Enabling consumers to look good and feel good has always been in the DNA of the TENCEL™ brand. Over the last three decades, the growth of TENCEL™ has been fostered by an array of partnerships and collaborations over various steps of the supply chain. While TENCEL™ has established a strong network of long-term customers and partners, it is also committed to driving the industry towards sustainability through collaborations with up-and-coming designers and brands. To push the sustainability discussion forward, especially in the denim industry, it is essential to work closely with like-minded professionals and brands.

A brand that is also committed to driving the sustainability discussion is Bella Dahl, a co-branding partner of the TENCEL™ brand. Committed to making a difference in the denim sector through its sustainable philosophy, Bella Dahl is a great example of how a brand incorporates transparency and sustainability in its DNA, in order to drive the wheels of sustainability forward.

“In the beginning, when I first started my career, everybody was afraid of transparency. I'm just so thrilled now that we've opened up, and that transparency is everything. I think that companies that are transparent are the companies that people are really going to gravitate towards going forward, particularly after the COVID-19 pandemic. It is really that kind of reflecting time which reinforces change,” said Steven Millman, Chief Brand Officer at Bella Dahl.

TENCEL™ has been partnering with Bella Dahl since 2019, where Bella Dahl adopts TENCEL™ branded fibers in its denim collections as part of the brand’s commitment towards sustainability. “Basically, every fabric we're selecting today either has to be from dead stock or sustainable material. The majority of our fabrics are going to have a sustainable solution to them. TENCEL™ has a silky and wonderful feel to it. That's undeniable. The moment we had the opportunity to present it to the market, it was a hit. The next pop up or installation we are really excited to do is to bring Bella Dahl out of California. Together with TENCEL™, we are putting sustainability first,” said Millman.

In addition, Bella Dahl has also been incorporating sustainable practices in other core aspects of its business. “We are also adjusting our practices, from how we pack our boxes, to hangers and buttons used, as well as how we are going to recycle things. In terms of shipping, we are cutting down on all our air freight shipments. We are just trying to do better for the environment. We all have children. I want to have grandchildren soon and we want them to have a wonderful world to live in. And again, to be associated with an industry that is known to be the largest polluter and an industry that I love. I think that it's our position and our place now to take a stand – to drive transparency, sustainability and empathy. Caring, kindness and gratitude are key to Bella Dahl,” Millman added.