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A Closer Look at WGSN’s Sustainable Denim Collection

Avery Dennison RBIS, M&J Group and Absolute Denim joined WGSN’s effort to encourage brands to produce denim that is environmentally sound but doesn’t sacrifice of style or substantially increase manufacturing costs.

The trend forecasting firm debuted a 20-piece sample collection during Amsterdam Denim Days, incorporating sustainable innovations with key trends for Autumn/Winter 2018-2019. Each garment was developed and produced using natural dyes, while laser and ozone machines were used to replicate ‘wear’ and ‘washed’ looks.

For the collection, WGSN traced water, energy and chemical consumption with M&J Group’s Start to Measure system, which estimated that the collection benefits from 30 percent chemicals saving, 50 percent water consumption saving and a 50 percent energy saving based on industry best practices.

Avery Dennison provided the hangtags made from 100 percent recycled paper and printed with soy inks, which have a softer impact on the environment. Labels were made from recycled fibers.

“Sustainable collections often fail to reflect trend worthy design and, in doing so, miss the mark on consumer wants and needs,” said Dio Kurazawa, WGSN denim director. “Many of our global customers are conscious of this and have been seeking our advice on how to bring WGSN’s seasonal denim trends to life in a sustainable way.”

WGSN brought the collection to life by focusing on tran-seasonal layering and modern classics with Eastern influences. Key pieces include skirts and outerwear made with Absolute Denim fabrics lined with shearling, kimono-style jackets and Millennial pink cargo jeans and jumper dresses.