are there other more sustainable fabrics on the market?
kirke points to global industry giants like lenzing in austria, the makers of innovative, long-lasting fabrics like tencel, the company’s flagship brand designed to promote sustainability and a carbon-free future.
the three types of tencel fibres that consumers may be seeing a lot of now are lyocell, modal and lyocell filament — all made from sustainably grown wood with a proprietary process that recovers and reuses solvents to minimize environmental impact. tencel modal is even biodegradable and compostable.
“lenzing operates in a very responsible way just on all levels,” kirke says, adding that companies like lululemon have been leaders in manufacturing athletic and leisure clothing with more durable, specialty fabrics like tencel.
so, what’s next for an apparel industry fuelled by fast fashion and inexpensive brands, as well as premium-priced labels that offer more planet-friendly wearables?
as kirke sees it, “i think there’s going to be a reckoning around companies telling their customers what exactly they mean by sustainability. there may be some consumers who don’t care at all. but for the ones who do care, i think this will set a higher bar for the industry.”