PR88805

LENZING, Austria, March 31, 2021 /PRNewswire=KYODO JBN/ --

After a year that brought sudden change to the world, a key focus in 2021 has

been to restore life to the way it should be. Bringing the theme of this year's

Earth Day, "RESTORE OUR EARTH(TM)" to life, Lenzing's TENCEL(TM) brand will

rollout a new action-oriented social media campaign, #checkwhatsgood. The

campaign aims to bring attention to sustainable fashion and purchase habits

alongside a variety of global and regional brands, designers and influencers.

In addition, the TENCEL(TM) brand will continue its partnership with One Tree

Planted for the third consecutive year and develop new partnerships with NGOs

to drive consumer actions.

TENCEL(TM) makes a difference with #checkwhatsgood

With numerous fashion brands to choose from, consumers have been looking for

ways to identify brands that truly emphasize on responsible production. As

brick-and-mortar stores became inaccessible during the pandemic, shopping

habits have shifted to almost exclusively online in many countries. To help

restore consumer trust, Lenzing is launching #checkwhatsgood, an eco-conscious

movement that runs on social media channels.

The campaign aims to encourage consumers to join the environmental responsible

movement by making smart choices in fashion purchases. One of the campaign's

main goals is to highlight the TENCEL(TM) logo as a mark of conscious design.

Additionally, the TENCEL(TM)brand will be running different activations.

Instagram filters, pop quizzes and a few surprise influencer engagements are

all in the lineup for Earth Day celebrations. The Instagram campaign will begin

on April 01, and users can share photos and videos of what exactly is good for

the planet and fashion industry.

Helping the world with existing and new partners

To build and create partnerships in support for a brighter future, Lenzing is

supporting various Earth Month activations regionally. In the U.S. since 2019,

Lenzing has supported the planting of more than 26,000 trees through

partnership with One Tree Planted(https://onetreeplanted.org/), a charity that

helps global reforestation efforts. To reaffirm Lenzing's commitment, the

TENCEL(TM) brand will initiate the planting of 10,000 trees.

Lenzing is also partnering with Lindungi

Hutan(https://lindungihutan.com/tencellandak), an NGO from Indonesia that

focuses on website crowdfunding for planting trees, reforestation and one of

the platforms that aim to save Indonesia from deforestation. The partnership

will feature a campaign to drive donation for tree-planting in Indonesia.

Given consumer education is key to driving sustainability efforts, Lenzing will

partner with Fashion Revolution

Japan(https://www.fashionrevolution.org/asia/japan/) to conduct educational

panel discussion and interactive workshops for consumers. Lastly, Lenzing will

join hands with DripbyDrip(https://www.fashionrevolution.org/asia/japan/), an

NGO from Germany committed to tackling water issues in the fashion and textile

industry. DripbyDrip will introduce an educational program to showcase how high

water consumption and subsequent waste can be in manufacturing garments and

highlight ways to reduce one's water footprint.

Championing sustainability from home

Nowadays, public safety is the first priority. While vaccinations have been

rolled out, the rate of resuming to "normal" varies. As a result, Lenzing is

developing a 7-day manual weekly checklist for followers to learn how to reduce

carbon footprint and make the world a better place from the safety of their

homes. The manual will highlight accomplishable little changes, including how

and where to choose sustainable wear.

Earth Month is a valuable period to reflect on one's own ecological footprints

and consider ways to reduce any impact on the planet. The TENCEL(TM) brand is

committed to supporting the fashion industry's eco-movement and bringing

sustainable choices for consumers.

Please check out #checkwhatsgood campaign on the TENCEL(TM) website and social

media platforms from April 01, 2021 onward.

https://www.tencel.com/earth-day-2021

Photo link:

HERE(https://mediadb.lenzing.com/pinaccess/pinaccess.do?pinCode=v66qLqee8KcI)

SOURCE:  TENCEL