Lenzing’s Mission to Safeguard TENCEL™’s Trademark and Long History

In the textile industry, intellectual property is often the essence of innovation. As branded products and innovations are delivered worldwide, a trademark is crucial for the first impression of a brand and for differentiating a company’s offerings. For Lenzing, this is why protecting TENCEL™ is crucial. Not only does the trademark differentiate its portfolio of products across the man-made cellulosic fiber (MMCF) category, but the trademark also reflects Lenzing’s investment in building a brand and product that are synonymous with performance, quality and trust. Since 1992, Lenzing’s TENCEL™ brand has embodied Lenzing’s entire philosophy of business and has built its reputation among industry partners and brands while simultaneously growing to represent a material that consumers trust.

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The embodiment of Lenzing’s ethos in its lyocell and modal products living under the TENCEL™ trademark is exactly what is, unfortunately, making them a target of trademark infringement. In the textile and fashion industry, Lenzing, a global wood-based specialty fiber producer, has been championing trademark protection for the integrity of its brand TENCEL™ and value chain partners. The latest effort involved Lenzing’s newly launched “Only One TENCEL™ Brand” campaign.

TENCEL™ Modal and Lyocell fibers are trusted and loved for their responsible production process _¹ , which adheres to high environmental standards ² , as well as exceptional comfort and quality. To reinforce such unique identity and brand integrity, the “Only One TENCEL™ Brand” initiative strives to preserve the authenticity and quality associated with the TENCEL™ brand.

“We understand very clearly that trademarks play a vital role in every aspect of a business. They provide the easiest way for consumers to confirm the authenticity of a product, ensuring their money is well spent,” said Harold Weghorst, vice president of marketing and branding at Lenzing. “By protecting the TENCEL™ trademark, we are not only safeguarding our own brand but also empowering our value chain partners to build credibility and trust with their customers. As a pioneer in the industry, Lenzing has always been at the forefront of protecting intellectual property and originality, taking a firm stance against mislabeling or misuse of trademarks.

Additionally, Lenzing instructs that every single use of the TENCEL™ trademark comes with relevant certifications and licenses processed via the Lenzing E-Branding Service online portal. This platform comes in handy for users, as they receive timely updates about incorporating Lenzing trademarks accurately and effectively.

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Despite the implementation of myriad regulations and company measures, there is a long way to go before the textile industry can uproot counterfeiting and infringement for good. Determined corporations like Lenzing will continue taking decisive action and spare no effort in protecting TENCEL™ trademark and increasing awareness among consumers in the market.

Discover the benefits for partners and consumers with Only One TENCEL™ Brand here .

[1] TENCEL™ Lyocell and Modal fiber production processes are continuously refined to maximize resource efficiency and minimize environmental impact. Consequently, carbon emissions and water consumption of TENCEL™ fibers are at least 50 percent lower compared to generic lyocell and modal fibers, according to Higg MSI. Results based on LCA standards (ISO 14040/44) and available via Higg MSI (Version 3.7).

[2] TENCEL™ Lyocell and Modal fibers are certified with the EU Ecolabel (license no. AT/016/001) for environmental excellence.

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