Herve Denoyelle, Managing Director, The Flax Company, discusses the rising global interest in sustainable flax and hemp fibers and their growing role in the textile industry with TEXtalks. With more than three decades of expertise in the flax and linen industry, Herve Denoyelle leads this enterprise that has become a major player in the global sustainable fiber market. The company has built a strong reputation for its commitment to quality, innovation, and environmental responsibility. It has expanded its global reach, including into emerging markets such as Pakistan, by offering innovative fiber solutions like certified sustainable hemp and recycled linen.
TEXtalks: How has the demand for hemp and linen evolved with the rise of sustainable fashion and textiles?
Herve Denoyelle: Linen has been growing very fast over the last two to three years, with huge demand globally. Hemp demand is increasing steadily as well, though not as quickly as linen. Both fibers are now becoming commodities in the textile market.
TEXtalks: What are some recent innovations at The Flax Company that you would like to share with us?
Herve Denoyelle: We have two key innovations gaining traction. One is Marmara Hemp, which is well-known in Pakistan and is the only sustainable hemp fiber certified at the Cradle to Cradle (C2C) platinum level with a full Life Cycle Assessment (LCA).
The other is Smart Linen, a new product in Pakistan, which is the only Global Recycled Standard (GRS) certified recycled linen fiber available.
TEXtalks: How do you see the future of flax-based textiles evolving over the next 5 to 10 years?
Herve Denoyelle: Flax has shifted from being considered a fashion fiber to becoming a commodity, which supports steady growth. We have seen consistent increases in demand over recent years, and we expect this trend to continue steadily.
TEXtalks: How do you see Pakistan as a potential market, considering its interest in sustainable materials?
Herve Denoyelle: Pakistan is a large and developing market for us, especially in the denim industry and increasingly in home furnishings. However, the domestic market in Pakistan is still emerging compared to India, where much flax fiber is consumed locally.
We see strong potential for growth as sustainability gains more focus here.
For further information, please contact: iTextiles Pvt. Ltd.
