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How House of U Brought the SDW Print to Life

We could never have predicted that a chance meeting at Bluezone during Munich Fabric Start would spark an idea that finally became the glue that holds our Sustainable Denim Wardrobe “Simple Pleasures” collection together.

Previous SDW collections had focused on promoting some technical and/or aesthetic story related to the fiber, fabric or finish. This time, emboldened by the pandemic experience, we wanted to include a new dimension, which finally morphed into an emotional element running through the collection.

In order to communicate the theme of this collection, we wanted to create a print, the design of which reminded us of the bright side of everyday life. Fashion designer Betina Grosser created the colorful print based on personal responses from about 50 individuals about what brings them joy. For a sustainable touch, the print was brought to life through technology supplied by Dutch digital printer House of U.

Read more on Carved in Blue.

This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit