SHEIN is creating a stir in the denim industry with a fresh strategy that is both environmentally friendly and trendy. Typically, denim manufacturing uses a lot of water for coloring and creating the desired worn-out appearance. However, SHEIN has collaborated with NTX® to adopt Cool Transfer Printing, an innovative technique that completely eliminates the water-intensive processes.
This groundbreaking technology employs a digital printer to immediately mimic the effects of washing denim. Just picture achieving that classic vibe without wasting a single drop of water! In October 2023, Bureau Veritas independently confirmed this impressive achievement, demonstrating a 70.5% decrease in water usage compared to traditional methods.
But the advantages don't end there. Cool Transfer Printing enables designers to unleash their creativity. It opens up a wider range of colors and unique style elements, thus allowing for a stunning variety of denim designs. The magic happens when a digital printer directly applies the selected pattern onto the denim fabric using reactive ink.
SHEIN has seamlessly incorporated this technology into their flexible supply chain, enabling the on-demand production of denim items. This results in a broader selection of fashionable and sustainable denim choices for consumers, all at affordable prices.
SHEIN is consistently pushing the boundaries of innovation to achieve a more sustainable future for fashion. They state, “By reimagining denim production,” they say, “we’re one step closer to reaching our goals.” With this water-saving technology, SHEIN is establishing a new standard for environmentally conscious denim.
