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Denim North America Revamps its Product Presentation

Denim North America (DNA), a division of DNA Textile Group, is updating the way it shares innovations with its customers.

The company is launching a new style of product presentation called the Dyed & Woven Collaborative Workshop aimed to show the flexibility and diversity of a single base component across numerous fabrics, silhouettes and washes. The goal is to show how a brand can do more with less.

DNA partnered the manufacturing company Hardmill to create hand crafted presentation tools for the “tool kit.” The Dyed & Woven Collaborative Workshop contains a sample from each step of the design process, from yarn slub to shade, construction and wash.

“Since the mid 90’s, there has been no significant change in the way that denim mills present fabric. We transitioned from fabric cards, to washed leg panels and finally to full garment presentations as it has remained for the past 10 years,” said DNA Creative Director Lisa Harris. “We are taking a new approach by sharing our development tools directly with our customers and bringing the mill process to them. This allows for a truly transparent and collaborative development effort.”

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