The Lenzing Group, a supplier of regenerated cellulose fibers for the textile and nonwoven industries, has unveiled a refreshed brand identity for its main textile brand, Tencel. Tencel fibers are sourced from sustainably managed forests and produced with efficient resource use. The new branding theme, "Nature. Future. Us.," was introduced at the Intertextile Shanghai Apparel Fabrics Trade Fair.

The rebranding aims to align Tencel with current industry trends by highlighting innovation, collaboration, and sustainability. This update reflects growing support from consumers and industry partners for eco-friendly practices.

Tencel fibers are produced from sustainably managed forests and with methods that conserve resources. The company is also exploring the use of waste materials, such as orange peel and cotton waste, to improve circularity in fiber production.

Eva McGeorge, senior director of global marketing and branding for commercial textiles at Lenzing AG, said that the new theme provides an "inspiring and inclusive voice" for Tencel.

McGeorge also noted that the brand’s latest evolution builds on their commitment to resource-efficient and circular business practices, covering everything from raw material sourcing to end-of-life disposal. She emphasized that industry-wide transformation is needed to drive real change.