Austrian cellulosic fibre producer Lenzing is to partner with the Textile and Fashion Federation Singapore (TaFF) as part of a bid to make its Tencel brand more accessible to consumers.

The partnership will see Lenzing open a Tencel Studio which will act as a hub for Singapore’s designers, hosting apparel made with the wood-based Tencel cellulose fibre, while a store in the city-state’s new Design Orchard shopping mall will sell designer garments made with Lenzing fibres. 

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The deal will also see the development of an event and co-working space on the second floor of the mall – The Cocoon Space – and the Tencel Fabric Library which will offer customers and partners support in the joint development of garments.

“As a strategic partner of TaFF at Design Orchard, Lenzing underpins its corporate strategy sCore Ten aiming to work more closely with customers and partners,” the firm says.

“This regional fashion hub completes Lenzing’s chain of innovation and application centres to spearhead development from fibres to yarn to fabric and ultimately to create designer clothes.”

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Cooperation with fashion designers is an important element in showcasing the sustainability promise of Lenzing’s flagship brand, explains CEO Stefan Doboczky.

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“It comprises an integral part of Lenzing’s commitment to green-up the fashion industry,” he adds. “Singapore is a strategic hub for Lenzing in Asia, and we are proud to contribute towards taking Singapore’s fashion scene to greater heights.”

Last month, Lenzing opened a new research and development facility in Indonesia, bringing its state-of-the-art fibre testing and full fibre-to-fashion innovation capabilities to Asia.