For US Denim Mills, ‘Sustainability is a Lifestyle’
The definition of corporate success looks very different today than it did years ago. Whereas once, financial growth was the north star, now companies are chasing goals that have more to do with responsible management than revenues alone.
Based in Lahore, Pakistan, US Apparel and Textiles has been around for almost half a century, and it supplies denim to some of fashion’s biggest names: Levi’s, H&M, Kontoor Brands, American Eagle Outfitters, PVH, Express, Target and more. While US Apparel and Textiles has made a name for itself with state-of-the-art processes and technical know-how, its mill US Denim now wants to be known for being green. The profitable company is undergoing an evolution shaped by sustainability aspirations.
Moeen Akram, director of marketing at US Apparel and Textiles, chatted with Carved in Blue about how sustainability plays into the manufacturer’s material choices, how the company is giving back to the community and what’s different about US Denim Mills.
Carved in Blue: Could you tell us your origin story? How was US Denim Mills founded?
Moeen: The foundation of US Apparel and Textiles was laid in 1975 as an apparel trading business by two friends, Mian Ahsan and Javed Bhatti, to accomplish their dream of higher education abroad. These young entrepreneurs started from scratch with their zeal and passion. After rigorous efforts, gaining global market insights, supplying various different forms of apparel like cotton, gloves, athleisure, etc., denim fabric and apparel turned out to be the core product. Today, an apparel business venture that started from a small scale and two leased sewing machines has transformed into a profitable business house leading the industry towards making fashion sustainable.
The success in the apparel business, and supplying different kinds of products—both Eastern and Western—led the founders to focus and grow further into manufacturing denim fabric. In 2006, US Denim Mills started manufacturing export quality denim fabric for top global brands. A dedicated team of professionals joined the founders, committing to their vision and paving their way towards the common goal of making premium quality denim.
Today US Denim Mills is manufacturing and delivering the finest fabrics around the world. The design finishes and quality are what makes us the most reliable denim fabric manufacturer in Pakistan.
Carved in Blue: What led to your decision about a decade ago to focus on denim?
Moeen: Our bespoke denim range and unparalleled customer services became a hallmark of premium fashion. The overwhelming response from our customers across the globe made us hungrier for beating the odds and always providing the finest denim solutions to our valued customers. The unflinching trust of our customers led to opening the doors of one of the most modern denim manufacturing facilities: US Denim Mills. Since its inception to date, we have lived up to the evolving expectations and requirements of our widespread clientele. Our state-of-the-art plant is a combination of legacy and modern denim manufacturing techniques. From selvedge looms to automated equipment, we have it all.
US Denim Mills hails from Pakistan and is amongst the top exporters. We are proud to be amongst preferred suppliers for high-end brands, thus enhancing the image of our country, contributing to attracting the best customers, and exploring new markets and ventures that will help in boosting the economy of Pakistan. The premium quality of our products and customer satisfaction are some distinguishing features that make US Denim Mills a preferred denim fabric supplier in Pakistan. Today, we feel proud to serve some of the top fashion brands in the world.
Carved in Blue: Your 2021 sustainability report was centered on the concept of “Changing Mindsets.” Why is this important, and how is US Denim working to make the industry rethink its attitudes and approach toward environmental and social issues?
Moeen: US Apparel and Textiles believes in “Making fashion sustainable by changing mindsets for future-proofing generations to come.” Our three-year Sustainability Challenge, 2022 is all about changing mindsets by not only promoting sustainable fashion, but opting for an environmentally friendly lifestyle at the same time. Our business focuses to preserve natural resources with less use of chemicals, minimizing wastage and promoting circularity. The sustainability model of US Denim Mills is all about opting for holistic circularity by “Changing Mindsets.”
We are one of the early responsible companies to publish our sustainability footprint in the form of a GRI-based report, which we’ve done for two consecutive years now. These reports are available on our website. US Denim Mills has revolutionary sustainable processes, such as Eco-Zero for zero discharge dying and finishing and Rapid Clean, a sustainable finishing process. We also have a wide range of sustainable fabrics such as Reborn—which is 100 percent sustainable and recycled—TENCEL™, REFIBRA™ technology, LENZING(TM) ECOVERO™, hemp, Repreve and more.
Our mission of “doing well by giving back” directs us to create value not only for our customers and environment but for our people and community as well. The installation of the Reverse Osmosis Plant by US Denim Mills provides clean drinking water to our employees and neighboring community. Similarly, the increased number of female workers promotes gender diversity and an inclusive social environment. Being a signatory of the Net-Zero Coalition, US Denim Mills has set a target of reducing greenhouse gas emissions by 40 percent as a part of the Sustainability Challenge, 2022. The advanced effluent water treatment plant (ETP) with a capacity of 200 cubic meters per hour discharges the water that fully complies with ZDHC wastewater standards. Similarly, reduction in energy consumption, increased use of renewable energy and transparent business operations in US Denim Mills are always a priority. We believe sustainability is a collective responsibility and needs persistent efforts for a greener future.
Carved in Blue: How is US Denim Mills using TENCEL™ in its collections?
Moeen: Sustainability at US Denim Mills is a holistic concept that helps in conserving nature by creating eco-friendly products. We offer a wide range of sustainable fibers and collections that are eco-conscious and promise comfort and flexibility at the same time. Moving toward a sustainable world, we have developed fabrics with TENCEL™ fibers with different blends. The variety and range of products made from TENCEL™ lyocell hold different properties, such as super authentic marble character to hyper stretch premium denim with a weight range from 8 oz to 14 oz combined with Pima cotton, Lenzing viscose, organic cotton, LENZING™ ECOVERO™, hemp, post-consumer waste, post-industrial waste, CiCLO, etc. Therefore, US Denim Mills offers a complete product range for every age group and with confidence to customers that the products they are buying are not only fulfilling their fashion demands but also contributing to the reduction of carbon footprint.
Carved in Blue: One of your core values is collaboration. How does this translate into your work with raw materials companies and your clients?
Moeen: For US Apparel and Textiles, collaboration means an association that adds value proposition to our services, customers, suppliers and community at large. This association makes us connected with both suppliers and customers by allowing us to share innovations, expertise, improved processes and enhanced communication on both sides. To ensure collaboration at every possible level, US Denim Mills holds its suppliers conferences regularly; our suppliers are now a part of our speak-up policy.
Carved in Blue: As you made the shift to focus on denim, how did you strategize to differentiate yourself in the denim world? Today, what makes US Denim Mills unique?
Moeen: US Denim Mills has been an innovative hub due to its adaptive approach to serving the denim world. Our eco-friendly manufacturing processes meet fashion needs and add value to the community. The quest to derive and develop something unique makes US Denim Mills different from the rest of the world.
We are one of the few denim companies in Pakistan who own selvedge denim. The presence of these old authentic selvedge looms makes us the custodian of curating the authentic fabrics that are made on shuttle looms. We are proud to carry the legacy of the traditional heritage of denim.
Sustainability is a lifestyle at US Apparel and Textiles. Our nine target areas aligned with UN SDGs make us a responsible organization for promoting green fashion. These quantifiable sustainable initiatives make us transparent, and the annual Sustainability Report is our commitment to eco-friendly fashion.
Our diversified customer portfolio gives us a competitive edge in the market. We are proud to serve some of the top-quality brands across the globe, which means our robust customer retention as well as customer relationships based on trust and loyalty.
People are our biggest strength. Our diverse team of seasoned professionals, expert artisans and hardworking workers brings out the best of everything that reflects in every product that we create at US Denim Mills.
The production capability, modern equipment, ownership, 100 percent equity and transparent processes give us a competitive edge in the industry.