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Lenzing Group is focused on driving positive change within the industry through innovation and collaboration, developing wood-based fiber solutions and encouraging manufacturers and brands to adopt these materials.

To help communicate this ethos and commitment, we are introducing a revamped brand identity for our flagship fiber brand TENCEL™: “Nature. Future. Us.”

More from Sourcing Journal

• Blue Cast: Unspun's Beth Esponnette on the Impact of 'Intentional Manufacturing'

• Mills Update: Japan Producers on What's Driving Demand and Denim Developments

• Retail Box: How Brands are Using TENCEL™ for Denim Garments

Read more on Carved in Blue.

This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.tencel.com.