President Donald Trump recently signed an executive order aimed at combating fraudulent ‘Made in America’ labels by foreign manufacturers and sellers.

The order directs Federal Trade Commission (FTC) chairman to prioritise enforcement actions against sellers and manufacturers that falsely claim their products are made in America or make similar assertions in violation of existing law, the White House said in a factsheet.

President Donald Trump recently signed an executive order aimed at combating fraudulent ‘Made in America’ labels by foreign manufacturers and sellers.
The order directs Federal Trade Commission chairman to prioritise enforcement actions against ⁠sellers and manufacturers that falsely claim their products are made in America or make similar assertions in violation of existing law, the White House said.

It directs all agencies with country-of-origin labeling oversight, in consultation with the FTC chair, to consider new regulations and ensure consistent guidance.

The order also requires agencies overseeing government-wide acquisition contracts to periodically verify American-origin claims for products sold to the federal government, the factsheet said.

Violators should be referred to the Justice Department, it added.

Fibre2Fashion News Desk (DS)

Lenzing – The Lenzing Group, a leading global producer of regenerated cellulosic fibers, shared the China market debut of its latest fiber innovation, TENCEL Lyocell – HV100, at Intertextile Shanghai Apparel Fabrics – Spring Edition. Originally developed for denim constructions and first introduced at Kingpins Amsterdam in September 2025, TENCEL Lyocell – HV100 is now advancing beyond denim applications into broader woven apparel categories. The fiber is a key component of Lenzing’s strategy to offer premium fibers that serve growing global consumer demand for alternative, more responsible fabrics¹ ² ³.

The promising launch of HV100 is being propelled by Lenzing’s partnerships with mills and their trust in the TENCEL brand. With initial traction in denim, development has now expanded into bottom-weight fabrics like chinos and shirting. Chinese mill partners are at the forefront of bringing these next-phase applications to market.

Lenzing AG introduced TENCEL Lyocell-HV100 in China at Intertextile Shanghai Apparel Fabrics – Spring Edition.
First developed for denim, the fibre is now expanding into woven apparel such as chinos and shirting.
Chinese mills are helping scale the innovation, designed to create natural-looking matte fabrics while retaining TENCEL’s softness and environmental profile.

“China is one of the world’s leading markets for innovation and we are committed to strengthening our partnerships with brands, retailers and fabric mills across the country,” said Yann Lepage, Executive Vice President, Commercial Textiles at Lenzing AG. “The new TENCEL Lyocell – HV100 fiber reflects our collaborative approach to innovation, acting on client insight with our R&D expertise to deliver a differentiated solution to the market. We very much look forward to continuing to work closely with our partners here in China. Together we are driving product innovation and supporting the evolving needs of this important market.”

Demand driven by consumer trust

The growing momentum behind TENCEL Lyocell – HV100 reflects the value and trust consumers, mills and brands place in the TENCEL brand, particularly in China.

According to a NielsenIQ study¹, TENCEL is the fiber brand that consumers in China are most aware of for the fifth consecutive year, with purchase intent reaching 92% for apparel. Globally, among consumers familiar with the TENCEL brand, 85% express intent to purchase garments made with its fibers, while 88% report satisfaction with products they have purchased containing TENCEL fibers. 

Engineering texture, expanding applications

TENCEL Lyocell – HV100, while serving a market need, carries the same strong environmental credentials as the broader LENZING Lyocell fiber portfolio. The fiber was engineered to create fabrics that look and feel close to natural fibers while retaining the soft hand-feel and environmental profile TENCEL fibers are known for.  Through the Variocut technology, Lenzing creates controlled variation in the TENCEL Lyocell – HV100 fibers staple lengths which produces subtle surface irregularities and a matte finish to give fabrics an organic, less uniform appearance.

“TENCEL Lyocell – HV100 is a unique offering for the apparel market. While standard TENCEL Lyocell is known and loved for creating smooth and even fabrics, TENCEL Lyocell – HV100 provides a look and feel that is more reminiscent of naturally grown fibers. TENCEL Lyocell – HV100 thus opens up new possibilities in segments where a more matte and irregular fabric surface is desired,” said Julia Ulrich, Head of Product Management Textiles, Lenzing.

China mills as catalysts for global innovation

Chinese textile manufacturers play a pivotal role in scaling new fiber concepts for the global textile market. These mills serve not only domestic demand but also act as R&D partners and production engines for international and Chinese brands alike. Their technical sophistication and established relationships with brands and retailers worldwide make them essential partners in bringing innovations like TENCEL Lyocell – HV100 from concept to commercial scale.

“For the Chinese market, TENCEL Lyocell – HV100 opens a new chapter especially in denim, delivering the rugged, matte texture that high-end denim demands, built on a foundation of comfort and responsibility. Partners like Advance Denim have demonstrated how their craftsmanship turns TENCEL Lyocell – HV100 into high quality, responsible fabrics,” said Vincent Hu, Senior Commercial Director, Textiles China, Lenzing.

Mills currently testing TENCEL Lyocell – HV100 report predictable processing across standard spinning and weaving equipment. Texture intensity can be adjusted through blend composition, giving designers flexibility from warp to weft constructions.

Wang Zongwen, Managing Director of Advance Denim shared, “Having partnered with Lenzing for over two decades, we have always been dedicated to tackling industry pain points and meeting consumers’ demand for comfort. This collaboration is especially exciting, we have jointly tackled a ‘seemingly impossible’ challenge, building on the exceptional drape, strength, and environmental advantages of TENCEL Lyocell, and endowing it with a cotton-like natural luster. This product is a significant breakthrough in advancing the denim category and a testament to Lenzing’s technical prowess.”

