Iris von Arnim & Rebelle collaborate to draw attention to circular economy in luxury fashion

Iris von Arnim & Rebelle collaborate to draw attention to circular economy in luxury fashion

The German cashmere label Iris von Arnim and the online marketplace for secondhand designer fashion, Rebelle, have teamed up to draw attention to the topic of circular economy in luxury fashion. From now on, customers who offer a pre-loved Iris von Arnim item for sale on Rebelle will receive a €100 voucher that can be redeemed in the Iris von Arnim shops as well as online. The cooperation gives customers an incentive to give their no longer worn Iris von Arnim pieces a second life by selling them on

“We have to change the way we think and act in order to create a sustainable and circular fashion industry,” explains Cécile Wickmann, founder and managing director of REBELLE. “We would like to encourage our customers to make conscious buying decisions and to invest in fewer, but in high-quality articles and brands. Because they keep their quality and value over time, while the taste or size sometimes changes. By reselling these pre-loved pieces, we extend their lifecycle, save water and energy and reduce pollution. We are therefore very pleased that the big luxury brands are also dealing with the topic and are enthusiastic about the idea of re-selling their own products. Iris von Armin sets a very good example here.”

“The topic of re-sale has become an important and sustainable factor when it comes to the circular economy in fashion. Luxury brands must understand it as an essential element of future consumption and as an opportunity,“ says Valentin von Arnim, Managing Director of Iris von Arnim. Pre-loved fashion also serves the demand of younger target groups for more individuality. Rebelle combines all of these topics with a high level of service and is therefore the best partner for us. Our products are made for a very long life – and thus also for a second or third ownership cycle.”

Eastman Naia and DuPont Biomaterials collaborate to launch new sustainable fabric collection

Eastman Naia and DuPont Biomaterials collaborate to launch new sustainable fabric collection

To meet a growing demand for sustainable fashion options, Eastman and DuPont Biomaterials today announced the launch of a fabric collection made with sustainable, biobased materials. The collaboration blends Naia from Eastman and DuPont Sorona fibers to create garments with exceptional stretch and recovery, luxurious drape and a smooth, soft hand feel.

The new collection will expand the future of sustainable textiles for designers to use for comfortable everyday casual wear. Visitors to the Intertextile show this week in Shanghai, China, will be able to experience the new fabrics by visiting booth 4.1 -E103. Brands can also see the collection at the Première Vision marketplace site.

Eastman Naia cellulosic fiber is the perfect choice for fabrics in womenswear. The Naia portfolio of sustainable fibers gives designers more choices and versatility to create. Naia filament yarn transforms fabrics into luxurious, comfortable, and easy-to-care-for fabrics, while Naia staple fiber blends perfectly with other eco-conscious fibers to create supremely soft, quick-drying fabrics that consistently reduce pilling.

Micam Milano 90 #STRONGERTOGETHER editionMicam Milano 90 #STRONGERTOGETHER editionMicam Milano 90 #STRONGERTOGETHER edition

Micam Milano 90 #STRONGERTOGETHER edition

From the 19th to the 21st of September 2020, DaTE, an event dedicated to eyewear, opened in Florence. At the same time, in Milan, (19th to 22nd September) the HOMI Fashion & Jewels Exhibition, lead the way – an event dedicated to jewellery and fashion accessories, organised by Fiera Milano. Then, partially simultaneously, from the 20th to the 23rd of September, the other events that make up the Confindustria Moda constellation were held: MICAM Milano, the International Exhibition dedicated to footwear, now in its ninetieth edition, MIPEL, an international event dedicated to leather goods, an edition of TheOneMilano Special, featured by MICAM, the women’s haut-à-porter salon, and A NEW POINT OF VIEW, the special format by LINEAPELLE that will showcase the most exclusive semi-finished leather products. Micam’s #STRONGERTOGETHER: The accessory events restarted together to support the respective market sectors!

