Guess Jeans
Guess Jeans unveiled its innovative Airwash concept as an eco-friendly alternative to traditional stone washing at Pitti. The brand showcased its commitment to sustainability by moving away from the water-intensive and environmentally harmful stone washing process. The highlight of their presentation, “The Next 40 Years of Denim,” included a massive immersive display at Fortezza Da Basso and an off-site exhibition at Florence’s Teatro Del Maggio.
The Airwash technology is a significant shift in denim production. This exclusive licensed technology eliminates the use of stones and toxic chemicals, which dramatically reduces water consumption by 80% and conserves energy.
The “Stone to Air” pop-up installation at the exhibition showcased this revolutionary process, featuring jeans with a smooth finish produced without stones. Guess also personalized these jeans using the Jeanologia laser system for visiting retailers and editors during the event.
During a tour of the exhibition, Guess emphasized their celebration of the company’s DNA, rooted in California lifestyle, denim, and product innovation. The brand, known for popularizing stone-washed jeans four decades ago, has now made a bold statement in the denim industry with the Airwash technology.
HandMadeStone and CleanKore have formed a partnership to promote sustainable practices throughout denim manufacturing, from fibre production to final finishing.
ICT, Mumbai, has opened its newly renovated sustainable textile laboratory, upgraded with support from Archroma India Pvt. Ltd. under its…
Denim Deal, focused on standardizing circular methods in denim production, announced that French retailer Kiabi has joined the group.
A research team at the UBC has created a cleaner way to make rayon that could reduce chemical use and…
Oritain, a global expert in origin verification, has extended its scientific tracing methods to leather, a material often harder to…
Aunde has formed a partnership with PreZero to set up a plant that will recycle polyester-based textile waste into new,…