“Through the blending of long and short fibers, TENCEL Lyocell-HV100 delivers an unprecedented texture of natural fibers, with production results achieving an exceptionally high first-pass quality that far exceeded expectations. I believe that this ‘cotton-like’ new style not only injects vitality into denim but also holds the potential to extend into areas like knitwear and sweaters in the future, with the long-term promise of reshaping the landscape of niche markets,” added Wang Gang, Marketing Director of Denim Yarn at Texhong International Group.

Enabling the next chapter of innovation together

The China debut of TENCEL Lyocell – HV100 marks the next phase of innovation and will support higher-value product development, broader applications and deeper cross-value-chain collaboration. Lenzing invites industry partners to explore TENCEL Lyocell – HV100 and the broader fiber portfolio.

Detailed fiber specifications, application guidelines and certification information are available through Lenzing Pro (lenzingpro.com), Lenzing’s digital platform built for supply chain partners.

TENCEL Lyocell – HV100 at a glance:

Fiber characteristics

• Linear density: 1.7 dtex
• Luster: Semi-dull (matte aesthetic)
• Staple length: High variation (Variocut technology)
• Blending flexibility: Variable ratios with TENCEL  Lyocell Standard or cotton

Environmental profile

• Carbon footprint: ≥50% reduction vs. generic lyocell
• Water consumption: ≥50% reduction vs. generic lyocell
• Sourcing: FSC® (FSC-C041246) or PEFC-certified/controlled wood
• Manufacturing: Closed-loop process with >99.8% solvent recovery

Current applications

• Denim (including warp constructions)
• Woven apparel (bottom-weight fabrics, shirting)

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (RM)

American fashion retailer a.k.a. Brands Holding Corp has reported net sales of $600.2 million in fiscal 2025 (FY25) ended December 31, 2025, up 4.4 per cent year on year (YoY), as the portfolio of digital-first fashion brands continued expanding its US retail presence and direct-to-consumer (DTC) operations.

Despite revenue growth, the company posted a net loss of $31.4 million in FY25, compared with a loss of $26 million in FY24. Adjusted EBITDA stood at $19.7 million, or 3.3 per cent of net sales, down from $23.3 million in the previous year, a.k.a. Brands said in a press release.

a.k.a. Brands has reported net sales of $600.2 million in FY25, up 4.4 per cent YoY, driven by US retail expansion and DTC growth.
However, net loss widened to $31.4 million, while adjusted EBITDA declined to $19.7 million.
The company opened new Princess Polly stores, reduced inventory and improved cash flow.
It expects FY26 sales of $625-635 million with stronger profitability.

“We are pleased with the progress we made in 2025 as we continued to execute against our strategic priorities and strengthen the foundation of the business,” said Ciaran Long, chief executive officer of a.k.a. Brands adding, “We delivered another year of growth, with net sales increasing 4.4 per cent to $600 million, including 7 per cent growth in the US, which is now up 25 per cent on a two-year stack. During the year, we diversified our supply chain, reduced inventory by 10 per cent, opened eight new Princess Polly stores and continued to invest in our brands. Importantly, we expanded gross margin by 30 basis points despite a dynamic trade environment.”

The company also announced that it has executed eight new Princess Polly store leases across the United States, with additional retail locations expected to be announced during the year as part of its omnichannel expansion strategy.

Operating expenses rose in the fourth quarter as the company increased its retail footprint and faced higher administrative costs. Selling expenses reached $51 million, accounting for 31.1 per cent of net sales, compared with 28 per cent YoY. Marketing expenses declined to $20.5 million, representing 12.5 per cent of net sales, reflecting more efficient marketing investments. General and administrative expenses increased to $30.3 million, partly due to non-routine legal matters.

Meanwhile, the company recorded fourth quarter (Q4) net sales of $164 million, rising 3.1 per cent YoY. The net loss widened to $14.5 million, compared with $9.4 million a year earlier, while adjusted EBITDA declined to $2.5 million from $6.2 million. Gross margin in Q4 stood at 55.6 per cent, slightly lower than 55.9 per cent in the same period of 2024 due to temporary out-of-stock issues in popular styles during October linked to supply-chain adjustments.

The company ended the quarter with $20.3 million in cash and cash equivalents, while inventory declined to $86.2 million, down from $95.8 million a year earlier. Total debt stood at $111.1 million, largely unchanged from the previous year.

Cash flow from operations improved significantly to $16.4 million in 2025, compared with $0.7 million in 2024, driven mainly by stronger inventory sell-through.

Looking ahead, a.k.a. Brands expects fiscal 2026 net sales between $625 million and $635 million, with adjusted EBITDA projected between $27 million and $29 million. For the first quarter (Q1) of 2026, the company forecasts net sales of $130 million to $132 million and adjusted EBITDA of $1.5 million to $2 million.

“We enter 2026 from a position of strength, with growing momentum across the brands and mid-single-digit net sales growth quarter to date,” noted Long adding, “We remain focused on driving direct-to-consumer growth through exclusive, trend-right product and disciplined marketing. We see significant opportunity to expand our reach through targeted retail growth, including the new Princess Polly stores announced today, as well as strategic wholesale partnerships. At the same time, we are simplifying the business and embedding AI-driven tools to move faster, operate more efficiently and support margin expansion. We believe 2026 represents an inflection point for the company, and we are confident in our ability to deliver sustainable growth, expand adjusted EBITDA and create long-term shareholder value.”

Fibre2Fashion News Desk (SG)