Balenciaga launches charity capsule collection ‘Pink Ribbon Capsule’

Balenciaga launches charity capsule collection ‘Pink Ribbon Capsule’

Balenciaga has launched a new capsule collection from which 10% of the proceeds will be donated to charity. Named the “Pink Ribbon Capsule,” the range features tees, long-sleeves and hoodies with the slogan “WE ARE PINK” accompanied by the universally recognized symbol for breast cancer awareness, the looped pink ribbon.

10% of the proceeds from the products will help fund a research program at Institut Curie aiming to demonstrate the utilit of an early breast cancer relapse detection method, which measures circulating tumor DNA from a simple blood draw.

Raf Simons to launch Womenswear

Photo Credit

Raf Simons to launch Womenswear

Raf Simons has announced that he will be launching a Womenswear collection in October 2020. The news follows his (soon to be revealed) first collection for Prada. The Raf Simons S/S 2021 collection will be presented on October 23rd, 2020 alongside the S/S 2021 collection.  
MICAM Milano Digital Show

MICAM Milano Digital Show

MICAM Milano Digital Show was created with the aim of completing the traditional MICAM Milano exhibition offer. It is a digital platform designed to provide exhibitors with enhanced business opportunities, thanks to its full integration with modern digital marketing and customer management tools, creating the perfect match between buyer and exhibitor.

MICAM Milano has established a strategic partnership with NuORDER, the leading eCommerce platform for b2b purchases and sales, establishing a single platform for communication, sales support and post-sale services for the footwear industry.

Exhibitors can publish their product catalogues on the new digital platform and reach a community of over 500,000 buyers, enabling their customers to find them and plan their visit before coming to the fair, and continue to browse the collection and place orders after the physical event is concluded. The digital platform is available to access until November 15th, 2020.

Marc Jacobs partners with Dr. Martens for 60th anniversary of the footwear brand

Marc Jacobs partners with Dr. Martens for 60th anniversary of the footwear brand

Marc Jacobs has teamed up with Dr. Martens as part of the iconic footwear brand’s ongoing 1460 remastered collaboration to celebrate its 60th anniversary.

Inspired by the years of customisation and DIY attitude that has shaped both brands, their latest 1460 Remastered boot is completely vegan with all the same disruptive DNA. Jacobs first collaborated with Dr. Martens, 27 years ago in 1993, with his DM’s-adored Perry Ellis grunge collection and it is this “shared history of rebellion” that the designer was chosen to be part of the 1460 remastered collaboration series.

Burberry Spring/Summer 2021

Burberry Spring/Summer 2021

Riccardo Tisci’s Spring/Summer 2021 Burberry collection ‘In Bloom’ was brought to life amongst the freedom of the British outdoors through a powerful live performance – created by Riccardo and artist Anne Imhof and staged for a digital audience.

‘As humans, we have always had a deep affinity to nature. We have had to respect and rely upon its power for our very existence, whilst marvelling and revelling in its extraordinary beauty. Especially recently, we have all yearned to reconnect again. For this show, I wanted to celebrate these feelings by bringing our community together in a creative experience that takes place within the beautiful, natural landscape of Britain.’ -Riccardo Tisci, Chief Creative Officer

Digital Roundup: S/S 2021 Digital Fashion Weeks

Photo Credit :Balenciaga

Digital Roundup: S/S 2021 Digital Fashion Weeks


As global travel restrictions disrupted the fashion calendar this year, designers and fashion brands had to creatively adapt to a new virtual presentation format. London Fashion Week Digital, Paris Fashion Week Online and Milan Digital Fashion Week were all presented online with some brands also incorporating offline components.

Among the standout presentations were Prada, whose “Prada Multiple Views SS21” collection commissioned diverse global artists to make creative short films; Loewe, whose menswear S/S 2021 collection was a “Show-in-a-Box” that translated the collection into physical objects presented in a ten-pound archival dossier; Jacquemus whose physical runway show “L’Amour,” set in a wheat field in Us, France, was coupled with a robust social media campaign; “Phlegethon,” Rick Owens’ menswear S/S 2021 video presentation, filmed in Italy; and a lookbook from Gucci worn by the brand’s design team and presented with a 12-hour livestream video.

