Since the creation of the VEOCEL™ brand in 2018, Lenzing adopts a new brand strategy focusing on a collaborative engagement with businesses and consumers alike to drive sustainability in the nonwoven industry. Hitting the ground in 2019, Lenzing has already launched significant collaborations with brand partners, including the Dutch brand Sweeps® and seazons® in China, to drive brand awareness and sustainable ingredient for nonwoven applications worldwide.
Alongside these partnerships, Lenzing also debuted its new Eco Cycle technology for VEOCEL™ branded fibres, which involves the upcycling of a large proportion of pre-consumed cotton scraps, at the 2019's IDEA conference, the world's premier event for nonwovens and engineered fabrics. Gaining widespread industry recognition, Lenzing also won the prestigious Raw Material Achievement Award in "Best new fibre/raw material introduction" category at the conference.
The increased awareness about the negative impacts of burden plastics and non-biodegradable waste towards the environment over the past year is the main driver for the industry to look for sustainable alternatives. It is now encouraging to see more commitments to curbing waste and environmentally polluting materials, such as the EU's ban on single-use plastics, and the development of waste legislation proposals by the US state lawmakers. Thanks to their initiatives, the world is listening and today, nations around the world have pinned plastics, waste and environmental related policies on their agenda.
"We believe sustainable fibres and technologies such as Eco Cycle technology represent the future for nonwovens. As sustainable initiatives are gaining momentum globally, we are excited to support the wider industry with its transition away from plastics and other environmentally unsustainable products. With multiple co-branding partnerships already in the pipeline for 2019, I am certain that the years ahead will bear witness to even more great opportunities for the VEOCEL™ brand and a greener future for the nonwovens industry," said Robert van de Kerkhof, Chief Commercial Officer of Lenzing AG.
Biodegradable materials are the best answer to single-use plastics: The plastics crisis can no longer be ignored, and with consequences mounting for the world's ecosystems, different stakeholders are showing an increased interest in sustainable alternatives. Lenzing's certified fibres with biodegradability prove to be a great alternative to plastics for disposable nonwoven applications. With a global focus on eco-friendly solutions, materials such as LENZING™ branded fibres will become increasingly desirable as the world shifts away from plastics.
Flushable and biodegradable wet wipes are urgently needed to combat the world's fatberg crisis. Millions of taxpayer funds now go towards cleaning up city sewers across the globe that are blocked with non-flushable and non-biodegradable products. As environmental awareness grows, consumers are eager to seek flushable and biodegradable substitutes, while Governments and industry players across major markets continue to promote consumer education on flushability. In this respect, brands are faced with increased attention on their "flushability" claims.