How House of U Brought Our SDW Print to Life
We could never have predicted that a chance meeting at Bluezone during Munich Fabric Start would spark an idea that finally became the glue that holds our Sustainable Denim Wardrobe “Simple Pleasures” collection together.
Previous SDW collections had focused on promoting some technical and/or aesthetic story related to the fiber, fabric or finish. This time, emboldened by the pandemic experience, we wanted to include a new dimension, which finally morphed into an emotional element running through the collection.
In order to communicate the theme of this collection, we wanted to create a print, the design of which reminded us of the bright side of everyday life. Fashion designer Betina Grosser created the colorful print based on personal responses from about 50 individuals about what brings them joy. For a sustainable touch, the print was brought to life through technology supplied by Dutch digital printer House of U.
House of U can print on either finished products or fabric, starting at order quantities of 1 meter. The firm offers stock fabrics in TENCEL™ Lyocell. We printed on two 100 percent TENCEL™ textiles. One was a lightweight sateen that was used as a lining, and the other was a medium-weight twill for shirts and trims.
We have seen—and are familiar with—”digital disruption” in the denim laundry industry during the last decade, which has brought many benefits for people and planet.
Less familiar to a denim audience is digital printing, which compared to “traditional” printing routes claims to be “cutting-edge technology” providing expertise at low cost and “on-demand.”
Having now experienced our first digital print encounter, we would concur with the above claims. The process was made painless by the House of U team, even though we were operating solely over the internet during the pandemic. Service was professional and timely, such that we would have no hesitation in inviting them to be a future SDW collaborator.