TOKYO–(BUSINESS WIRE)–Asahi Kasei is celebrating the 90thanniversary of its Bemberg� cupro fiber business in 2021, and launching a rebranding to mark the occasion.
90th Anniversary
Overview of Bemberg cupro fiber
Bemberg is the brand name of the worlds 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.
1931 | Start of Bemberg production |
1940s | Start of production of raw yarn for tricot |
1950s | Start of large-scale supply of raw yarn for yarn-dyed linings Start of the industrys first CHOP (outsourced processing) system |
1960s | Start of production of Bemberg staple fiber Expansion in apparel and material fields (woven labels, metallic fibers, hair implantation, handicraft yarn, etc.) |
1970s | Start of production of Bemliese nonwoven fabric Start of production of hollow fibers for artificial kidneys |
1980s | Entry to field of outerwear with development of Chezelle fibrillated material |
1990s | Establishment of Lining Laboratory Discontinuation of hank production |
2000s | Expansion of functional materials for innerwear Production of Bemberg by other companies ends, making Asahi Kasei the only Bemberg manufacturer* * Technology of J.P. Bemberg of Germany had been used by several companies |
2010s | Participation in Business Call to Action (BCtA) Acquisition of GRS (Global Recycled Standard) certification |
2021 | 90th anniversary of Asahi Kaseis Bemberg business |
Ahead to the next century
In celebrating the 90th anniversary of its Bemberg business, Asahi Kasei 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% of the worlds total fiber production, Asahi Kasei is pursuing value creation and sustainability together with its stakeholders as the only cupro fiber manufacturer.
Rebranding of Bemberg
Background
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
Elegance: 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.
The new Bemberg website:
https://www.asahi-kasei.co.jp/fibers/en/bemberg/
Bemberg and Bemliese are registered trademarks of Asahi Kasei Corp.
Contacts
For more information, please contact:
Dai TERAMURA
Asahi Kasei Corp.
Performance Products SBU
Bemberg Div.
Bemberg Sales Dept.2
Email:bemberg@om.asahi-kasei.co.jp
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