HONG KONG
,
February 2, 2023
(press release)
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As the TENCEL™ brand continues to expand new frontiers of sustainability, TENCEL™ branded fibers have been widely lauded by brands, customers, and industry partners around the world. Most recently, TENCEL™ fibers are being showcased as a key biomaterial shaping the future at Fabrica X, an experiential concept store and innovation gallery for sustainable brands in Hong Kong. Organized by The Mills Fabrica, the 6-month Fabrica X campaign titled “Biomaterials” introduces a new generation of biomaterials and displays sustainable consumer products that are derived from sources such as algae, coffee waste and eggshells. The showcase also features a selection of sustainable brands that are commercialising these innovative materials. As one of the leading global producers of environmentally responsible wood-based fibers, Lenzing is proud to support this sustainability initiative and hopes to further educate consumers on the importance of adopting an eco-conscious mindset. To better explain how biomaterials work, the exhibition features a live biodegradable process demonstration of TENCEL™ fibers and displays sustainable babywear, apparel, footwear and bedding collections created by TENCEL™’s brand’s co-branding partners AMMA, Just Peachy, Lono and Tungga Studios. A specially designed bento wrap produced by The Mills and made of 100% TENCEL™ Lyocell fibers will also be on sale at the concept store. Aimed as a call-to-action drive for consumers, the concept store is a dedicated platform to support the good work of eco-friendly brands, encouraging consumers to contribute to a more sustainable future by choosing products made of biomaterials. “We are thrilled to collaborate with The Mills Fabrica during the 6-month “Biomaterials” campaign in Hong Kong. At Lenzing, we are committed to pushing the boundaries of biomaterial applications and educating consumers on sustainable material options through industry partnerships and collaborations,” said Rex Mok, Vice President of Global Technical Marketing and Development, Lenzing Group. “Taking advantage of this great opportunity, our Application Innovation Center team are preparing the showcase materials for the experiential workshop in order to provide consumers with first-hand experience of TENCEL™’s unique benefits, thus enabling them to make educated purchase decisions in their everyday life.” Moving forward, the TENCEL™ brand will continue to look for more opportunities to broaden its applications of TENCEL™ fibers for a range of textile products, including accessories and home goods, by working closely with like-minded partners.
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