Mavi introduces TENCEL™ with REFIBRA™ Technology to its sustainable FW23 Recycled Blue Collection under Mavi’s ALL BLUE Initiative.

Denim innovator and premium lifestyle brand Mavi announces its collaboration with TENCEL™ brand using TENCEL™ lyocell fibers with REFIBRA™ technology in its FW23 Recycled Blue Collection, creating a capsule of women’s premium denim pieces that combine breathability, durability, and comfort, all the while propelling the brand towards a cleaner and greener future. This initiative supports Mavi’s goal of having 100% sustainable denim by 2030.

The innovative REFIBRA™ technology by Lenzing gives new life to old materials by using cotton textile waste as raw materials, in addition to wood. These new TENCEL™ Lyocell fibers with REFIBRA™ technology give a refresh to Mavi’s Recycled Blue collection under its ALL BLUE initiative, available in seven different SKUs within the women’s line, and with an even smaller environmental footprint than the brand’s previous Recycled Blue offerings.

In line with the emerging circular economy of the future, TENCEL™ lyocell fibers with REFIBRA™ technology gives a second life to pre- and post-consumer cotton waste from garment manufacturing, which would otherwise be sent to landfills or incinerated – by upcycling it into brand new TENCEL™ Lyocell fibers for clothing and home textile products. The TENCEL™ Lyocell fibers with REFIBRA™ technology are produced from a mix of wood pulp from responsibly managed forests with up to one-third of pulped cotton scraps. With both raw materials originating from plant sources, the resulting fibers are 100% biodegradable.

Using the award-winning efficient closed-loop production process, TENCEL™ Lyocell fibers produced with REFIBRA™ technology use 95% less water to produce than conventional cotton, with high resource efficiency and low environmental impact. The afterlife is also taken care of, as all TENCEL™ Lyocell fibers are certified as fully compostable and biodegradable, maintaining the environmental balance. With this innovation, Mavi and its consumers are actively contributing to the circular economy.

With TENCEL™ fibers with REFIBRA™ technology giving the fabric a breathable feel and the durable, soft texture of authentic denim, the new version of Recycled Blue has everything Mavi stands for with further sustainable elements. The newest Recycled Blue fabrication can be seen in women’s key fits including the New York straight, Paris Slit slim straight, Victoria and Barcelona wide legs, Mavi’s newest wide leg, Florida, as well as the Katy jacket.

The Mavi Recycled Blue collection with TENCEL™ x REFIBRA™ technology will retail from $138 – $148 and will be available at us.mavi.com

Mavi
https://us.mavi.com

Incorporated in Istanbul in 1991, today Mavi is a leading global lifestyle brand with strong denim roots. With presence in 37 countries including the USA, Canada, Turkey, Germany, Russia and Australia, Mavi products are sold in approximately 4,500 retail locations including 459 mono brand stores. Committed to ‘sustainable growth through quality,’ Mavi’s All Blue global strategy is driving the brand forward with a deep respect for people, nature, innovation, digitalization, and efficiency. Mavi works passionately to develop the world’s best and most innovative jeans, and its international distribution platform consists of major international fashion centers as well as department stores and online retailers including Nordstrom, Simons, Amazon, Zappos.com, Zalando.com, and David Jones.

TENCEL™
www.tencel.com

TENCEL™ is the flagship brand under The Lenzing Group that covers textile specialty product fiber offerings. Since 1992, the TENCEL™ brand has been driving the evolution of fiber solutions for the apparel and home textile segments through several industry-first innovations and environmentally responsible production processes. Product brands under TENCEL™ include TENCEL™ Active, TENCEL™ Denim, TENCEL™ Home, TENCEL™ Intimate, TENCEL™ LUXE and TENCEL™ for Footwear.

Featuring botanic origin and biodegradable quality, TENCEL™ branded modal and lyocell fibers are also gentle on skin with smooth, long-lasting softness, color vibrancy and color retention features. TENCEL™ Lyocell fibers are versatile and can be combined with a wide range of textile fibers to enhance the aesthetics and functionality of fabrics. Through moisture management, TENCEL™ Lyocell fibers can also absorb moisture efficiently. Offering endless design possibilities, TENCEL™ Modal fibers can be blended with other fibers and processed using conventional machinery, significantly improving the softness and comfort of fabrics.

Fibers and filaments used under the TENCEL™ brand are derived from certified and controlled sources following the stringent guidelines of the Lenzing Wood and Pulp Policy. They are produced via environmentally responsible production processes and are compostable and biodegradable, thus can fully revert back to nature. They are designated by the USDA (U.S. Department of Agriculture) BioPreferred® Program. TENCEL™ LUXE is registered by The Vegan Society.

The Lenzing Group
www.lenzing.com

The Lenzing Group stands for ecologically responsible production of specialty fibers made from the renewable raw material wood. As an innovation leader, Lenzing is a partner of global textile and nonwoven manufacturers and drives many new technological developments.

The Lenzing Group’s high-quality fibers form the basis for a variety of textile applications ranging from elegant ladies clothing to versatile denims and high-performance sports clothing. Due to their consistent high quality, their biodegradability and compostability Lenzing fibers are also highly suitable for hygiene products and agricultural applications.

The business model of the Lenzing Group goes far beyond that of a traditional fiber producer. Together with its customers and partners, Lenzing develops innovative products along the value chain, creating added value for consumers. The Lenzing Group strives for the efficient utilization and processing of all raw materials and offers solutions to help redirect the textile sector towards a closed-loop economy. In order to reduce the speed of global warming and to accomplish the targets of the Paris Climate Agreement and the “Green Deal” of the EU Commission, Lenzing has a clear vision: namely to make a zero-carbon future come true.

All images courtesy of the Lenzing Group and Mavi.

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