LENZINGTM ECOVEROTM, the sustainable and environmentally responsible viscose fibre brand of Lenzing Group on 3rd October, 2019, announced the partnership with lifestyle fashion brands – Global Desi and AND from The House of Anita Dongre.
LENZINGTM ECOVEROTM, the sustainable and environmentally responsibleviscose fibre brand of Lenzing Group on 3rd October, 2019, announced the partnership with lifestyle fashion brands -Global Desi and AND from The House of Anita Dongre.
The collaboration will offer customers a specialcollection by the brands made with sustainable fibre. This partnership marks a key milestone in thesustainability journey of LENZINGTM ECOVEROTM as the eco-viscose fiber’s forays into one of India’sleading fashion houses.
Commenting on the collaboration, Avinash Mane, Commercial Head, South Asia, Lenzing AGshared, “With climate change and global warming becoming a stark reality, conversations aroundmaking concrete changes to sustaining our ecology are now mainstream.
Consumers are eager tounderstand how their choices make a difference and asserting them for the sake of the world they livein. Leading this trend is a growing demand for sustainable fashion within the Indian market and weare delighted to expand our existing association with The House of Anita Dongre to Global Desi andAND – their young and vibrant brands with a global appeal.
The given popularity of the brands willallow us to reach out to a wider audience in India and reinforcing the importance of adoptingsustainable choices. “
Speaking about the collaboration, Anita Dongre, Chief Creative Officer, House of Anita Dongreshared, “As nature and animal lover, and a vegan, I feel very strongly about our impact on theenvironment.
The fashion industry is the second largest polluting industry in the world and thereforesustainability is the need of the hour. At the House of Anita Dongre, we are striving to be sustainableand are making firm efforts to reduce our environmental footprint.”
LENZINGTM ECOVEROTMis an innovation by the Lenzing Group, makers of TENCELTM fibers. TENCELTM isalso part of the FW19 collection with both brands. The Global Desi and AND collection using finesustainable ECOVEROTM fibres is a fresh new take on timeless designs, blending architecture with art,and classic silhouettes with contemporary aesthetics.
LENZINGTM ECOVEROTM is a sustainable viscose brand manufactured only from certified and controlledwood sources and produced with significantly lower emissions and water than generic viscose, makingit one of the best sustainable fibers in the industry.