Asahi Kasei celebrates 90th anniversary of Bemberg™ cupro fiber and launches rebranding

(Sponsored content)

Overview of Bemberg™ cupro fiber

Bemberg™ is the brand name of the world’s only cupro fiber, which is manufactured by Asahi Kasei in Nobeoka, Miyazaki Prefecture, Japan. With its beautiful luster and smooth silky texture together with functional properties of moisture absorption/release and feeling cool to the touch, it is used around the world in various applications such as linings, ethnic garments, outerwear, and innerwear. Being made from cotton linter, a by-product of cottonseed oil production, as well as being biodegradable and compostable for circularity, Bemberg™ is an environmentally friendly material.

90-year history of Bemberg™

The Bemberg™ business has been advanced flexibly in accordance with social conditions and changing fashions. 

The history of Bemberg™ has been one of continually finding new applications and product developments in cooperation with partner companies sharing the same values throughout the process of procuring raw material, manufacturing raw yarn, processing yarn, weaving, knitting, and dyeing.

Rebranding of Bemberg™

The current business environment is changing rapidly with the need to solve environmental issues on a global scale, efforts such as the SDGs to solve social challenges, and the heightening importance of value creation.  In reconsideration of the brand value of Bemberg™ in this dramatically changing environment, the rebranding is performed so that Bemberg™ will continue to be loved by customers and provide value that suits the times.

New tagline

To clearly convey the ideal and meaning of the Bemberg™ brand to customers, the brand is renewed with a new tagline of “Crafted Elegance.”

Crafted: Japan-made cellulose fiber produced exquisitely
Not extravagance, but universal beauty

Moving forward with Bemberg™ embodying “Crafted Elegance,” Asahi Kasei will pursue heightened value creation through technological innovation to improve the environment and provide solutions to social issues, leveraging the status of Bemberg™ as a one-of-a-kind material loved by customers.

New Bemberg™ website

The Bemberg™ website is renewed to gain recognition among customers of the new tagline “Crafted Elegance” and its value.  The new website will provide information that meets the needs of the times while refreshing the image of Bemberg™ through a renewed design and enriched content.

Visit the new Bemberg™ website ➔

Keep an eye on Bemberg™ on the Première Vision Marketplace ➔

Visit the Bemberg™ by Asahi Kasei stand n° 4E34 during Première Vision Paris this February.

(Bemberg™ and Bemliese™ are registered trademarks of Asahi Kasei Corp. Register number: B01Z479)

Previous post Conference: Activate 100% circular fashion! Next post The Première Vision Paris and Première Vision New York shows are still on