In November, the TENCEL™ brand collaborated with Shafira - one of the biggest Muslim fashion brands in Indonesia, to launch a brand-new collection which made its debut at the Indonesia Sharia Economic Festival (ISEF) 2019.

Shafira has brightened the Indonesian fashion industry for over three decades and remains to be a pioneer in Muslim fashion. Every year, Shafira creates collections inspired by specific themes that bring design innovation to the Indonesian fashion industry. This year, the TENCEL™ brand had the privilege of partnering up with Shafira to launch an environmentally friendly fashion collection featuring TENCEL™ branded fibers.

The fashion collection inherited Shafira’s unique, trendy and classy style whilst being eco-friendly. The hijabs featured in the collection were made from TENCEL™ branded fibers, allowing them to be gentle on skin, lightweight and breathable. Given the tropical climate in Indonesia, this collection is not only perfect for the weather but also comfortable for the wearer. This collection empowers Shafira’s customers to not only look good, but also do good for the environment.

“Through collaborating with Shafira, we hope that Muslim fashion lovers can enjoy high-quality fashion products,” says Mr. Winston A. Mulyadi, Lenzing’s Commercial Head of Textile and Nonwoven Fiber for SEA and Oceania Region. “As a dedicated eco-fiber brand, TENCEL™ is committed to continuing supporting the movement for a more sustainable Muslim fashion industry.”

The collection, named Raison d’Etre, reflects on Shafira’s efforts in the Indonesian fashion industry and now marks a new era for sustainable clothing. The collection’s color palette consists of cream, tan, beige, green and blue, inspired by the natural elements of the Earth.

This collaboration marks an important milestone in Muslim fashion for the Indonesian fashion industry. The TENCEL™ brand will continue to support fashion partners that are eager to promote environmental awareness and share responsibility in making the world a better place. This collaboration is only the beginning for Shafira and the TENCEL™ brand, please stay tuned as we continue to collaborate and plan for another collection in 2020!