Celebrating the 90th anniversary of its Bemberg business, Japan’s Asahi Kasei is marking the occasion with a rebranding of its biodegradable and compostable cupro fibre.
Bemberg is the brand name of the world’s only cupro fibre and is manufactured by Asahi Kasei in Nobeoka, Miyazaki Prefecture, Japan. This ultra-smooth fabric has functional properties of moisture absorption/release, so it keeps the wearer dry and cool. It is used around the world in linings, outerwear, and innerwear. Being made from cotton linter, a byproduct of cottonseed oil production, as well as being biodegradable and compostable for circularity, Bemberg is a sustainable and environmentally friendly material.
According to Asahi Kasei, 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.
Celebrating the 90th anniversary of its Bemberg business, Asahi Kasei says it is looking ahead to the next century by advancing efforts to improve the environment and provide solutions for society by implementing measures toward carbon neutrality by 2050, strengthening the traceability of raw materials, and developing technology to reduce the environmental burden across the entire supply chain. Although Bemberg is an uncommon material which accounts for only 0.02 per cent of the world’s total fibre production, the company is pursuing value creation and sustainability together with its stakeholders as the only cupro fibre manufacturer.
“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,” Asahi Kasei said. “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.”
To clearly convey the ideal and meaning of the Bemberg brand to customers, the brand is being renewed with a new tagline of “Crafted Elegance.”
Moving forward with Bemberg embodying “Crafted Elegance,” Asahi Kasei says it 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”