• “Roadmap to Rational Denim” exhibition space at Booth “WHY by Kingpins”
• “Roadmap to Rational Denim” conference on 14 April at 14:00 h
Reinach, 12 April 2016 – Archroma, a global leader in color and specialty chemicals, today introduced the “Roadmap to Rational Denim” collaborative project and prototype collection, to be presented at The Kingpins Show in Amsterdam on 13-14 April, 2016( ).
“Roadmap to Rational Denim” intends to demonstrate that fashion, innovation and sustainability can perfectly partner. The project is the brainchild of several companies: Archroma, Garmon, Lenzing and Royo, who are recognized experts in their respective area of the denim supply chain and share the same belief that denim can be made in a more responsible way.
Supported by Kingpins, they decided to join forces and showcase stunningly gorgeous denim fashion that cares for the people and the planet.
Consider this: The water needed to produce one pair of jeans is said to be ~ 11’000 liters( ). With approximately 167 million pairs of jeans produced monthly( ), that is 1,837,000,000,000 liters of water consumed every month in the process!
The “Roadmap to Rational Denim” idea was therefore to look to produce denim garments based on the most efficient possible use of resources, in particular water, at each stage of the production – from fiber to finish. Each company contributed to the project with their expertise in their part of the process manufacturing to provide a working guideline, a roadmap, towards more rational and sustainable production of jeans.
Archroma participated with its experience in eco-advanced innovative colors and effects, and its multi-awarded Advanced Denim dyeing technology. Each of the collaborative companies have participated with their recognized experience in eco-advanced solutions in each step of the denim manufacturing pipeline. Responsible inputs that support designers in bringing their ideas and creations to life.
The collaboration gave birth to a dazzling prototype collection, which will be displayed in a dedicated space, and explained in more details during a conference gathering speakers from all four companies.
The exhibition space will be the perfect place for designers in search for new inspiration, where they will have the unique opportunity to discuss their projects and ideas with representatives of the participating companies.
Andrew Olah, founder and organizer of The Kingpins Shows, comments: “With growing urbanization of our planet and lifestyle, we see consumers looking to connect back to nature and to do what is in their power to protect it. Denim being what you wear in- and outdoors, it always had this special connection with nature. This is why Kingpins is proud to support Archroma, Garmon, Lenzing and Royo in a project that shows that sustainability is not a boundary, quite the opposite: it is a source of inspiration and desire for fashion with soul and care.”
Miguel Sanchez, Head of Special Dyes, Textile Specialties, Archroma, adds: “At Archroma, we continuously challenge the status quo in the deep belief that we can make our industry sustainable. The message that “Rational Denim” intends to transmit is that, in denim and outwear fashion, creativity without sustainability no longer makes sense. The other way around doesn’t either.”
“Roadmap to Rational Denim” collaborative project to be introduced at Kingpins Amsterdam. (Photos: Archroma)
Archroma is a global color and specialty chemicals company committed to innovation, world-class quality standards, high service levels, cost-efficiency and sustainability. Archroma is headquartered in Reinach near Basel, Switzerland, and operates with approximately 3000 employees over 35 countries. Through its three businesses: Textile Specialties, Paper Solutions and Emulsion Products, Archroma delivers specialized performance and color solutions to meet customer needs in their local markets.
Archroma helps people fulfill their desire for products that appeal to their emotions and senses for a greater life experience, by developing beauty- and performance-improving technologies applied to everyday products. Products enhanced, colors enhanced, performance enhanced – “Life enhanced”.