A groundbreaking partnership has emerged between Lenzing Group, a global leader in wood-based specialty fibers, and Kentaur, a Denmark-based innovator in workwear manufacturing. Their joint venture aims to revolutionize the workwear industry with a strong focus on circularity, durability, and functionality. The result of this collaboration is a pioneering pilot collection of chef uniforms that seamlessly integrates sustainability into every fiber.

The chef uniforms consist of 50% TENCEL branded lyocell fibers with REFIBRA technology, and 50% recycled polyester. This innovative blend significantly reduces the reliance on virgin raw materials without compromising on quality and comfort. Alexandra Steger of Lenzing AG expressed the importance of this partnership, marking a significant step towards a circular textile industry. The collection sets an example by not only utilizing recycled materials but also giving textile waste a new life.

Kentaur's Chief Commercial Officer, Christian Beirholm, emphasized their commitment to sustainability and circularity in the workwear industry. Their partnership with Lenzing, which began in 2018, has culminated in the incorporation of recycled cellulosic materials, proving that recycled content can coexist with high-performance products.

This pilot collection showcases the potential for workwear to be both durable and sustainable, with Lenzing's innovative Fiber Identification technology enhancing supply chain transparency. The collaboration underscores Lenzing and Kentaur's shared vision to accelerate the transition to a circular economy within the textile and workwear sectors.

Attendees of the A+A trade fair in October 2023 can witness Lenzing's commitment to responsible practices, as they showcase their latest portfolio, including the chef uniforms produced through this pioneering partnership with Kentaur.

Social media, AI, VR, metaverse, simulated in-store experience… the list grows bigger and keeps changing the landscapes and platforms for brands and their customers to engage in. Models showcasing latest collection in fashion glossies or towering billboards are still around but more for maintaining their legacy channels of communications rather than the primary outreach to customers. 

Fashion marketing now has to keep up as new social apps appear and also keep note that some apps may not be the wonder they were launched to be. The much-celebrated metaverse started getting flaks for its weak security that scared brands of being misled or hacked. In the midst of it all, creative agencies that manage reputable fashion accounts are getting out and about, coming up with a variety of platforms that may not be entirely pioneering but definitely engaging. 

As per McKinsey study, while the fashion has experimented with basic AI and other technologies viz.  Metaverse, nonfungible tokens (NFTs), digital IDs, and augmented or virtual reality, it has not experienced generative AI -- a nascent technology so far. It could change fashion marketing as per some indications are and improve at lightning speed and become a game changer in many aspects of business. “In the next three to five years, generative AI could add $150 billion, conservatively, and up to $275 billion to the apparel, fashion, and luxury sectors’ operating profits,” says McKinsey analysis.

Brand communication goes beyond fashion

Gen Z is keen to relate to their preferred brands not through product exclusivity but with the multifaceted brand personality that resonate with them. As this truth grows more profound, fashion brands have jumped off the catwalk, photo shoots and influencer endorsements into larger and live activities. One such example is the Air Afrique and Bottega Veneta collaboration. The pan-African airline Air Afrique, co-owned by a large number of sub-Saharan African nations, was operational between 1961 and 2002. Bottega Veneta partnered Air Afrique to launch an eponymous magazine, a platform dedicated to Afro-diasporic art and conversation. To mark the launch of the magazine, creative director Matthieu Blazy commissioned a series of blankets by Bottega Veneta’s Franco-Sudanese designer Abdel El Tayeb. Drawing on Sudan's history and contemporary identity, El Tayeb’s Afro-futuristic designs are a unique composition of fine wool, silver leather et al from the brand’s archive.

Similarly, Saint Laurent commissioned contemporary Cai Guo-Qiang to create a spectacular a first-time daylight fireworks display in Japan in June, the day Cai inaugurated her solo exhibition in Tokyo titled ‘Ramble in the Cosmos’. Spanish luxury brand Loewe is celebrating Japanese musician Kenshi Yenezu’ music through his creative spaces that can experienced at the Saint Laurent outlet in Tokyo.

