Bershka, the Spanish casual chain of stores owned by Inditex, recently launched DNM Lab, a temporary store experience hosted in its Milan flagship store on Corso Vittorio Emanuele within the September edition of Milan Design Week. The project was carried ahead as a collaboration with Jeanologia, a specialist in denim treating technology.

Photo: Jeanologia
Bershka DNM Lab presentation at the Milan Store

Photo: Jeanologia
Bershka DNM Lab area
In addition to attracting customers to the store, have them interact directly with the brand and make them feel unique and part of the creative process of their denim item, the initiative was also meant to teach them about a sustainability component of the project. In fact the garments sold for DNM Lab were all from the Bershka Join Life collection made with 100% organic cotton and treated with laser technique, that uses little water, while all the water used for the washing process was filtered, cleaned and entirely recycled for treating other garments.

Photo: Jeanologia
Jeanologia laser customization process preparation
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