation of their “thoughtfully made” accessible clothing. Nobody’s Child is able to confidently say that 90% of their collection is made from responsible fabrics with their labels brandishing the slogan “shop with conscience” thanks in part to LENZING™ ECOVERO™. The brand goes above and beyond to highlight this message in store and ensure customers are educated on the benefits of eco-responsible viscose over traditional viscose, further promoting their use of LENZING™ ECOVERO™ on social media.

These collaborations are only some of the 500+ brands who have certified their products with Lenzing. Other renowned brands around the world which have used LENZING™ ECOVERO™ fibers in their collections include the European fashion houses of Tom Tailor in Germany and Lindex in Sweden, American denim brands like American Eagle, Levi’s and Tommy Hilfiger, retail giants such as Kmart Australia, Target Australia, and Marks & Spencer, as well as brands such as Guess, Shona joy, Calzedonia, Country Road, Trenery, Arnhem, ELK, Mambo Australia and Mambo Surf De Luxe.

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Lenzing Fibers (Hong Kong) ltd.
Units 804-806, 8/F.,
Lu Plaza, 2 Wing Yip Street,
Kwun Tong, Kowloon,
Hong Kong
T: +852 3718 5600
F: +852 3718 5601
E: [email protected]