policy initiatives - Textile Magazine
policy initiatives - Textile Magazine
policy initiatives - Textile Magazine
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new products<br />
Lenzing’s Modal fibre with<br />
Edelweiss effect<br />
Dr. Susanne Jary, Head of Marketing for Home <strong>Textile</strong>s, Lenzing<br />
Lenzing, the world’s leading<br />
manufacturer of innovative cellulose<br />
fibers, presented the botanic<br />
towel featuring the Edelweiss<br />
effect at Heimtextil in<br />
Frankfurt held during January<br />
11-14. Thanks to the natural<br />
origin of the fiber, Lenzing Modal<br />
is made from beech wood,<br />
and the botanic feeling can be<br />
incorporated into remarkable<br />
terry goods. Beech wood proliferates<br />
by rejuvenation. So no<br />
reforestation or plantations<br />
are necessary. More than half<br />
of the wood used at Lenzing<br />
comes from Austria and the<br />
remainder from the neighboring<br />
countries.<br />
The botanic origin of Lenzing Modal<br />
provides critical sustainability benefits<br />
for terry goods, benefits that are becoming<br />
increasingly important. However, it<br />
is not only the fiber’s eco-friendliness<br />
that makes it so compelling. Its performance<br />
properties such as color brilliance,<br />
absorbency and softness make<br />
terry goods of Lenzing Modal particularly<br />
appealing to consumers. In fact,<br />
89 per cent of consumers in a recent<br />
survey stated that towels with Lenzing<br />
Modal stay softer than 100 per cent cotton<br />
towels even after repeated washing.<br />
Plus, colors are richer and more intense<br />
30 | The <strong>Textile</strong> <strong>Magazine</strong> jANUARY 2012
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