The international denim market descended upon Shoreditch as the two-day denim trade show was held outside Paris for the first time in 11 years. The overarching sustainability narrative of the exhibition was the Circular Economy, which was showcased by exhibitors and talks, approached through products, services and initiatives.

Key sustainability trends that were evident included ‘responsible denim’, circularity, Cradle to Cradle certification, recycled denim, saving and treating water, low impact trims, laser finishing and customisation.

And we wanted to show our implication with sustainability by promoting our Total Care campaigns and presenting how the process is done.