by John Russel Jones

Bemberg by Asahi Kasei will debut a special smart range of fabrics dedicated to premium denimwear at Pitti Uomo in Milan next week. This collection is possible thanks to a partnership with PureDenim, an Italian company whose decade-long strategy is based on an entire redesign of the production system, inspired by circular economy principles that combines technology and innovative materials in order to offer the highest levels of design, innovation and real responsible values derived from a holistic approach to sustainability.

The Blue di Cupro collection includes seven fabrics, each made with either 100% Bemberg or blended with cotton and/or wool. The fabrics will also be dyed with “Smart Indigo,” an indigo dye technology internally produced by PureDenim, through a chemical-free process. The only elements involved are water, indigo pigments, and electricity. For finishing, the fabrics’ looks and performances are enhanced by “Eco Sonic” ultrasound finishing technology, offering a significant reduction of water use, increased aesthetic features, and controlled discoloration. Finally, every yarn used at PureDenim is protected by NaturalReco a 100% natural product that completely eschews the use of plastic films, one of the key causes of microplastic emission for denim application.

Luigi Caccia, founder of PureDenim with his sister Ilaria Caccia, says “We are a company specialized in the production of sustainable denim. In the last 10 years, we have revolutionized the denim processes with new technologies, natural polymers, and smart fibers in addition to constantly studying new technologies through various businesses. PureDenim has successfully reduced the number of chemicals and water in the process of making jeans and we continually seek to find new opportunities. We have found Bemberg to perfectly fit our philosophy and our commitment to premium solutions in terms of quality and respect for the contemporary consumer, environment, ocean, and animals”.

“We are extremely happy to return to Pitti with a project that speaks of a Bemberg brand new wardrobe application such as smart denim thanks to the great cooperation with PureDenim, a leading smart denim company that shares our values in terms of premium design, smart innovation, and social responsibility. Today more than ever collaboration between companies is fundamental. It is not anymore just about having customers, but about creating partnerships to give customized premium answers to the market. In the last few years, we all have learned that only together we can activate concrete change achieving contemporary targets and success,” says Asahi Kasei Fibers’ Italia Junshu Furusawa. “I am really excited to work in Italy with the Bemberg team to increase the brand value of this amazing material.”

The project, conceived for Pitti Uomo 103, stems from the spirit of Bemberg and fits perfectly into the philosophy of PureDenim, whose mission is to “Make the World a better” place while creating denim that comes from an entire re-design of the production system.

Blue is the new color of Bemberg: In early November 2022, the company announced the achievement of the OK biodegradable MARINE certification at the Blue Friday initiative by UNESCO’s Intergovernmental Oceanographic Commission (IOC). The certification guarantees the biodegradability of its products even in the marine environment, as certified by TÜV AUSTRIA, impacting the amount of microplastics in water. This Bemberg certification comes on top of other key ones such as the INNOVHUB report that confirms Bemberg biodegradability in soil without releasing hazardous substances, the RCS by Textile Exchange, and the Oeko-Tex Standard 100 and ISO 14001 corporate certifications.

The new “Blue di Cupro” product range will be available to the market from January 10th, the first day of the 103rd edition of Pitti Uomo.