Indian denim label Nece Gene (the name originates from the word ‘necessary’) sets its focus on fashion from denim industry waste. The designer behind, Neha Celly, is the founder of denim design and research atelier Bluehemia, who made her vision come true to create her own fully sustainable, season-less denim label.
She partners with Indian denim mill Arvind Mills, that provides denim industry waste in the form of fiber, yarn, fabric or garments that Celly uses to design her denim looks. "I believe that sustainability doesn’t need to come at the cost of design. In no way should it be less aesthetic or boring,“ the designer says.
Last July, Nece Gene was selected among 15 sustainable designers to take part at (the digital version of) Helsinki Fashion Week.
In the future, different lifestyle products all made from denim scrap will be added: The waste from the collection is further being used to make compressed denim hard tiles used for furniture, jewelry and paper (tree-free).