How SHASHA Delivers Low-Impact Denim in Bangladesh
Technology is turning denim manufacturing on its head, and those keen to right the industry’s environmental wrongs are using that technology as a force for good.
Whether its machinery or processing or fiber technology, Bangladesh’s SHASHA Denim is embracing it to reduce the impact its denim has on the environment.
Carved in Blue caught up with SHASHA’s Jamal Naser to learn about what the company is doing this year and how TENCEL™ Lyocell with REFIBRA™ technology factors into those efforts.
Carved in Blue: Can you tell us a little about your company and what you’re doing in denim?
Jamal: We started our denim journey in the year 2000 with the most modern technology of Nitrogen System. In that period sustainability was not as important, but you can say that our company was born with sustainability. We are doing all types of sustainable products from 4 oz. to 14.5 oz. In the beginning of 2018 we launched a new concept called “BALANCE” where we successfully have been able to bridge sustainability with fashion, keeping the aesthetic look of the quality and reducing 40 percent to 60 percent of chemicals, and 60 percent to 80 percent of water consumption in our dyeing process. After successfully working on this BALANCE project, recently we started another concept, which we named “BALANCE LOW IMPACT,” A Real Green Jeans production from fiber to laundry.
Carved in Blue: How is the denim industry in Bangladesh evolving?
Jamal: Denim industry is rising in Bangladesh. Everyone is coming up with some new technologies in terms of machinery to maintain global standard products. 
Carved in Blue: How important is sustainability to what you do?
Jamal: We believe sustainability is the key for our future generation. That’s the reason we at SHASHA Denims designed our process in such a way that it covers the sustainability from fiber to process (dyeing and finishing) and the byproduct (denim fabric) is suitable for sustainable laundry process as well, like laser and ozone friendly.
Carved in Blue: What steps are you taking in sustainability at your company?
Jamal: We have taken several steps till now. We are using all sustainable fibers such as BCI, PCW (post-consumer wastage),TENCEL™ Lyocell, TENCEL™ Lyocell with REFIBRA™ technology, TENCEL™ Modal, recycled poly (Repreve®), and more to ensure what we are producing should be environment friendly. We have designed our dyeing MC for less water and chemicals. We are also using G2 Dynamic MC for our finishing, which ensures 90 percent to 100 percent saving of water. These are our little contribution towards sustainability and a greener denim world.
Carved in Blue: How have you been using TENCEL™ x REFIBRA™ and what made you decide to use it?
Jamal: So far we understand, TENCEL™ x REFIBRA™ is the most eco-friendly fiber in the world at this moment. So, we have developed qualities for tops and bottoms with REFIBRA™ Denim, and are promoting it to our customers. We are also getting good response from them.
Carved in Blue: What has been the customer response to your products?
Jamal: We got very good response for our all sustainable approaches so far, from both USA and the Europe market.