Brands are continuing to embrace upcycled fibers as consumers increasingly look for product with a purposeful past, and Australian lifestyle brand Country Road, is adding those repurposed fibers to its top selling ‘Sateen’ jean this spring.
Country Road is the first major retailer in Australia to introduce denim garments made with Lenzing’s sustainable Refibra technology. The women’s jean is available in seven colors and retails online and in stores for $92.
The retailer joins Zara, which introduced Refibra into its collections in 2017, Patagonia, Reformation and Mara Hoffman, which have all joined in Lenzing’s effort to help close the loop.
With its Refibra technology, Lenzing transforms cotton scraps collected from garment production and wood pulp from responsibly managed forests into new virgin Tencel Lyocell fibers. The fibers are produced via a closed-loop production process using bioenergy and can be used for fabric and garment production.
Lenzing’s long-time collaborator for sustainable projects, Spanish mill Tejidos Royo, created the fabric for Country Road. It has a smooth and soft hand feel, yet is durable for every day wear.
“We actively look to partner with manufacturers who are driving innovation in this space. Lenzing continues to demonstrate how we can reduce our ecological footprint and reassess waste as a resource,” Darren Todd, Country Road managing director, said.
The launch marks a key milestone for the new technology and a major step forward for sustainable fashion, Tricia Carey, global business development director of denim, for Lenzing Group, said.
“While retail brands pay more attention to supply chain transparency, consumers are becoming more conscious about choosing high quality products made with sustainable materials and green production process,” Carey said. “Guided by the Tencel brand promise of ‘Feels so right’, we will continue to innovate and identify ways to reduce the fashion industry’s ecological footprint while ensuring natural comfort.”
Tencel Lyocell fibers produced by Refibra technology recently attained the Recycled Claim Standard, which certifies that production processes in its entire supply chain having undergone proper steps to ensure integrity of the final product.
Expect to find more Refibra in denim in the coming seasons. Candiani, Blue Diamond and Prosperity are among the global denim mills integrating the upcycled fiber into their production.