On the eve of Kingpins Amsterdam, Pakistani denim specialist Naveena Denim Mills, discloses some of its newest developments and its vision about sustainability in the global denim panorama. Aydan Tüzün, head of global sales and marketing, explains her point of view.
What new products is Naveena launching for f/w 2019-20?
To better promote an industry change supporting more sustainable lifestyles and manufacturing, our company has recently regrouped its most recent innovations under a single brand, Allydro.
This selection of products offers four different lines–Allydro Plus, Ecolean, H2NO and Eternal Colors.
Allydro Plus allows savings up to 45% of water, 51% energy and 80% in effluent load when compared with a conventional denim dyeing process. Ecolean is an innovative dyeing process that reduces effluent output while saving, energy, water and time, with 90% of sulfate and total solids reduction. Our H2NO denim is manufactured via an innovative process that uses oxygen and ozone gas instead of water, saving up to 90% water and energy. The Eternal Colors line manufacturing process only uses 20% of the pigment required for spun-dye fiber when compared to other dyeing techniques. This fiber also uses 50% less energy and requires only 50% of the water used in conventional dyeing. Moreover, these garments look brand new even after extended use.
We are also launching other new product lines. Our new Atletech selection offers new smart stretch fabrics suitable for both active and fashion apparel. Biotech is a hybrid denim, suitable for both casual and active outdoorwear, designed to keep cool and comfortable also in extreme weather conditions. Under this line, Dendrite offers high moisture wicking and quick drying while Edges brings together extreme comfort with a soft touch and look. Lush, instead, keeps you warm and comfortable all day long.
Other fabric lines like Craft and Fusion guarantee high softness and maximum comfort.
Naveena seems strongly focused on offering eco-friendly products. How is the market reacting to this?
We are very pleased there is an increasing awareness and demand about eco-friendly products in the industry. We receive very positive feedback and interest from both brands and companies. Our success lies in the fact that we produce a line that is environmentally sound without sacrificing style or increasing manufacturing costs. Sustainable collections often fail to deliver consumer expectations or miss the mark on our planet’s needs. We are proud to reconciliate both.
Are brands and the consumers ready to respectively buy and produce eco-friendly products? Why or why not?
The number of eco-friendly products is exponentially growing shows that the market is getting increasingly sensitive to these issues.
Consumers started indeed to integrate in their purchasing decisions the environmental cost of a product. Customers who care about the environment choose green products when given sufficient choice and product information. However, considerations of price, quality, and convenience are still the most important ones. It also differs geographically: In Northern Europe, there is greater sensitivity for eco-friendly products, therefore whereas in countries such as France, Spain and Italy consumers’ main concern remains the price.
We also need to provide consumers with guidance, and, ultimately, to establish a practical lifestyle model that consumers are able to emulate. This cannot be brought ahead by regulations alone, but by smart, well-placed, and targeted initiatives by the business community that would create a loyal group of “sustainable consumers.”
We believe that eco-friendly products need to be offered in a way that provokes positive change. Consumer awareness is not completely there yet, but the industry should invest more on desirability increasing awareness, consciousness and make fashion genuinely sustainable. The potential of consumers to make a real difference when it comes to fighting threats such as climate change and resource scarcity should not be wasted.