In spite of this creativity, overall critical reception was mixed. There was consensus that these first digital fashion forays were more prototype than finished product. Speaking to Women’s Wear Daily, Bruce Pask, menswear director of Bergdorf Goodman and Neiman Marcus, commented that there was not enough focus on product images. For buyers, it was difficult to grasp an idea of each collection from digital presentations which were more like mood boards than product catalogues, as Matchesfashion Men’s Style Director Simon Chilvers recently pointed out in an interview with La Conceria.

Clearly, these shows have been watched, by professionals as well as end consumers, which boosted engagement and awareness. But they did not automatically translate into wholesale sales. The digital buying process is new to everyone. Although it has certain advantages – for instance, it offers a quicker overview of product range and simplifies the selection of key outfits as well as digital archiving – it doesn’t flow naturally.

“Without the real-life interaction, it feels rushed. It’s hard to make decisions over large investments digitally,” a German buyer told WeAr. With so much at stake in an economically uncertain time, the unfamiliar environment makes the selection process much harder. Ramon Ehlen, co-owner of Labels in Sittard, the Netherlands said: “[Digital appointments] were okay, but not as nice as a normal showroom visit. It is important to feel the vibe of the showroom. In the next season, I hope we can go to the physical showroom”. And Peek & Cloppenburg KG, Düsseldorf told us: “Our buyers were positively surprised how smoothly the ordering process can run even on this changed path. Nevertheless, the digital offer cannot replace the ‘look & feel’ [of the real]. The feel of the fabrics and materials is essential for our work.”

Of the all the digital events, Milan Digital Fashion Week ranked first among digital fashion weeks with 58% (6.24M EUR) of the total combined Earned Media Value (10.74M EUR) of the events, according to DMR Group, a media monitoring firm for the luxury market. Milan Digital Fashion Week launched an ambitious online platform that with presentations from 42 fashion houses and a collection of 73 online showrooms representing 457 brands. The event also featured Together for Tomorrow, a collection of 11 new designers, and International Fashion Hub Market, with 10 international menswear brands. Brands such as Alberta Ferretti, Ermenegildo Zegna, Marni, Moschino and Prada participated along with showrooms such as Spazio38, Showroom Marcona3, and Slam Jam.

In Munich and Düsseldorf, real life showrooms, which operated under strict security measures, were well frequented. While companies like Zalando imposed a complete travel ban, other stores, like Breuninger, allowed their buyers to travel at least nationally. Whilst it is possible to order online with systems like JOOR, buying is still mainly a people’s business: buyers need to understand the brand’s emotions, and a sales person will still be required to respond to a customer’s individual wishes. As Peek & Cloppenburg put it: “For the future, a combination of process-supporting digitalisation with conventional sample parts would be desirable. We see an advantage for short-term procurement needs in the expanded offerings in the area of 3D simulations.”

Despite the challenges adapting to the new digital format, a hybrid digital and physical buying experience could offer a more efficient and innovative experience for brands and buyers alike.

RoundTable: Cleaner Denim

RoundTable: Cleaner Denim


For this special issue, WeAr asks top denim professionals – including Designers, CEOS, Manufacturers, Fabric and Fiber Specialists: WHAT WILL BE THE CRUCIAL INNOVATIONS THAT FINALLY POSITION DENIM AS A SUSTAINABLE CATEGORY?

Ani Wells, Founder, Simply Suzette

The denim industry has been working tirelessly to come up with solutions to producing this resource intensive garment. But, it seems, the collaborative efforts and knowledge shared within the denim community has put us ahead of the fashion industry in general.

Traditionally, synthetic indigo requires petroleum, formaldehyde and cyanide, as well as other toxic substances, to turn the powdered form into a liquid dye. However, the newest innovation is bio-engineered indigo, which genetically engineers bacteria to mirror the way Polygonum Tinctorium makes and holds its color. This, paired with regenerative / carbon positive farming methods and chemically recycling cotton textiles, will help position denim as a ‘sustainable’ category.

