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Sapphire denim with Haelixa’s

DNA traceability

Diamond Denim, a subgroup of Sapphire Group Pakistan, has joined hands with Haelixa to promote tracea-
bility and transparency within the denim supply chain. Haelixa offers proprietary and innovative solutions to
physically mark, trace, and authenticate products from producer to retail creating transparency along the
entire supply chain (linear or circular).

The solution can be applied to textiles, gold, diamonds, and other products or raw material. Besides proving
claims related to product origin and production, Haelixa protects brands against counterfeiting by proving the
authenticity and safeguarding the value linked to the brand story, design, processing, and performance.

Diamond Denim is part of the Sapphire Group and one of Pakistan’s leading denim mills and garment
makers. Sapphire established its first spinning unit in 1970, and its denim division was set up in 2014.
Diamond Denim offers vertically integrated solutions from yarn to garments with a strong focus on sustaina-
ble fibers, eco-friendly chemicals, and water savings, leading the way in an industry known to have a high
environmental impact. Diamond has engaged in multiple initiatives to improve and reduce the negative
impact throughout its business.

JCPenney joins The Jeans Redesign

JCPenney, the US retail giant, has joined The Jeans Redesign to promote sustainability. With this move,
JCPenney has joined the campaign, which has already been joined by 94 participants, including major
fashion brands, retailers, garment manufacturers, and fabric mills. JCPenney focuses design and manufac-
turing efforts on durability standards, eco-friendly packaging, increasing organic and recycled fiber content,
and eco-friendly wash programs.

In February 2019, Make Fashion Circular brought together a group of industry experts in an intensive work-
shop to collaboratively test and develop a shared vision of what good looks like for jeans. The result of this
work is a set of Guidelines, co-developed with representatives from brands, manufacturers, fabric mills,
collectors, recyclers, and academics, that define a starting point for the industry to design and produce jeans
following the principles of a circular economy. The Guidelines help organizations make progress, at scale,
towards a circular economy for fashion.

The Jeans Redesign guidelines encourage leading brands, mills, and manufacturers to transform the way
jeans are made. Based on the principles of a circular economy, they are a blueprint for collective action to
scale circular practices. Making jeans that are used more, made to be made again, and made from safe and
recycled or renewable inputs. They are a 'minimum bar,' designed to be regularly reviewed and updated to
ensure they continue to drive the industry forward. The first redesigned jeans were completed in June 2021,
demonstrating that it is possible to create circular jeans today.

September/October 2021