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Tencel and Jeanologia define simple pleasures through the joy of denim

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Dorothy Crouch, Contributing Editor | Thursday, November 10, 2022

As the world emerged from COVID-19 lockdowns, Lenzing and Jeanologia has teamed up with the sixth edition of the Sustainable Denim Wardrobe, examining methods to bring joy to clothing. The mission of both companies has long been a sustainable approach to manufacturing, with both being leaders in the quest for more eco-friendly denim.

“The thing is, from the beginning with Tencel, the unique selling proposition has always been an environmentally friendly fiber, but for many years that fell on deaf ears,” said Michael Kininmonth , business development project manager at Lenzing, celebrating 30 years. anniversary of its Tencel Lyocell. “Now we continue to promote the idea of ​​responsible treatment, but working with Jeanologia and working with the premium mills that we make, everyone is trying to create the best in class in terms of a sustainably responsible commercial collection. .”

Design with joy in mind

Denim leaders asked the question, “What makes you feel good?” to 50 people whose responses candidly described the people, experiences and destinations they had longed for during the darkest days of the pandemic. The team found that respondents found the greatest joy in unexpected and seemingly basic experiences. These included waking up in the morning and applying perfume, traveling, having a romantic dinner, exercising, laughing, spending time with loved ones and exchanging a hug. or a kiss.

The most popular elements were music and nature, while balance was also a popular theme. Lenzing and Jeanologia wanted to channel these feelings, emotions and experiences into a print created by independent fashion designer and consultant Betina Grosser, who described the final design as a “dopamine trip”.

“We saw in print the opportunity to foster an emotional connection and convey the message through the collection. Nature is very important not only as it is, but also having the opportunity to do our favorite activities surrounded of her,” said Grosser. “The inspiration for the print is based on surrealism with psychedelic overtones.”

Grosser’s design is featured not only in campaign materials, but also in clothing from the Simple Pleasures collection, which relied on Lenzing’s Tencel Lyocell and technology from Jeanologia. The print is presented in a number of different pieces such as a three button waistcoat, a collared button up Tencel shirt and a reversible waistcoat. Print design details have been applied to the linings and laser elements have been included in areas such as the inside of blazer lapels, along the legs of jeans and on the back of a denim jacket .

“We transferred the concept to the garments from the print itself and the laser detailing. This micro level is represented by what we call “hidden treasures”, explains Carme Santacruz Zaragozá, creative director at Jeanologia. “These are depictions of everyday things laser etched into clothing in unexpected places like in the selvage or hidden on the flaps of the garment. Our motto is: “Always look on the bright side of life”, obviously a reference to “Monty Python”. It’s a way to extend that storytelling through the finishing details as well.

The simplicity of durability in denim

Through this latest sustainable denim wardrobe, the hope is that the inspiration to create more timeless pieces will support a circular economy in fashion. By relying on sustainable processes that produce quality garments, the life cycle of these garments can be extended, thereby reducing waste.

“I hope the philosophies behind this collection will encourage designers to create more responsibly made garments and consumers to give these garments a longer ‘first life’ and reuse them in ‘later lives’ by new ones. owners,” Kininmonth said. .

The intention behind the Simple Pleasures collection was to create classic silhouettes that are not based on trends but on style, according to Santacruz Zaragozá. Lenzing and Jeanologia called on textile partners who contributed to the collection. These included Bossa, denim cone, Kaihara, Orta Anadolu and Prosperitywhile House of U served as printing partner.

“It’s a collection that could be a source of inspiration for creative people and also a way of saying that we can do beautiful things with meaningful clothes and with an approach not only to sustainability in terms of technique and finishing. and materials but also combined with an important concept of storytelling”, explained Santacruz Zaragozá.

Each sourcing item and process has been considered for its potential impact on the environment, according to the Environmental Impact Measurement Platform. The process measured the amount of water, chemicals, and energy used to create the garments, and no resources that would give a high score were used. Designs were created and reviewed digitally to reduce waste from physical samples. Notions including cork patches, laser logos, buttons with eco finish and hang tags made from recycled materials.

“We need to approach sustainability from a holistic perspective. We need to take care of our footprint and look for materials and processes that are friendly to people and the environment,” said Grosser. “This collection [also] tell a story. He’s looking for the value of having a connection to bond people – from the people who took the survey for the collaborative design process to the people who now see that process and relate to the project and the apparel.