Maurizio Donadi, Founder, Atelier & Repairs

While innovation is about technical experimentation and may take time, the first innovative step to make denim a more sustainable garment is to produce less of it.

In fact, the vast majority of issues with denim lie in design flaws and the extraordinary overproduction of jeans, compromising the health of people and the environment.

Here I suggest a few steps toward a more sustainable and responsible approach to denim:
1. Design for circularity and commit to producing long-lasting goods.
2. Reduce production.
3. ‘Re-imagine’ / re-design so as to reduce the extraordinarily high obsolete global inventory of finished product and textile.
4. Invest in textile technology and testing in order to create the friendliest products for people and the environment.
5. Publicly and transparently share the way your brand works.

In the end, it comes down to a simple concept: be content with your company being smaller in size, higher in quality, equally profitable for investors and workers and, most importantly, honest.

Paul Dillinger, Vice President of Global Product Innovation, Levi Strauss & Co.

We’ve got a great-looking pair of Levi’s in our archive that are about 134 years old: a beautiful shade of indigo and a stunning authentic finish. The fit is wearable and relevant, and would look great on the streets of Tokyo, Paris – or even Paris, Texas. The relative environmental impact from making a jean in 1884 is nearly negligible when amortized over 134 years. We’ve made ‘sustainable jeans’.

We can refine and improve the technical industrial cycle – exploring advanced man-made cellulosic fibers made from post-consumer garment waste to replace virgin cotton. We can use newly re-formulated synthetic dye types that save water, eliminate effluent and reduce the carbon footprint of denim production. Alternatively, we can work to revive a more natural industrial cycle – eliminating synthetic material and chemical inputs through the use of organic cotton, hemp and indigo alternatives.

The best expression to this multidisciplinary ‘systems-based’ approach is our new Levi’s WELLTHREAD jeans made with Circulose from ReNewcell– a new recycling technology that turns old jeans into a new, high-quality viscose alternative.

Following strict standards for circular production, we sent samples of these new jeans made from old jeans back to ReNewcell and confirmed that they can be put back into their circular system for a potential 3rd generation of material value. This approach to holistic design for circular systems will be the ‘deciding innovation’ that ensures a sustainable future for our industry.

Adriano Goldschmied, Founder, Genius Group

Sustainability in denim business involves farming, indigo dye production, chemistry, textile machine makers, spinning, weaving, indigo dye systems, fabric finishing, garment design, pattern making, cutting and sewing, garment finishing, creating energy, transportations and many other elements. Clearly, there isn’t a ‘secret weapon’ that could improve them all at once. Only a combination of initiatives in every area can transform denim from the second most polluting industry to a sustainable one.

Lately, there has been a lot of discussions around garment finishing. The introduction of new machines like Ozone and Laser, as well as water recycling and new methods and wash formulas, brought a dramatic improvement. But all the other steps involved in making a jean require the same attention.
Luckily, change is underway. Take, for instance, the inventions by HUUE: through a biological process, they plan to produce indigo dye from sugar cane, eschewing the toxic method we use today.
In the end, the most game-changing innovation is collective awareness of the importance of sustainability.

Iu Franquesa, Founder, Companion Denim

For the biggest portion of denim, where the jeans are pre-washed and distressed, the key factors in sustainability will be the reduction of water consumption, and using fewer and more environmentally friendly chemicals, along with reducing the carbon footprint by shortening the production distances between the suppliers to the warehouses and the shops.
Sustainability should be taken as a holistic concept that is implemented across each and every detail, be it the product itself, the labeling, the packaging or even the shipping method.

Laura Vicaria, CSR Manager, MUD Jeans

Currently, cotton is one of the most environmentally expensive steps in the production of jeans. This is true even when you use organic cotton. Therefore, further reducing or eliminating our dependency on this raw material could have a significant positive impact. MUD Jeans is currently working on a project called the Road to 100. In collaboration with Circle Economy, Saxion University, and Recover, the objective is to create a pair of jeans that is 100% made from post-consumer recycled cotton. Through this project, we aim to tackle the short fiber issue: standard mechanical recycling blends recycled cotton into yarn that is used to make new jeans, but the cotton is shredded in such a way that the resulting fibers are too short. We are resolving this by mixing two recycling techniques: molecular and mechanical. Through this combination, we aim to maintain the look and feel of jeans while eliminating the use of virgin organic cotton entirely.

