Based in Inveruno, some 30 kilometers from Milan, PureDenim has created a range of technological solutions aimed at lessening the environmental effect of the denim production process. The firm debuted Color Denim, its most recent invention, during the Denim PV trade exhibition, which took place in Milan from November 21 to 22.
The Color Denim technique, created in collaboration with the Italian chemical company Zaitex, which specializes in dyes, allows denim to be dyed in tiny amounts with a notable reduction in water usage. Luigi and Ilaria’s father, Mario Caccia, created the upscale denim firm Italdenim in 1974. From its ashes, PureDenim was born.
On the evening of the Denim PV’s first day, the host and founder of the PureDenim brand Caccia said,
“Instead of dyeing the yarn, we work directly on the fabric. With this process, only warp threads are dyed, while weft threads remain white, perfectly replicating the look of denim. To dye denim using conventional machines, one normally needs to produce at least 3,000 metres [of fabric]. Our new method enables manufacturers to dye only a small amount [of fabric] with the colour required, hence significantly reducing waste and water usage, as well as saving time and money.”
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