Paris - On the eve of its tenth anniversary, Denim Première Vision demonstrated what might be tomorrow’s denim. The buzz at the Paris Event Center on 26th and 27th April was all about ecology and technology. “If ecology is the major topic for the whole industry and has experienced real evolution, then technology remains associated with active sport, namely performing-fibre products, for example, with a vintage look”, explains Marion Foret, fashion product manager of Denim Première Vision.
In the field of recyclable denim, Advance Denim (China) displayed a canvas combining 100 percent recyclable cotton and filament. The recycling of cotton/polyester mixes is usually impossible as fibres cannot be separated. Here, this action is possible because it dissolves in water thus enabling both fibres to be recycled. The idea is like inviting the consumer to take their used denim to the shop and from there it will be sent back to the factory so that the product can be fully recycled.
At M&J Group, innovation involves the reduction of laundry costs. Water, energy, chemical products…by means of a full-cycle monitoring and measuring system enables complete traceability of the denim canvas production process, all measures are taken into account in order to help the implementation of a consumption reduction plan. The only one of its kind, this software should soon be available at various launderettes.
A revolution is at last taking place on the display shelves of Artistic Fabric Mills (Pakistan) who aim to stock articles with a QR code allowing access to production information for jeans. As an overview, the strategy of the company’s ecology manager is to provide full transparency of the production process: from cotton to the finished garment. This already involves a mix of eco-responsible fibres (bio cotton, cotton BCI, recycled coolmax polyester), a greener dye (reduced amount of water used), a cleaner wash….“This kind of approach which aims to attract the consumer is very new for manufacturers”, outlines Marion Foret. “We are entering the era of global traceability which allows customers to understand the product manufacturing process.”
Meanwhile, another world enables the discovery of tomorrow’s denim. This way, the artist Pauline Van Dongen, was able to present Solaar Windbraker: a recycled, waterproof denim jacket featuring solar panels. Concealed within the lining is a battery recharged by means of flexible solar panels thus allowing any mobile technology (telephone, camera, GPS…) to be recharged even with little sun. A smartphone can also be recharged wirelessly.
American streetwear brand Rochambeau displayed one of its limited edition jackets with Avery + Evrythng (15 units were marketed in December 2016). Equipped with microchips and QR codes concealed in the lining, it enables access to exclusive content. The wearer can use their smartphone to interact with the technology concealed in the jacket. It offers a tour of New York city and suggests unique points to the user for a personal itinerary (art galleries, shops, events or restaurants).
Written by Céline Vautard for FashionUnited France
Foto: Denim Première Vision