Sonovia, Pure Denim introduce sustainable jeans collection

Sonovia and Pure Denim are set to unveil their inaugural jeans collection featuring Sonovia’s eco-friendly denim dyeing technology at the Denim Premiere Vision Exhibition in Milan from June 4th to 6th, 2024.

This significant achievement is the result of four years of dedicated research and development. The collaboration initially took place at Pure Denim’s denim dyeing facilities in Italy, with support from the prestigious French luxury group Kering, known for its ownership of renowned international brands like Gucci and Yves Saint Laurent.

Sonovia’s innovative denim-dyeing technology, utilizing ultrasonic waves and environmentally friendly chemistry, represents a major step forward in sustainability. Compared to conventional methods, Sonovia’s approach achieves remarkable reductions: 60% less CO2 emissions, 85% lower water usage, 90% smaller machine footprint, and a notable 100% decrease in toxic waste.

Sonovia employs ultrasonic technology to infuse indigo dye particles into yarns using its patented eco-friendly chemistry, resulting in vibrant color shades with only two dye baths. This marks a significant improvement over the traditional process, which typically requires nearly twenty dyeing stages.

Gigi Cassia, CEO of Pure Denim, shared his excitement for the project, highlighting the commercial quality of denim dyeing achieved through Sonovia’s technology. He emphasized the potential for reduced environmental impact and cost savings compared to traditional dyeing methods, predicting a revolution in the fashion industry.