Sonovia, an Israeli business specializing in environmentally friendly ultrasonic textile technology, announces a strategic partnership with Italian denim manufacturer PureDenim, to develop a revolutionary process to reduce water and energy usage, and improve durability.

The novel disruptive technology aims to reduce the intensive use of water and energy in the worldwide denim industry, which is expected to reach $76.1 billion by 2026.

Gigi Caccia, founder and CEO of PureDenim, said that the concept of leveraging Sonovia's technology in indigo dyeing has the potential to truly revolutionize this industry, leading to significant reductions in chemical, water, and energy consumption, as well as an incredibly positive shift toward eco-friendly, sustainable manufacturing.

Sonovia's introduction into the dyeing sector is represented by the agreement. The company's antimicrobial ultrasonic fabric treatments are used in goods such as Sonomask, a popular facemask during the epidemic.

Roy Hirsch, CBO of Ramat Gan-based Sonovia, said the partnership with PureDenim will begin with a technological viability stage, which will be finished by the middle of this year, followed by pre-production development and integration of the technology into PureDenim's manufacturing line.

Hirsch added that their technology can offer major answers to intrinsic difficulties in the indigo dying business, referring to the elimination of obsolete dyeing and finishing techniques that create vast pollution.

Sonovia is a Fashion for Good accelerator graduate that had a successful IPO on the Tel-Aviv Stock Exchange in December 2020.