“We strongly believe in the importance to focus on sustainable denim production,” commented Gigi Caccia, co-owner of Italdenim and Pure Denim with his sister Ilaria. “Unfortunately, in the last years we had to fight against aggressive low-price competitors and indebtedness caused by strong investment in adequate machinery following new sustainable productive standards,” he explains, while also referring to the closing of their own yarn manufacturing division in 2015.
The Caccia brothers want to rescue Italdenim, the company that continues producing denim for their group, thanks to revenues they will raise through Pure Denim’s new industrial plan. Aim of their operation is to reach again their yearly 8 million meter denim productive capacity.
“Despite the difficulties we had to face, we believe in the importance of sustainable production. We chose the Pure Denim name for our new enterprise as we believe sustainable products will set the future of the market,” continues Caccia. During Kingpins, they showcased a completely new denim collection produced according to new smart and environmentally-friendly techniques.
Among new environmentally-friendly products offered by the newborn company, for instance, there is Smart Denim, a light gray denim that employs an innovative dyeing technique that uses only recycled graphite combined with Kitosan yarn, a bio-based finishing substance derived from crustaceous skin, that requires nor water nor chemicals when finishing denim.
The graphite-based dyeing technique was developed by WRAD (www.wradliving.com), a company co-founded by Matteo Ward, visionary entrepreneur sensitive to sustainable issues and involved in recycling graphite remains from industrial use in partnership with Perpetua, a pencil brand that is 100% made with recycled graphite (www.perpetua.it). The first project employing recycled graphite was the WRAD t-shirt Graphi-Tee that was prized with the Red-Dot Award as the Best of the Best Design Award 2017.
“I think that recycling graphite for dyeing denim, like all our new eco-friendly denim technology are setting the start for a new revolution in this market that we can compare to the birth of the electric car in the car industry,” added Gigi Caccia.