Lenzing Group announced the introduction of Eco Pure technology which enhances the production of environmentally responsible modal fibres for the textile industry. TENCEL™ Modal fibers with Eco Pure technology are considered as the most environmentally responsible option among existing modal fibres in the industry. Total chlorine-free bleaching in pulp and fibre delivers the industry’s new standard of clean modal fibre production. With the gentle bleaching process, textiles made predominantly of such fibres tend to be softer than conventionally bleached TENCEL™ Modal fibers, and are very suitable for undergarments, loungewear, bedding and more. The Eco Pure technology features an eco-responsible production process guided by the EU Ecolabel , a label of environmental excellence that is awarded to products and services that meet high environmental standards throughout their life-cycle .