Martin Höfeler, CEO, ARMEDANGELS

We all love our denims, but denim is a dirty business. With us, no harmful chemicals are used to treat our denims. We use modern techniques such as laser or ozone treatment. You will hardly spot a difference to conventional bleaching, except that we use 85% fewer chemicals. And for the rest, we make sure it meets the GOTS criteria. A few more nice figures: laser saves 62% energy and 67% water. With our ‘detox denim’, we are taking a big step forward towards a more sustainable fashion industry.

Uwe Kippschnieder, Denim Developer, CLOSED

Today there are great opportunities for all three aspects of denim:

The yarns: I believe reducing the amount of fresh cotton is key on the mill’s side.
This could be by using modern cellulose fibers such as Tencel Refibra or by expanding the recycled content of a denim.

The dye: There are revolutionary techniques, such as Kitotex, Smart Indigo, vegetable sizing agents or dyeing methods using nitrogen. Each one of them is drastically reducing the use of chemicals, water and energy, and some of them can be combined for even greater results.

The wash: Italian laundries such as Everest or I.T.A.C. have been putting all their efforts into ‘greener’ washes for many years. Thanks to their steady R&D, we are now able to create perfect vintage images but on a super-low impact base.

High-definition laser, ozone treatments, artificial instead of pumice stones, foam and nebula applications: all these techniques lead us to more sustainable washings.

Angel Nokonoko, Founder, NokNok Denim

If we are talking about having close to 100% sustainable products, then we have to innovate and invest in different areas; in the way we source the raw materials, using recycled or organic fibers, and making trimmings like buttons, zippers or rivets using chemical-free products. Another key point is the washing process: laundries need to invest in innovative technologies that will help achieve sustainable washes with machines like Ozone, Eflow or Laser, among others, which will substitute bleaches and other harmful chemicals. In addition, innovation in new ETP plant technologies will reduce water and electricity usage.

But the most important and decisive innovations are awareness, information and responsibility – and that the consumer understands this industry and that the industry is transparent and ethical in its practices.

Andrea Venier, Managing Director, OFFICINA+39

A big change is happening in the denim industry, and personally I like the challenge. And for a chemical company like us, this means huge R&D investments to replace old practices with better and greener ones.

Products like potassium permanganate alternatives are really innovating our denim industry.
But in the end, the big innovation for the denim sector is to transform the fashion industry into a transparent, responsible and sustainable system that celebrates the stories, the people and the resources behind each pair of jeans.

Tricia Carey, Director Global Business Development Denim, Lenzing

There isn’t just one innovation that will allow us to make a sustainable garment; it takes all the innovations to collide in a scalable way – only then will we have a sustainable garment. It is about looking at best in class for each component. Utilizing fibers with a low environmental footprint, like Tencel Lyocell fibers or circularity with Refibra technology, as a starting point. A reduction in water, chemical and energy use in indigo dyeing and utilizing laser and ozone technology for finishing with fair labor standards. Redefining value to mean a best in class product while considering people and the planet.

Stéphane Jaspar, Chief Marketing Officer, Scotch & Soda

The use of organic cotton is one of the key agents of change to achieve sustainability, although there are still efforts to be made. Denim has been at the core of Scotch & Soda since the brand’s inception in 1985, and it is important to us to be part of the solution as well, so the increasing use of organic cotton in our collections is key.

Another important factor is the growing use of recycled fibers from either pre- or post-consumer waste, which is otherwise often destined for landfill. This procedure reduces the need to create newly manufactured fibers, consequently saving energy, dyes and chemicals, which in turn also reduces pollution.

