Crescent Creatively Marks Quarter-Century Milestone
Pakistani denim mill Crescent Bahuman Ltd celebrated 25 years in business in 2020. And as part of its efforts to mark this milestone, the manufacturer is highlighting its heart.
Crescent tapped creative studio Meidea for a photography book that visually captures the mill’s corporate social responsibility. The consultancy’s photographers Diego Meneghetti and Eleonora De Martin traveled to Pakistan to document CBL’s people and its work in the community, such as a school and agricultural development. They even got a firsthand look at the life of CBL’s resident employees, as they were invited into their homes.
Twenty-five of the shots were chosen for the fine art book, titled “25 Years of Daily Commitment,” which launched in late 2020. The opening image is an outstretched hand, representing the welcoming atmosphere that Diego and Eleonora experienced.
Here, Zaki Saleemi, vice president at Crescent Bahuman Limited, speaks about the project and what’s next for CBL.
Carved in Blue: Could you share a bit about the backstory of Crescent’s founding and the opening of the operations in Pakistan?
Zaki: Crescent Group has served in Pakistan for more than five decades. We were the first group to export yarn from Pakistan to multiple regions. We played our part in jute processing, ginning and home textiles.
Crescent Bahuman Ltd (CBL) started as a joint venture between Crescent Group and Greenwood Mills USA in 1995. As a pioneer vertically integrated denim mill in Southeast Asia, CBL has played a pivotal role in establishing the denim industry of Pakistan. We added value not only in terms of denim products for brands and retailers, but also led by example in terms of sustainable business practices and corporate social responsibility.
Carved in Blue: What was the concept behind this book? Why was photography your chosen medium for marking the 25th anniversary?
Zaki: This art book is a depiction of the spirt of our philosophy of doing business. Having a unique heritage and cultural values, CBL is all about a responsible and peaceful way of life. We celebrate this momentous occasion of excellence with some pictures of our ecosystem.
Carved in Blue: Why did you choose to work with Meidea to capture this story? What was the collaboration like between Crescent and Meidea on this project?
Zaki: To bring an artistic lens to the story, we needed a team who are not just photographers but had the capability of artistic mastery behind the lens. The team travelled multiple times to Pakistan and stayed at the CBL plant campus to develop a connection with the people of CBL, capturing their everyday life, festivities and the best of moments, showcasing a unique story.
Carved in Blue: What are you hoping readers discover about Crescent through these photographs?
Zaki: This art book will help viewers to develop an emotional connection with the people of this greenfield project. Furthermore, it highlights the everyday life of people at CBL.
Carved in Blue: Your anniversary happened amid the pandemic. Now that everything is reopening, do you have other plans to recognize this milestone?
Zaki: Yes, certainly we had big plans to launch this masterpiece at an art exhibition at multiple locations and in Pakistan, but had to curtail the planning due to the Covid-19 lockdowns. Nevertheless, we have plans for launching this book on multiple platforms including digital fronts. We have started through social media and collaborated with Meidea through a series of online interviews.
Carved in Blue: Looking ahead, where do you hope Crescent is in another 25 years?
Zaki: As before, CBL wants to create a paradigm shift in the region where the focus is upon sustainability and the empowerment of workers. We want to educate and lead by example in making our products traceable in terms of sustainability and become a leading voice on ethical transformation that the denim industry requires.