The collaboration meets the growing demands of today’s conscious consumers who are not only trying to find the ideal pair of jeans that are comfortable and stylish, but also low Impact and sustainable. LoopTy collection will make its first appearance at Kingpins Hong Kong, November 21-22, 2024.

“The partnership with Lenzing and Advance Denim represents a strategic opportunity to drive innovation and meet the evolving needs of consumers seeking sustainable and fashion-forward clothing options,” said Hiroaki Shinohe, Chief Marketing Officer of ROICA Europe at Asahi Kasei. “By partnering with industry leaders like Lenzing and Advance Denim, we can expand the collection’s market reach and appeal to a broader range of customers interested in sustainable and comfortable daily wear denim products. We leverage the strengths and expertise of each partner and create a lifestyle denim collection that combines sustainability, innovation, quality, and comfort. The collaboration allows for the integration of ROICA™ V550, Lenzing’s TENCEL™ Lyocell fibers, and Advance Denim's exceptional expertise in innovation to create denim that aligns with the growing demand for eco-conscious and lifestyle fashion options.”

Shared vision for responsible stretch denim

With a shared vision to innovate responsibly, ROICA™ by Asahi Kasei, Lenzing and Advance Denim began our journey towards a Circular Economy, ensuring that the products not only deliver superior comfort and performance with diverse style, but also reduce the environmental impact at the end of their lifecycle.

TENCEL™ Lyocell fibers, made from sustainably sourced wood pulp (3) and produced using resource-efficient closed-loop process (4) with EU Ecolabel certification (5), offers a soft, smooth, and breathable hand feel to the fabrics (6) while enhancing sustainability with at least 50% less carbon emissions and water consumption (7). Additionally, TENCEL™ fibers are biodegradable in marine water, fresh water, and soil (8).

ROICA™ V550 is a degradable stretch fiber by Asahi Kasei, created by using special polymer technology. Not only does it provide a sustainable solution for denim garments, but it also offers exceptional stretchability. This innovative fiber undergoes partial degradation under ISO14855-1 conditions, as verified by OWS, breaking down into CO2 and water. Furthermore, it holds the distinction of being the world's first Cradle to Cradle-Certified™ stretch yarn, achieving a Material Health Gold Level certification.

“Sustainability and performance have always been guiding principles for Advance Denim since its inception in 1987,” emphasized Amy Wang, General Manager of Advance Denim. “Circularity is indeed the ultimate aim for achieving sustainability in denim industry. Our past collaborations with TENCEL™ have resulted in the creation of the Zero Cotton and Zero Virgin Cotton collections, which featured vintage denim styles made with no cotton or solely recycled cotton. These styles not only offer unique softness but also boast sustainable benefits. The only missing piece of the puzzle was the stretch element, which is now fulfilled with ROICA™ V550. Incorporating ROICA™ V550 degradable stretch fiber was very user-friendly, requiring no alternations to existing production methods. Our latest collaborative innovation with Lenzing and ROICA™ by Asahi Kasei is a sustainable yet comfortable stretch denim that presents an ideal growth opportunity to create the next level denim styles, thus paving the way for more circular fashion value chain.”

Versatile denim application for functional and responsible fashion

LoopTy collection ranges from lightweight to heavy fabrics suitable for both tops and bottoms. With this versatility, the new denim fabric unlocks a multitude of opportunities for fashion designers and brands, enabling them to create chic and stylish, yet sustainable pieces suitable for everyday casual wear. Among them are gender-neutral garments that offer a one-size-fits-all, inclusive approach to dressing.

By blending TENCEL™ Lyocell fibers with ROICA™ V550 degradable stretch yarns and leveraging Advance Denim’s craftsmanship, our synergy brings a refreshing take on denim that is both fashionable and functional,” stressed Dennis Hui, Global Business Development Manager, Denim at Lenzing. “This collection aims to cater to the needs of today’s eco-conscious consumers who are determined to make responsible purchases in style (9). The latest partnership among Lenzing, Advance Denim, and ROICA™ by Asahi Kasei extends beyond the capsule collection. It signifies a deeper dedication to instigating positive changes within the denim industry through innovative partnerships. As consumers become more conscious about the impact of their fashion choices, collaborative efforts like this will be pivotal in shaping the direction of denim's future.”

The new denim collection will be showcased at the Advance Denim booth No.22 and Lenzing booth No. 24 during Kingpins Hong Kong, November 21–22, 2024.

(1) https://www.asahi-kasei.co.jp/fibers/en/roica/specialities/pdf/roica_v550.pdf

(2) TENCEL™ Lyocell fibers are made with at least 50% less carbon emissions and water consumption compared to generic lyocell and modal. Results based on LCA standards (ISO 14040/44) and available via the Higg Materials Sustainability Index (MSI) v3.8 by Cascale (formerly Sustainable Apparel Coalition).

(3) Adhering to the company’s commitment to environmental protection and resource preservation, Lenzing procures wood and pulp only from certified or controlled sustainable sources. In its Wood and Pulp Policy, Lenzing is committed to procuring wood and pulp exclusively from non-controversial sources.

(4) Savings consider solvent recovery. Compared to generic (unbranded) lyocell. Results based on LCA standards (ISO 14040/44) and available via Higg MSI (Version 3.8).

(5) TENCEL™ Lyocell fibers are certified with the widely recognized EU Ecolabel (license no. AT/016/001). The EU Ecolabel is the European Union’s official voluntary label for environmental excellence. EU Ecolabel products have a reduced environmental impact across multiple stages of the product life cycle.

(6) TENCEL™ Lyocell and Modal fibers are naturally soft and smooth to the touch.

(7) https://www.tencel.com/images/assets/claims/document/claim-proof-tencel-lyocell-fiber-snapshot-202401.pdf

(8) LENZING™ Lyocell standard fibers are certified by TÜV AUSTRIA as biodegradable in soil, freshwater and marine environments, and compostable under home and industrial conditions. Please find out more at https://www.tencel.com/claims

(9) To foster a sustainable global textile and nonwovens industry, Lenzing follows three strategic principles within the context of its “Naturally Positive” sustainability strategy, which focuses on greening the value chain, advancing the circular economy, and collaborating for systemic change with key industry stakeholders, such as Textile Exchange, Cascale, Canopy, Together for Sustainability, Renewable Carbon Initiative, and UN Global Compact. (www.lenzing.com/sustainability)