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Instead, he's using an Austrian micromodal from Lenzing, the world leader in cellulose (or wood pulp) fibers, which includes modal, viscose, and lyocell. (Some producers of those materials have caused deforestation in Alaska, Chile, and the Amazon, but Lenzing is audited by the Forest Stewardship Council and Canopy to ensure it isn't affecting endangered forests; it was ranked the number one producer of wood-based fibers in 2019.) While traditional cotton can stretch or wear out over time, Punjya says his modal tees will last for years if they're properly cared for (not dry cleaned!), making it easier to justify the higher price.
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