Lenzing’s denim business is finding its own voice. The producer of wood-based cellulose fibers is trading in its scientific persona for an edgier image with Carved in Blue, the company’s new blog that “delves into the inner workings and innovations of the denim industry.”

With environmental responsibility at the forefront of consumer consciousness and denim’s return to fashion, the company said the timing was right to launch a denim-specific vertical. The blog offers insights from brands using Tencel and Lenzing Modal in their product, as well as well as the personalities and stories that make the denim business dynamic and authentic.

“We have been telling our denim stories for years and recently observed an increasing development of Tencel and Lenzing Modal in the denim market,” said Lenzing Director of Global Business Development for Denim Tricia Carey. “It has been amazing to reminisce on the early days of Tencel and our evolution in denim fashion trends and core collections. We built Carved in Blue to have a digital platform to tell our tales and those of our customers while capturing the vigor our fibers bring to the denim market.”

Lenzing reports demand for man-made cellulose fibers is expected to increase five to six percent year on year to 2020—nearly twice as fast as the global fiber market. Carved in Blue is the latest endeavor in Lenzing’s broader business goals of increasing its share of revenue generated by eco-friendly specialty fibers to 50 percent by 2020 and getting closer to its customers, two key cornerstones in the company’s scoreTEN strategy.

The company recently announced revenue for first quarter of 2016 jumped 8.1% to 512.8 million euro ($581.1 million), owed in large part to high demand for its fibers and the market’s higher fiber prices.

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