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M&S set high Naveena Denim to

sustainability develop denim fabrics

standards in featuring the new

denim bio-based Dyneema

agreement to develop denim fabrics featuring the new
M&S introduces a new sustainability standard for Monique Leeuwenburgh, head of product technology Naveena Denim, Karachi, Pakistan, has an exclusive
denim that centers on better sourcing cotton, finish- for M&S clothing and home, said, “Denim is a bio-based Dyneema. By adding a small percentage, less
ing, and dyeing. The action plan falls in line with Plan wardrobe staple for our customers, but we know now than 10% of Dyneema to fabrics, the abrasion resistance by
A, the company’s framework for a safer and more more than ever they want style where sustainability is 100%, when compared with 100% cotton denim fabrics.
inclusive workforce, better products, and reduced built in as standard. By taking collaborative action
impact on the environment. with our denim suppliers, we can give our customers Dyneema is an ultra High-molecular-weight polyethylene
the confidence that every pair of M&S jeans they buy (UHMWPE) that is many times stronger than steel and its
According to the standards, all cotton used for all for the family are not only stylish, great quality, and ability to replace steel has, for example, resulted in ropes
M&S clothing will be responsibly sourced. Through fantastic value, but have been responsibly made that have 75% less weight, with all of the advantages that
the Better Cotton Initiative (BCI), the majority helps too.” brings in terms of towing, mooring, anchoring etc. In
farmers reduce their water usage and increase their addition, ropes made from the fiber have ten times the
profits. In the wash process, M&S is reducing its M&S has started switching all denim to more sustain- working life of steel equivalents.
water intake by using technologies by sustainable able indigo dyes, including nearly 50 percent of the
finishing tech firm Jeanologia. M&S is also commit- new range, which also uses 86 percent less water In traditional Dyneema production, the polymer is
ted to switching out standard indigo dyes for cleaner than the industry average for denim finishing and 100 dissolved in a solvent and then spun through spinnerets in
alternatives that are safer for people and the planet percent responsibly sourced cotton. M&S has a proprietary process. Successively, the spun solution is
and require less water and chemicals to produce. brought the new sustainability features to life in its solidified by cooling, which fixes a molecular structure
Spring/Summer marketing campaign. which contains a very low entanglement density of
molecular chains. This structure gives an extremely high
draw ratio and results in the fiber’s extremely high
strength. The solidified fiber has a gel-like appearance
Protective nonwovens for maximum safety amid COVID-19 and contains an almost 100% crystalline structure with
perfectly arranged molecules, which promotes its
extremely high strength, modulus, and other properties.
Piana Group has introduced their patented fiber pending approval by the U.S. Environmental Protec-
treatment technology to provide maximum protection tion Agency. Rashid Iqbal, executive director at Naveena Denim, said,
regarding viruses and microbes. The innovative “We have been partners with DSM since 2015 and
Piana Protection technology enables any textile or Piana Group products are manufactured using together we have produced some of the most durable and
porous surface to be protected with a durable patented, ecologically sound manufacturing process- strong denims for workwear groups and motorcyclists in
antiviral and antibacterial treatment. es and are 100% recyclable, minimizing and reusing Europe and the USA. We share common values when it
waste through its highly transparent, eco-friendly comes to sustainability and sustainability starts with the
The solution relies upon advanced silver chemistry operations in Cartersville, GA, and San Luis, AZ. enhanced durability of the denim.”
and patented Piana fiber treatment processes that Piana Group is the 439-year-old textile company
ensure efficacy within minutes of contact. Independ- known for breakthrough chemical treatment innova- Peto Verdaasdonk, application development specialist at
ent laboratory tests have shown a 99.8% reduction in tions for fiber and nonwoven textiles in automotive, DSM, said, “We are in a unique position because we are
viral activity in the first 30 minutes and 99.995% viral appliance and bedding markets. the only ultra-high molecular weight polyethylene fiber
reduction after one hour. This new technology is produced in the world that is backward integrated. This
highly versatile and will soon be integrated into a Piana Protection fiber technology is currently speci- means we have been able to work with our raw material
host of other consumer products including pillows, fied for use in face masks which are pending final suppliers and arranged that they replace oil-based
mattress toppers, filtration and seating applications. approval by the U.S. Food and Drug Administration materials with renewable feedstock. This further enhances
The proprietary antiviral and antimicrobial solution is and will be available in the market in Spring 2021. the carbon footprint of the fiber.”

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