How Azgard9 Is Making Denim ‘Faster, Cleaner & Smarter’
For Pakistani textile mill Azgard9, the future of fashion is sustainability. The innovation-focused vertical manufacturer is charging ahead with concepts designed to make denim and apparel more ethical and environmentally friendly.
Azgard9’s developments are also focused on making garments that have an impact on the health of people and the planet. For instance, the manufacturer designed a jacket that actually improves air quality, and another creation that arrived mid-pandemic is antimicrobial and antiviral textile protection.
Jason Eis, vice president sales and marketing, North America at Azgard9, chatted with Carved in Blue about some of the mill’s latest concepts and how to bring sustainability and style together in denim.
Carved in Blue: Could you briefly describe your company? What is the story behind Azgard9?
Jason: Azgard9 is a leading denim manufacturing company based in Pakistan. With a vertical setup, we produce eco-friendly, sustainable fabrics and garments. In order to drive a green transformation, we are continuously working on upgrading our facility in terms of sustainable raw materials and low impact technologies. These abatement efforts, aligned with our motto “Future Before Fashion,” ensure the lowest possible carbon footprints and a green impact on the planet.
Carved in Blue: What sets Azgard9 apart from other denim mills?
Jason: Faster, cleaner and smarter. We apply innovations to everything we do. Recently, we have been acknowledged worldwide for our radical and next level sustainable innovation, “Garment of the Future,” that absorbs carbon dioxide from the environment and produces oxygen.
Carved in Blue: Sustainability is a big pillar for Azgard9. What are some of your latest innovations for reducing denim’s impact?
Jason: Revive is our initiative towards a sustainable circular economy. Instead of a linear manufacturing model—take, make, waste—Revive keeps the products in use for a much longer time. Compared to the conventional recycling approach, Revive ensures a better and diversified utilization of both post-industrial and post-consumer waste.
Carved in Blue: In what ways are you using TENCEL™ in your collections? What do these fibers bring to your textile designs?
Jason: The recent articles based on TENCEL™ lyocell are designed to address the circular economy concepts without compromising performance and authenticity. Our product made of TENCEL™ and Tru Temp 365 from recycled PET by Unifi is a soft thrill, keeping the wearer cool in summer and warm in winter. Another product, high on fashion, is made of TENCEL™ and hemp. This combines the delicate touch of TENCEL™ lyocell with the slubby aesthetics of hemp.
Carved in Blue: One of your recent launches is Shield, which protects against viruses. What need did you see for this, and do you expect demand for antiviral denim will continue past the pandemic?
Jason: Shield by Azgard9 offers 360-degree protection. This kills microbes and other kind of viruses carrying germs. The water-repellent property of Shield resists the entry of any harmful bacteria and viruses like Covid-19, which are carried through moisture. As a proactive approach, this kind of protective fashion line would stay relevant in the post-pandemic world.
Carved in Blue: Which denim looks or styles are resonating the most with your clients at the moment?
Jason: Well, oversized styles are pretty much on the trends. Wide leg, mom fit jeans, baggy fit with 100 percent cotton composition, making it easily recyclable. The fabric weight falls in between 9 to 13 oz.—lightweight and mid-weight fabrics are more in hype. Though, the commercial skinny fit and slim fit are still there. Men’s hyper flex category ranging from 50 to 70 percent stretch. More mid-weight fabrics are in.
Carved in Blue: How do you balance trendiness with sustainability? How are you making jeans that speak to current market needs, while also thinking about garment longevity and lifecycle?
Jason: Globally, consumers have prioritized the care for people and planet. Our resources are not infinite and we have to ensure a better future for the generations to come; this is the base of increased consumer consciousness. Feeling good cannot be isolated from the looking good end consumer. The way forward is making sustainability an integral part of trendiness. The jeans making at Azgard9 starts from ethical material sourcing and further employs resource efficient and environmentally friendly processing in-line with ZDHC guidelines. The majority of our products are designed to be easily recyclable, thus closing the loop.