LENZING™ ECOVERO™ meets the growing demand for comfortable and sustainable materials in the textiles industry
Practicing responsible production to maximize resource efficiency and minimize environmental impact is one of the many ways LENZING™ ECOVERO™ is taking positive steps toward making the world a better place.
To meet the growing demand for responsibly produced apparel and home textile products, LENZING™ ECOVERO™ branded specialty viscose fibers help brands and retailers create responsible yet comfortable products that benefit customers. LENZING™ ECOVERO™ fibers are trusted by brands and consumers alike for their fiber production processes that are continuously refined to maximize resource efficiency and minimize environmental impact[1].
“Lenzing products, especially LENZING™ ECOVERO™, are of exceptionally high quality. Not only are they sustainable and made from environmentally friendly fibers, but they also provide exceptional comfort when worn. At DUST, we prioritize everyday comfort, ensuring that our clothing is comfortable for daily wear, and the use of LENZING™ ECOVERO™ fibers significantly contributes to this goal. Consequently, customers express great satisfaction when using these products,” said Matthew Aldo Susabda, CEO, DUST Indonesia.
Changes in consumer habits are driving the textiles industry to improve transparency. Consumers today are keen to understand more about the quality, environmental impact, and origin of the products they are purchasing. This means that adhering to regulations is key in the fast-changing and complex environment for claims. LENZING™ ECOVERO™ fibers are backed up with certified claims by globally recognized certifications and awards, such as the EU Ecolabel[2] for meeting high environmental standards throughout their life cycle. Additionally, by actively innovating and introducing new offerings that support improved transparency in the industry, LENZING™ ECOVERO™ has attracted leading industry players such as Fruit of the Loom.
“Trust was one of the key reasons Fruit of the Loom chose to partner with Lenzing in developing a new Men’s Underwear product line with sustainable fibers. With LENZING™ ECOVERO™ fibers backed by a clear, sustainable story, it was a seamless process to explain the product positioning to retailers. It also helped that retailers were already familiar with the Lenzing brand. The Lenzing team were great partners for over a year in helping us bring the ECOVERO™ fiber messaging to life on our packaging and digital content,” said Cindy Casana, Senior Marketing Manager, Fruit of the Loom, INC.
Besides being a trusted partner, LENZING™ ECOVERO™ fibers are proven to have a lower environmental impact than generic viscose, as confirmed by the Higg MSI, leaving air cleaner with up to 50% less carbon emissions and water consumption[3]. They are also certified as biodegradable and compostable[4] and are derived from controlled or certified wood sources.
Jorge Mejia, Senior Director Process Engineering, Fruit of the Loom, INC, expanded further on their reasons for partnering with LENZING™ ECOVERO™: “We chose LENZING™ ECOVERO™ because it’s a natural fiber with a smaller environmental footprint in its transformation process. Fruit of the Loom sets its corporate sustainable goals based on the United Nation’s Sustainable Development Goals. According to these guidelines, the use of natural fibers is impactful in reducing the carbon footprint of our products.”
The reason for partnering with a company that is pioneering positive environmental change is shared by Sartaj Singh Mehta, Product Director, Pepe Jeans India, who said: “Lenzing and Pepe have been continuously working to create products of great value that consider their impact on the environment. We use LENZING™ ECOVERO™ to co-create certain products that honour the environment in terms of reducing our carbon footprint. We test these innovations through scientific methods, and we are valued for our transparency and the processes we have developed.”
Maia Eder Curutchet, Creative Director, SKFK, elaborated: "Why do we love LENZING™ ECOVERO™? I would say first of all it is because of the feel. This cellulose fiber is soft to the touch, which we love because of the sensation and the gentleness on the skin. I would say the second most important aspect of the fiber is the fluidity. The fluidity contributes to all the garments we make. It is a fiber that is perfect even with thicker fabrics - you can still appreciate the fluidity of it. LENZING™ ECOVERO™ fiber is very versatile. We can use it in a variety of styles depending on how you work the threads and fabric. It is incredible to see the technology and innovative processes that LENZING™ ECOVERO™ incorporates and shares.”
Overall, LENZING™ ECOVERO™ fibers provide customers with greater confidence in knowing that their fashion choices are responsibly sourced and produced with a low environmental impact[5].
[1] Lenzing fiber production processes are continuously refined to maximize resource efficiency and minimize environmental impact. LENZING™ ECOVERO™ Viscose fibers are made with at least 50% less carbon emissions and water consumption compared to generic viscose (Higg MSI Version 3.7).
[2] EU Ecolabel for textile products (license no. AT/016/001)
[3] Compared to generic (unbranded) lyocell and modal. Results based on LCA standards (ISO 14040/44) and available via Higg MSI (Version 3.7)
[4] LENZING™ Viscose standard fibers are certified by TÜV Austria as biodegradable in soil, freshwater and marine environments, and compostable under home and industrial conditions.
[5] Lenzing fiber production processes are continuously refined to maximize resource efficiency and minimize environmental impact. LENZING™ ECOVERO™ Viscose fibers are made with at least 50% less carbon emissions and water consumption compared to generic viscose (Higg MSI Version 3.7).