Many brands capitalised on TV by partnering productions to increase visiblity. For example, Gucci provided access to its archives and allowed shooting in its Rome flagship for ‘House of Gucci,’ a film directed by Ridley Scott and starring Lady Gaga and Adam Driver, which generated 25,000 posts across news and social media in ahead of the film’s release in 2021.

Levi’s goes Lollapalooza in India

Year 2023 marked the 150th year of the world’s most iconic denim jeans, the Levi’s 501. In India for example, Levi’s decided to engage with Indian youth consumers by jumping into the first Indian edition of Lollapalooza Music Festival held in Mumbai in January this year as a sponsor along with a host of other well-known entities and brands. Levi’s partnered a range of Indian influencers and artists to connect with the large Indian population of Gen Z consumers using this festival as its engagement platform.  The ‘Levi’s® on Wheels’ branded double decker chauffeured a group of influencers to the festival while driving around Mumbai to promote the label. The brand also ran a ‘Levi’s® Tailorshop’ which offered live garment customization. It enabled fans to customize their denim and make it truly their own through screen prints, paneling and heat-press.

This trend has had a positive impact on global creative talent pool that gains international recognition and international brands entrenching its regional loyalty. 

Introducing its new wool-blend lamb's wool fabric, a revolutionary product that will transform your fashion experience. It understands that fashion is more than just appearance; it also involves comfort and quality. That's why it created this innovative product, designed to satisfy your needs for both style and comfort.

The first thing you'll notice about this amazing fabric is how it feels. Its wool-blend lamb's wool fabric is made from carefully selected wool, resulting in a remarkably soft, warm, and cozy material. When you wear our product, you'll enjoy unmatched comfort, whether it's the cold of winter or the cool of autumn.

Besides its exceptional softness and warmth, our wool-blend lamb's wool fabric also has a natural elegance. 

Its distinctive visual appeal and texture give you a unique style. It believes that its product will make you stand out in any situation, whether it's work or social, enhancing your fashion sense and sophistication.

But what really makes its wool-blend lamb's wool fabric special is its adaptability. Whether you love outdoor activities or casual sports, our product can suit your preferences. Sporty cardigans made from this fabric are not only comfortable but also stylish, keeping you lively in various settings.

ROICA™ by Asahi Kasei is committed to delivering innovative and sustainable stretch solutions for denimwear. The company's strategy is based on two key elements:

A strong focus on R&D to deliver innovative solutions with lower impact on people and the environment.

A consolidation of partnerships along the whole supply chain through concrete collaborations with companies sharing ROICA™'s values.

ROICA™ Advanced Sustainable Stretch Solutions

ROICA™ offers a range of advanced sustainable stretch solutions, including:

ROICA™ V550: A sustainable degradable yarn with a Cradle to Cradle Certified™ Material Health Certificate. It degrades under ISO 14855-1 tested by OWS decomposing into CO2 and water.

ROICA™ EF (Chlorine resistance version): A yarn made from 35% of in-house pre-consumer waste and offering better durability under chlorine conditions.

ROICA™ Leading Partners for Denimwear Featuring ROICA™ V550

ROICA™ partners with leading denimwear companies to develop and produce innovative and sustainable denim fabrics. Some examples include:

Artistic Milliners: Artistic Milliners is using ROICA™ V550 in its Earthcore line of fabrics, which are Ellen Mac Arthur Jeans Redesign-compliant and feature the company's proprietary Crystal Clear 2.0 dyeing tech enabling salt-free Sulphur overdying.

Candiani Denim: Candiani Denim is using ROICA™ V550 in its ReSolve collection of fabrics, which are blended with GOTS certified organic cotton/regenagri® certified regenerative cotton.

Prosperity Textile: Prosperity Textile is using ROICA™ V550 in its LEAVE NO TRACE line of fabrics, which are made from recycled cotton and designed to benefit universal design.

ROICA™ is committed to helping the denim industry achieve a more sustainable future. With its advanced technologies and strong partnerships, ROICA™ is playing a leading role in the development and production of innovative and sustainable denim fabrics.