Earth Day is every day for Mother of Pearl’s creative director Amy Powney. See inside her new role as Tencel's brand ambassador.
“Millions [of trees are] cut down each year, and our demand is only growing — it has doubled in the last decade,” Powney said. “This is leading to the destruction of some of our most ancient and endangered forests. Tencel offers a sustainable alternative to this where the trees are managed under strict regulations to make sure that the planet’s natural resources are replenished.
Mother of Pearl x Tencel product, a tree will be planted through the Tencel and One Tree Planted partnership, by Tencel, to support awareness around the event.Mother of Pearl’s ongoing use of Tencel, the launch of its Buy One Get One Tree campaign, and what’s coming up next for the brand.Tell us about Mother of Pearl x Tencel.
The Lenzing Group, of which Tencel is their flagship brand, manage their forests sustainably and their Tencel lyocell and modal fibers are produced through environmentally responsible processes. They are also biodegradable and compostable, helping to maintain an environmental balance and ensure they’re fully integrated into nature’s cycle.
These 11 filters allow the customer to understand exactly what we’ve done with each garment to ensure that we are making the best possible choice for people and the planet. It demonstrates our unique commitment as a brand to be traceable and transparent throughout the entire supply chain, not only when looking at the final garment production. It is a revolutionary way of shopping, not simply focused on the type of product but also the story of its creation.
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