TENCEL™ has announced its partnership with slow fashion label PAUSE to create a sustainable collection. The collection titled ‘Ethical and Edgy’ brings together the perfect balance of utility and multifunctional clothing. Each ensemble has been created with the utmost care and an eye for detail, allowing it to be worn and styled in different ways. The structures of the garments highlight the features of TENCELTM fibers, giving it a smooth, soft finish and fluid texture. This capsule collection features a range of deconstructed separates – jackets that convert to dresses, dresses which convert to tops, making fashion choices limitless. To elevate the sustainability quotient, the embellishments used in the collection are created from recirculated fabric and fabric scraps.
Commenting on the collaboration, Arpit Srivastava, Branding and Marketing, South Asia Lenzing Group said, “We at Lenzing are excited to have collaborated with PAUSE to create this capsule collection. With increase in consumer awareness on the ecological strain created by the fashion industry, sustainability is the need of the hour. PAUSE has helped us to reinforce the importance of ethical clothing and innovations driven to increase an interest among consumers towards sustainable fashion. The collection is trendy, while at the same time brings together the sustainability factor, redefining everyday fashion.”
Speaking about the collection, Neha Modi & Neha Tham– Founders of PAUSE, “At Pause, comfort is our top priority. Therefore it was only natural for us to gravitate towards TENCELTM fibres from the get go. Our mission is to create slow fashion but using rapid innovation and technology in our raw materials. Staying true to TENCEL™’s core competency- each garment is light and breathable along with a plethora of performance features and at the same time is high on sustainability. The silhouettes are feminine yet androgynous, structured but at the same time fluid allowing the customer to express themselves and to choose who they want to be.”
Sustainable fashion has been conceived as a niche fashion category catering to a specific set of consumers. As a major misconception of such brands having higher prices for products and a limitation in clothing options to choose from, consumers tend to move towards fast fashion brands that are in sync with the trends and styles without burning a hole in the pocket. This association has helped build the idea that sustainable fashion can be trendy and contemporary.
TENCELTM branded fibrs are dereived from sustainably managed forests and manufactured using an award-winning closed-loop process that produces fibres with a significantly lower carbon footprint and thus helps lower the ecological balance. With features like smoothness, breathability, colour retention and biodegradability, this is the perfect alternative option for both designers and consumers moving towards eco-fashion.
