Naveena Denim Mills Blends Heritage and Innovation in ‘Rewind, Play, Fast Forward’
In the denim category today, there is a wide variety of aesthetics and garment constructions, from super stretchy to rigid and retro.
Helping the industry produce a range of styles, Pakistan’s Naveena Denim Mills has created three concepts: Rewind, Play and Fast Forward. Although these respectively speak to the past, present and future of denim, they share a focus on sustainability and craftsmanship.
NDM’s Rewind concept offers up retro-inspired textiles with a contemporary slant courtesy of eco-friendly fibers and comfortable constructions. The Retrosoft subcategory incorporates TENCEL™ fibers for softness, with textiles in a marble wash for a timeless look. Meanwhile, Retrotech has a vintage appearance mixed with flexible, comfortable fabrics. Rounding out Rewind is Dune, a lightweight fabric that NDM made in rigid, comfort and stretch varieties.
Play gives wearers the freedom to move with high-stretch fabrics, making denim fit with active lifestyles. Under this umbrella, Flex-Ease provides high stretch with strong recovery so jeans retain their shape. Bringing denim to athleisure and activewear, Edges has a super soft hand feel. Helping denim resist odors, Canna-Denim is made from naturally anti-bacterial cottonized hemp. Compared to cotton, hemp as a crop also consumes fewer resources. In a different playful touch, Colortech incorporates unexpected hues inspired by gemstones, such as olive green, red and brown.
NDM’s Fast Forward concept is all about innovation on both the technical and sustainability sides. One of the technologies is EcoPine, which is made from Anam PALF, a fiber derived from pineapple leaves. These leaves are a waste product within pineapple production, and they would otherwise be burned, so this fiber is a byproduct while also saving the 13.33 kilograms worth of carbon dioxide tied to the smoke. The fiber is also processed without the use of bleaching or pulping. Along with environmental benefits, Anam PALF provides pineapple farmers with an additional source of income.
Another fabric innovation within Fast Forward is Lino+, which uses post-industrial linen waste. This breathable, moisture wicking fabric is a fit for activewear. Finally, Glaze offers thermal regulation, breathability and wrinkle resistance, along with a fabrication that is glossy and modern, allowing it to be used for premium fashion styles.
“Fashion is the expression of our past, present, and future, and this collection embodies that belief,” said Aydan Tuzun, senior vice president, sales and marketing at Naveena Denim Mills. “With Rewind, Play, and Fast Forward, we’ve woven together nostalgia, modern versatility, and forward-thinking innovation. Each piece tells a story of where we’ve been, where we are, and where we’re headed—all while keeping sustainability at the heart of our efforts.”