Textile Insight

10 • Textile Insight ~ November/December 2018 T Supima Design Contest featured contemporary takes on classic denim. textileinsight.com he band played and the crowd provided plenty of buzz, yet talk of sustainability was heard loud and clear at the Metropolitan Pavilion where the denim community gathered recently to celebrate all things indigo. The second-annual NY Denim Days, a two-day event open to consumers, showcased product from new and established brands and offered interactive displays, workshops and a festive Sunday afternoon street fair atmo- sphere. Throughout, an eco narrative prevailed. Exhibitors featured clean dyeing and finishing technologies, ethical sourcing initiatives and fabrications of earth-friendly fiber blends in a collective effort to produce more environmen- tally responsible garments. An upcycling trend was also well represented as energy around an ethos of "renew and repair" is fueling an entire category of denim design. Building on this eco foundation, firms are now increas- ingly backing up sustainable tech and design advances with effective messaging to get the word out not only to the trade, but also to consumers. A good example is the recently launched consumer branding campaign for Tencel. The tag line, "Feels so Right," captures today's consumer trend of wanting garments that feel good not only in terms of comfort but also in terms of wearing something eco- correct. A "Tencel forest" display greeted attendees in the entryway to the exhibit hall complete with a "Tencel tree" made of patchwork Tencel denim to signify the sustainably-derived origins of the Lenzing branded fiber. Artistic Milliners took a novel approach, engaging con- sumers both young and old with a fun display of mini sea creatures made of denim. It was a simple way to message the complex issue of saving marine life. The cute creatures were made with Crystal Clear technology, a hydro-free dye process without any salt by-products and 70 percent less chemicals that results in clean effluent. Crystal Clear tech is also featured in an Artistic Milliners' collection of men's jeans and duffel bags exclusive to Denim Days created in partnership with LA-based denim company Rising Sun and washed according to "CLEAN" principles: Chemical free; Laser processed; Eco-friendly; Alternate energy source; No stones. "Nowadays everybody is trying to "clean their closets" and "clean their backyards," states Ebru Ozaydin, SVP sales & marketing, Artistic Milliners, explaining that shoppers are adopting more eco-conscious lifestyles. "It is a necessity, as a lack of natural resources is a reality," adds Ozaydin. "As a vertical denim company we try to tell about the situation and create awareness around ethical sourcing. This is our most sustainable-focused campaign." The Rising Sun collaborative collection of clothes and carriers were made of fabric blends with Tencel, Repreve and Cordura. Another eye-catching display was at the Tonello booth; a mini washing machine was used to drive home the message of the company's ecofree2 washing technology that uses ozone in both the water and air to greatly reduce water and chemical consumption. The Italian garment finisher also promoted NOstone finishing technology that allows for a stonewashed effect without using pumice stone that has both economic and environmental disadvantages. Tonello also presented denim art by Holly Brown and Juan Manuel Gomez using 100 percent recycled dyes pro- duced by Officia+39. Called Recyrom, the powder is made from grinding indigo threads that is then used as a dye. Explaining the relationship between modern eco- driven technology advances and denim design creativity, Tonello's Alberto Luwchin stated, "We want to give technology a heart." l IN THE MARKET | ECO UPDATE Tuned to Eco A Jeans Jamboree with a Strong Sustainability Beat.

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