Denim PremiereVision a 3 day event held in April 2017 in Paris, an event that represents the apparel and clothing sector internationally witnessed eighty four exhibitors from 19 countries gather. R-Evolution was the theme to showcase new areas in fashion inspiration, innovation and technology, to help create green jeans of tomorrow.

As one of the main players in the African textile industry, Morocco had a significant presence in this year’s show. Thirteen percent of the exhibitors were from top Moroccan jean firms selected by Moroccan export center, “Maroc Export”. Accessory makers, manufacturers, launderers and finishers took part, led by the collaborative Moroccan Denim Cluster.

Serge Chouchana, president, Moroccan Denim Cluster said that the MDC has two goals: first, to help Moroccan denim to be more present in the international market, where it is not present today; and secondly, to think about solutions. They have created a cell of innovation and development to make this industry less polluting and cleaner.

Incorporating fresh textile strategies, Moroccan jeans producers are embracing technology. Morocco’s fashion-forward goal for 2025 is to have a denim sector that is 100% sustainable.

The New Wash Group created “Koala”, a line of fashionable jeans, using inventive means. Environmental responsibility is a priority, while sustainable jeans are the goal.

Zakaria Ghattas, marketing executive, New Wash Group said that they presented in this show a collection that respects humans and nature, a collection that uses an ecological washing procedure and technology, it’s an eco-friendly innovation.

Jean fabrication is a very polluting industry. To raise awareness of the importance of producing clean denim, the AMDI (Moroccan Agency for the Development of Investments), in collaboration with French designer François Girbaud, launched “Cleaning the Planet”, a collection that proposes 100% Moroccan solutions to denim brands.

It focuses on an ecological path by recycling denim and using laser technology.

According to Marithe Girbaud, president, Made Lane, Morocco became aware that it was necessary to do something, and with the opportunity of COP 22, they started this project. This is a story of meeting Morocco, and in addition, they were the first to listen and have interest in this project , especially when they presented many things with laser machines – they acted immediately.

Roland Beaumanoir, president, Groupe Beaumanoir have been working with Morocco since 1995, because Morocco has an approach to progress that seems very interesting to them, from its technological progress and, equally, fast delivery in a short time span.

The Moroccan textile industry represents nearly seven percent of the country’s GDP.