Future Cellulosic Collection is ‘Call to Action’ for Circular Design
To tackle waste in fashion, the industry needs to get out of its linear mindset. Recycling can help, but to truly make a difference, companies must begin thinking about circularity at the product development stage.
A new collection from Pakistan-based Naveena Denim Mills offers an example of this closed loop collaboration. Dubbed “Future Cellulosic,” the collection is a prime example of the partnership needed to reach a circular future.
“Circularity is the final frontier in the denim industry. In order to achieve this frontier, R&D is of utmost importance for sure,” said Aydan Tuzun, executive director of sales and marketing at Naveena Denim Mills. “That’s what we strive to do every day at Naveena. But we believe that focusing on collaboration is also of utmost importance. Designing a circular economy requires a shared vision and actions to support it. The outcome of this collaboration is not just only amazing denim with authenticity but also an invitation to all to close the loop together.”
Among the design details to enhance the collection’s circular profile are removable buttons and circle bar tacks. Without these metal materials, the garments can be more easily recycled.
Future Cellulosic leverages TENCEL™ fiber innovations blended with other cellulosic fibers including cotton and linen. TENCEL™ Lyocell and Modal fibers are made from trees and are naturally biodegradable for a low-impact end of life.
“We are no longer designing for the next season. Considering future generations, we are building products that have a low impact on the environment and people, as well as to last beyond a season,” said Tricia Carey, director of global business development at Lenzing Fibers Inc. “The foundation is fibers from nature, like TENCEL™ Lyocell and Modal bringing softness and strength for traditional denim looks. Considering the planet, TENCEL™ fibers are derived from certified and controlled wood sources. The future belongs to us now—Future Cellulosic.”
The garments were designed by Endrime Studio, which operates out of West Sussex in the United Kingdom. Endrime previously collaborated with NDM and TENCEL™ on the Bast Recast hemp and lyocell collection.
“It was an honor to design this collection,” said Mohsin Sajid, owner and creative director of Endrime. “Naveena Denim Mills are one of the most forward-thinking denim mills. I love receiving R&D fabrics from them and exploring ways I can use it—and even more excited as every fabric in the collection is using TENCEL™, a superb starting point.”
The final partner for the project was chemical firm Officina+39, which used sustainable finishing techniques on the denim.
“This collaboration is a concrete example how designers can create real low-impact denim,” said Andrea Venier, CEO of Officina +39. “The next big thing in design is dreaming to use the latest and best sustainable products, materials and technologies available in the market. A low-impact denim must first be imagined in the designer’s mind. Sustainability is no longer added as one of the ingredients of the process, but it is the essence of the final product. The result is an amazing low-impact denim with authentic character.”
All images by Sadia Rafique