NEW YORK–(COMMERCIAL THREAD) – Asahi Kasei, a diverse Japanese multinational, celebrates the 90th anniversary of its Cupro Bemberg ™ fiber activity in 2021 and the launch of a rebranding to mark the occasion.
Bemberg ™ is the brand name for the world’s only cupro fiber and is manufactured by Asahi Kasei in Nobeoka, Miyazaki Prefecture, Japan. This super-soft fabric has functional moisture absorption / wicking properties, so it keeps the wearer dry and cool. It is used all over the world in linings, ethnic clothing, outerwear, and indoor wear. Made from cotton linter, a by-product of cottonseed oil production, in addition to being biodegradable and compostable for circularity, Bemberg ™ is a sustainable and environmentally friendly material.
90 years of Bemberg ™ history
The Bemberg ™ company has evolved flexibly according to social conditions and changing fashions. The history of Bemberg ™ is one of continuous research for new applications and product developments in cooperation with partner companies sharing the same values throughout the process of raw material procurement, raw yarn manufacturing, processing. yarn, weaving, knitting and dyeing.
Start of Bemberg ™ production
Production of raw knitting yarn begins
Start of large-scale supply of raw yarn for dyed yarn linings
Industry’s first CHOP (outsourced processing) system launched
Production of Bemberg ™ staple fibers begins
Expansion in the areas of clothing and materials
(woven labels, metallic fibers, hair implantation, craft thread, etc.)
Start of production of Bemliese ™ nonwoven
Production of hollow fiber for artificial kidneys begins
Entry into the field of outerwear with the development of the Chezelle ™ fibrillated material
Creation of the coating laboratory
Stop production of skeins
Extension of functional materials for indoor clothing
Production of Bemberg ™ by other companies ends, making Asahi Kasei the only manufacturer in Bemberg ™ *
* Technology from JP Bemberg from Germany has been used by several companies
Participation in the Business Call to Action (BCtA)
Obtaining GRS (Global Recycled Standard) certification
90th anniversary of Asahi Kasei’s Bemberg ™ activity
Forward for the next century
In celebrating the 90th anniversary of its Bemberg ™ business, Asahi Kasei looks to the next century by advancing efforts to improve the environment and bring solutions to society by implementing measures towards carbon neutrality by 2050 , by strengthening the traceability of raw materials and by developing technology to reduce the environmental burden on the entire supply chain. Although Bemberg ™ is a rare material that accounts for only 0.02% of total global fiber production, Asahi Kasei pursues value creation and sustainability with its stakeholders as the sole manufacturer of cupro fibers.
Rebranding of Bemberg ™
Today’s business environment is changing rapidly with the need to address environmental issues on a global scale, efforts such as the SDGs to address social challenges and the growing importance of value creation. By reconsidering the brand value of Bemberg ™ in this rapidly changing environment, the rebranding is effected so that Bemberg ™ continues to be loved by customers and delivers value appropriate for the time.
To clearly convey the ideal and meaning of the Bemberg ™ brand to customers, the brand is renewed with a new slogan of “Crafted Elegance”.
Moving forward with Bemberg ™ embodying “handcrafted elegance,” Asahi Kasei will pursue the creation of increased value through technological innovation to improve the environment and provide solutions to social problems, leveraging Bemberg’s status. ™ as a one-of-a-kind material loved by customers.
New Bemberg ™ website
The Bemberg ™ website is updated to get customers to recognize the new “Crafted Elegance” slogan and its value. The new website will provide information that meets the needs of the times while refreshing the image of Bemberg ™ with a renewed design and enriched content.
The new Bemberg ™ website:
Bemberg ™ and Bemliese ™ are registered trademarks of Asahi Kasei Corp.
About Asahi Kasei
The Asahi Kasei Group contributes to the lives and the lives of people around the world. Since its founding in 1922 with ammonia and cellulose fiber companies, Asahi Kasei has grown steadily through the proactive transformation of its business portfolio to meet the ever-changing needs of every age. With more than 40,000 employees worldwide, the company contributes to a sustainable society by providing solutions to global challenges through its three business segments of materials, homes and healthcare. For more information visit www.asahi-kasei.com.