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26th November 2012, Lenzing

Lenzing repositions Modal brand


Lenzing is repositioning its Lenzing Modal brand to reflect the new Modal production technology it now employs. The Austrian company says the slogan ‘Makes the World a Softer Place’ will now be changed to ‘CO2 Neutral Softness by Edelweiss Technology’.

Lenzing says its symbiotic production process makes Lenzing Modal CO2 neutral* and the full integration of its site in Austria, pulp production and fibre production in the same location, leads to the recovery of excess energy and valuable wood substances.

According to Lenzing, pulp production at Lenzing is energy self-sufficient and also generates energy for Modal production as a whole. “We are proud that Lenzing Modal is CO2 neutral*. Born from our desire to produce in an increasingly eco-friendly manner, we have developed proprietary production techniques. We have become pioneers in the design of wood organic refineries”, Dieter Eichinger, Vice President Lenzing Textil, explains.

“This combination makes Lenzing Modal unique. Where else can you find Modal production which uses beech wood and operates in an energy self-sufficient manner, recovering 95% of the chemicals required in the process? This is definitely something unique worldwide.”

Lenzing Modal is Edelweiss

“Lenzing Modal is much more than just simply soft. We wish to pay tribute to this fact and reposition the Lenzing Modal brand”, Marketing Director Andreas Dorner explains.

“Expanding the fibre’s image from softness to eco-friendliness mirrors the changes in the demands from the marketplace. Today customers not only seek a high-quality product. They want to be sure that it was produced in a fair and eco-friendly way”, Dorner continues.

“The environmentally compatible production of Lenzing Modal is reflected with the term ‘Edelweiss technology’. It is only at Lenzing that all the environmental parameters are applied: pulp production and fibre production at a single site, the use of domestic beech wood, up to 95% recovery of the chemicals used, and environmental technologies specifically developed for this purpose.”

Now Lenzing Modal will be available in greater quantities and ‘bleached with oxygen’, the company says. This is another step to make the fibre eco-friendlier and nearly half of overall Lenzing Modal production can be manufactured in this process.

* CO2 neutrality relates to the life cycle analysis which was performed


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