But one of the most crucial practices that recent technology is allowing us to carry out is the ability to save water in a significant way. With our denim, we are aiming to reduce the amount of the precious element used in the manufacture process by 50% within the next two years.

Kim Hyldahl, CEO and founder, MOS MOSH and MOS MOSH Gallery

MOS MOSH has been working with the same denim manufactures in Turkey from its beginning in 2010. We have seen a dramatic change in the industry, making it a place where almost anything is possible in terms of sustainability. At the same time, the complexity of denim from the point of view of fibers, wash, treatments and trim makes it really challenging to define what a sustainable pair of jeans might look like. For us, the main focus going forward is reducing the amount of water use to zero.

It feels like these last years of focus on sustainability are now paying off, with a variety of fabrics made from post-consumer fibers, recycled or organic. Most recently we have been experimenting with recycled elastane. In the end of the day sustainability is also about creating beautiful product with high durability.

Paul Marciano, Chief Creative Officer, GUESS?, Inc.

The innovations exist to make denim more sustainable – there is waterless and chemical-free
technology, and innovative and more natural dye processes. But what we lack is the expertise,
the resources to have each and every vendor invest in and learn this technology, and the new trends and culture to support the effort. This is starting to change, and it starts with leadership. GUESS is proud to be part of Jeans Redesign, which is a comprehensive guide for 100% circular, recyclable and sustainable denim. By working toward a common goal within the denim industry, we will collectively redesign and communicate sustainable denim in a common way. This will help to make people less confused about sustainability and form a better understanding and expectation for sustainable denim. I believe this is what was missing and will make a huge impact to drive the change we need to more rapidly drive widespread adoption of sustainable innovation in denim.

GUESS is quickly growing our ‘Smart GUESS’ collection, which uses 20%-100% smart materials that are better for the environment. We are focused on sustainable materials because over half of a product’s environmental impact comes from the fabric!

For denim specifically, in addition to the Jeans Redesign program, GUESS is also working to use less
water through waterless technology and developing denim with innovative materials such as our zero
cotton denim which will be available next year.

Magdalena and Markus Budim, Founders, The Budims

Of course, technical highlights and improved materials are essential in order to be able to achieve the highest level of sustainability in all areas. From our point of view, however, it is not only the innovations mentioned above that lead to the final positioning of a sustainable product, but effective communication about it is crucial – especially if it is a long-standing product. What good is the exemplary effort if the added value is overlooked by consumers? We know from our retail experience that the majority of consumers do not yet even know how “dirty” denim can be.

In order to achieve an effective and unshakable breakthrough, ignorance must first be tackled through radical and overt explanations and transparency. That will cause an enormous shock, but it will also raise awareness, we are sure of that.

John Rossell, Head of Creative & Marketing, AG Jeans

Sustainability in denim won’t necessarily come from a silver bullet in innovation, but instead will come with an economy of scale. As production increases and becomes more widespread, costs will become less prohibitive for the general denim industry to adopt. That will only happen when leaders commit to sustainability early on, shouldering the heavy costs of developing resources and processes, and setting a course for others to follow. Brands like AG continue to invest more into sustainability, such as our water recycling technology we launched in 2019, or our exploration into of sustainable fabrics like hemp and Tencel, or creating a garment recycling program to encourage responsible disposal or even circularity; it’s these early efforts at the forefront that will be the deciding factor in creating a sustainable denim industry.

Jason Denham, CCO and Founder, Denham

There has been an incredible transition during the last decade by every component that makes up a jean. The type of cotton we use, the dye stuff, the weaving methods, the waste-less technology and the efforts to preserve and recycle water. Not only fabric but also laundry, manufacturing, packaging and even PCR (post-consumer recycling). I have also said many times that denim jeans are the most sustainable and hard-wearing product on the planet. Jeans last a very long time and often have a second and third life, being passed on to friends, family or thrift stores. Denim gets better the more you wear it and it doesn’t need washing every time you wear it; denim lovers love their jeans and they love to save water!

