Sep 24, 2018 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
After last week’s announcement by Levi Strauss & Co. and Hennes & Mauritz AB (H&M) that they plan to implement a global ban on sandblasting in all of their future product lines, we look to eco finishing plant, Jeanologia for emerging alternative processes.
Jeanologia Creative Director, Michelle Branch said of the sandblasting ban last week:
“The whole industry is celebrating this as a major step evolving toward more ethical methods of production in the world’s denim. It is a key turning point in our industry. It boldly poses the question to the global jeanswear community: there are many ways to achieve a particular look, why not choose the ethical one?”
Jeanologia, whose tagline is “The Science of Finishing”, is a technology company that developes processes & machinery for the jeanswear finishing market.
The company is focused on reducing the use of harmful chemicals, physical impact to the garment worker, and even energy and water usage, thus helping the worker, the planet & the market. The company discontinued all use of sandblasting in their research since the beginning of 2009.
Jeanologia represents 85% of the laser machines currently in production in their segment worldwide under its GFK brand and has recently been presenting its ‘Truth and Light’ program around the world. At recent Munich Bluezone tradeshow, they challenged denim buffs to compare naturally aged garments from their vintage archive (‘The Truth’) with replica lasered laundries (‘The Light’) The lasered product is almost impossible to detect from vintage garments. It looks like an ethical and effective alternative is out there.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.