Giovanni Petrin, expert denim insider and former general manager of the Martelli Lavorazioni Tessili Italian specialized laundry and finishing company, is now working for Crescent Bahuman Ltd (CBL), one of the major denim and garment manufacturers in Pakistan.

He will work as a consultant for marketing and industrial product strategies for CBL, part of Crescent Group, a holding owned by the Shafi family. CBL was founded in 1994, has its head offices in Lahore and employs 6,500 people. This company, whose president is Rizwan Shafi, owns a fully integrated denim plant and a yearly productive capacity of about 10 million garments and 15 million metres of fabrics per year. Fifty percent of their production is destined to Levi's while they also manufacture garments for Mustang, Only Jeans and Zara. In the past, CBL also worked for Gap, S.Oliver and Express.

“CBL is very keen about their country, their workers and sustainable issues,” explained Petrin. “Through their high-tech equipment and modern productive techniques they can offer the latest trends and top quality level. They care much about their employees' work conditions, constant training, salaries, social and health issues, insurance, sports facilities and working benefits inside their state-of-the-art premises. In fact, they also host vast green areas, sporting camps, kindergarten and canteens.” Continues Petrin: “The company is constantly monitoring their emissions through keen analysis and modern control systems. They also recently joined the Green Screen For Safer Chemicals protocol and aim at increasing their involvement in such practices while practicing greater transparency. My task will focus on further increasing their standards in product, social responsibility, transparency and sustainability.”

The Shafi family owns the Crescent Group, an important holding involved in different business activities including textile, banking, food, agriculture and steel. Within the textile division they also own the small Stoneage jeans brand and a division focused on traditional ceremony apparel.

Petrin worked for Martelli for about 30 years since 1986 and left the top specialized Italian laundry in December 2015.