Reinhard Haase, CEO, True Religion Brand Jeans Germany GmbH and UNIFA Gruppe

Our manufacturing company for denims has invested in new machines, so we have our own cleansing system in-house. The used water will be cleaned up and used directly for the next production, so we are reducing water consumption.

We are also looking into recycled denim for the future.

Garments made with natural fibers like cotton, hemp, linen, wool and some semi-synthetic fibers, specifically Tencel and Modal, are good sustainable choices here. We are looking for a kind of natural dyeing, which is not a very common practice in the fashion industry. Clothing dyed with natural materials like indigo is better for you and the environment.

Sean Gormley, Global Concept Director, Wrangler

We have recently launched a breakthrough technology: Indigood, a sustainable indigo dye that uses foam to replace vat dyeing. Eco-tech finishing throughout our ranges achieves the popular washed and distressed looks of denim with a fraction of the water, energy and chemicals used in conventional processes. Many innovations are available in dyeing and finishing. But the deciding area where innovation is required to position denim as truly sustainable is cotton.

Cotton will continue to play a dominant role in denim. Yes, there are great alternatives to virgin cotton such as hemp, cellulosic fiber and mechanical recycled cotton, which can and should be blended to lessen the need for new virgin cotton. However, it’s important that across the globe farmers adopt new and innovative farming techniques that are proven to greatly reduce the environmental impact of growing cotton and improve soil health.

Donna Ida, Owner, Donna Ida

We are in the process of working with our factory to add Environmental Impact Measuring scores to our products. This means that you can see the impact of certain washes (some have more impact than others). For example, our Blackest and Milk styles are made with fabrics that contain Tencel and have a Low Impact EIM score.

Blue denim can be high impact due to the amount of washing that goes into creating different shades. The Blackest and Milk fabrics are not washed, which ensures they are super low impact.

Martijn Hagman, Chief Executive Officer, Tommy Hilfiger Global & PVH Europe

With denim, the key to unlocking innovation is through strong partnerships with vendors and denim industry leaders that are committed to creating more sustainable products.

Together, we have aligned on low impact processes and established key sustainability metrics that we must all measure ourselves against, including the circularity of the design process, durability of the end product, resources used, and how we manage waste. To facilitate these goals, we created the Denim Lab – part of our Product Innovation Center – which develops sustainable finishing techniques that reduce water and chemical consumption by up to 70%. Currently, more than two million pieces have been finished using lower impact methods, and by the end of 2020, one million pieces will be made using post-consumer recycled cotton.

Vincent Qin, Chief Marketing Officer, Envoy Textiles

If there is a deciding innovation that will position denim as a sustainable garment, it would be innovation in dyeing technology. If there’s any dyeing technology that can achieve satisfactory color without excessive dyeing, that means less dyeing product used, less water used and less energy used; consequently, the laundry process will become easier, less time consuming and, in a word, more sustainable.

Deborah Turner, Marketing Manager, Vicunha Europe

There will always be a market for cotton, but we will need to demonstrate sustainable water use and provide complete transparency. This is not to say that it is wrong to have looked at alternative fibers, but we need to be realistic about their ability to replace cotton and, in particular, their scalability.

The biggest single step would be a commitment to selling garments with a minimum combined recycled content of 25%. This could have a huge impact on the overall business, not to mention landfill, and it’s something that the customer could clearly understand. Vicunha have articles that use no virgin cotton at all but a combination of pre- and post-consumer recycled cotton with Refibra and Tencel, so an average of 25% seems manageable. If this were the normal basic requirement alongside complete transparency, it would put an end to throwaway fashion.

Özge Özsoy, Marketing Chief, Bossa

We adopted the following procedures aimed at reducing our environmental impact: sustainable materials, energy efficiency, water saving, process engineering, certification, social responsibility, re-usage, collaboration and co-creation.

Recycling, reducing and saving are critical. We need a stable and sustainable system in which natural resources are renewed and waste never accumulates: a closed loop. At Bossa, we are developing a zero-waste life cycle to close the loop.

Transparency is just as important. In our D-CHRONICLES concept, we have partnered with FibreTrace to provide trust and traceability.