LENZING™ ECOVERO™, the sustainable and environmentally responsible viscose fibre brand of Lenzing Group announced the partnership with lifestyle fashion brands – Global Desi and AND from The House of Anita Dongre. The collaboration will offer customers a special collection by the brands made with sustainable fibre. This partnership marks a key milestone in the sustainability journey of LENZING™ ECOVERO™ as the eco-viscose fiber’s forays into one of India’s leading fashion houses.
Commenting on the collaboration, Avinash Mane, Commercial Head, South Asia, Lenzing AG shared, “With climate change and global warming becoming a stark reality, conversations around making concrete changes to sustaining our ecology are now mainstream. Consumers are eager to understand how their choices make a difference and asserting them for the sake of the world they live in. Leading this trend is a growing demand for sustainable fashion within the Indian market and we are delighted to expand our existing association with The House of Anita Dongre to Global Desi and AND – their young and vibrant brands with a global appeal. The given popularity of the brands will allow us to reach out to a wider audience in India and reinforcing the importance of adopting sustainable choices.”
Speaking about the collaboration, Anita Dongre, Chief Creative Officer, House of Anita Dongre shared, “As nature and animal lover, and a vegan, I feel very strongly about our impact on the environment. The fashion industry is the second largest polluting industry in the world and therefore sustainability is the need of the hour. At the House of Anita Dongre, we are striving to be sustainable and are making firm efforts to reduce our environmental footprint.”
LENZING™ ECOVERO™ is an innovation by the Lenzing Group, makers of TENCEL™ fibers. TENCEL™ is also part of the FW19 collection with both brands. The Global Desi and AND collection using fine sustainable ECOVERO™ 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 controlled wood sources and produced with significantly lower emissions and water than generic viscose, making it one of the best sustainable fibres in the industry.