Since the introduction of the groundbreaking TENCEL™ branded lyocell fiber with REFIBRA™ technology, brands around the world have jumped at the chance to work with the TENCEL™ brand’s sustainable offering, whilst subscribing to circular economy. A win-win for designers, brands and end-users alike.
Riding on this wave, Turkish innerwear and homewear brand, DAGİ, recently joined forces with the TENCEL™ brand for their latest “SENSE Collection”, comprising of 22 garments including pajamas, intimates and sleep tees, all featuring the unique TENCEL™ Lyocell fibers with REFIBRA™ technology.
DAGİ is the first TENCEL™ x REFIBRA™ fibers co-branding partner in Turkey, and the first ever to use the new low fibrillation version for innerwear garments. Low fibrillation version improves pilling on clothes and will remain looking fresh for longer.
No stranger to the eco-friendly TENCEL™ branded fibers, DAGİ had used TENCEL™ branded modal fibers in previous collections. DAGİ was excited to continue working with TENCEL™ branded fibers due to their unparalleled quality, gentle touch and most importantly, customer feedback. Customers unanimously loved DAGİ x TENCEL™ branded garments.
TENCEL™ x REFIBRA™ fibers offer designers like DAGİ the best of both worlds. The brand’s new collection features the hallmark characteristics of TENCEL™ branded fibers, such as exceptional thermal regulation, durability and superior comfort. Each garment is made perfect for home and sleep, with the added benefit of circularity in fiber production. This approach involves cotton scraps being mixed with wood pulp from sustainably managed forests, enabling garments created with TENCEL™ x REFIBRA™ fibers be completely biodegradable.
For this special collection, DAGİ wanted to spread awareness about TENCEL™ x REFIBRA™ technology across Turkey. This began with a bespoke collaborative hangtag detailing the fiber’s features and TENCEL™ brand’s innovative circular economy process. To take the collaboration further, DAGİ fitted out four flagship stores with co-branded window displays and published advertorial content in this year’s September issues of Turkish fashion publications InStyle and ALL.
DAGİ also engaged 79 Turkish fashion and lifestyle influencers to share the story behind TENCEL™ brand’s contribution to circular economy and the importance of embracing environmentally responsible lifestyles. Moreover, the TENCEL™ brand and DAGİ gifted influencers with a “Good Things Inside” box, containing one garment from the collection in addition to sleep tea, lavender oil and a TENCEL™ x REFIBRA™ fibers info card.
TENCEL™ x REFIBRA™ fibers’ first co-branding partner in Turkey marks a significant milestone for the TENCEL™ brand, as it substantiates the shift in the fashion industry towards sustainable and circular alternatives to traditional fibers. The TENCEL™ brand is excited to continue expanding its co-branding partnerships across Turkey and the world, as more brands are switching to sustainable fibers.