Reimagining Denim, Responsibly

Anant Ahuja says, enabling low-impact technologies through policy, brands making long-term commitments to traceable sourcing, and manufacturers building innovation ecosystems and not just factories — across the board, we need aligned incentives to make sustainable denim the norm, not the niche.

Denim, as a fabric, resists time. Worn, torn, and reborn across decades, it has become the great equalizer in wardrobes around the world. It has always had enduring appeal, a staple for workers, trendsetters, and everyday wearers alike. But behind its timelessness lies a production process that has been slow to change. Today, that is no longer an option. In a climate-conscious world, the denim industry is being called, and rightly so, to meet a new standard. One defined not just by durability or style, but by environmental responsibility.

Beneath the surface

The production of denim is resource-heavy by design. The average pair of jeans, by some estimates, uses between 3,800 – 11,000 litres of water in its lifecycle. But that number can be misleading and, more importantly, it’s not inevitable.

What we have seen is that with the right mix of intent and technology, those numbers can be brought down drastically. In the garment finishing stage, where denim is treated for texture, colour, and character, water-efficient technologies like ozone washing, e-flow nano-bubbles, and laser abrasion are no longer niche or futuristic. They are commercially viable and already in use, reducing water consumption to under 30 litres per garment in some facilities.

The more advanced systems take this further. Closed-loop processes with Zero Liquid Discharge (ZLD) treat and reuse over 90 per cen of water in denim washing, with some operations achieving as much as 95 per cent recovery. When combined with careful process controls, the net water impact can fall to just 2–3 litres per garment, a fraction of the traditional average.

Of course, water is just one part of the puzzle. But it’s a powerful one. Every litre saved here is a step toward climate resilience, especially in regions where freshwater is increasingly scarce.

Technology is only half the answer

There’s a common tendency to view sustainability through the lens of tools and certifications: install a laser machine, get a label, and assume that compliance equals progress. But real progress goes deeper. It starts with a shift in mindset. At its best, sustainability is not an add-on. It is integrated into everyday decisions, from the chemicals we source to the way we design wash processes. It is reflected in small, consistent actions: training operators on new technologies, collaborating with brands to explore lower-impact finishes, and building feedback into the system.

Transformation doesn’t always look dramatic. Often, it is about steadily reworking the details, process by process, line by line.

Responding to a changing market

Consumer expectations around sustainability have evolved significantly, and encouragingly so. There is growing interest in understanding the full story behind a product, from fibre origin to chemical inputs and traceability. According to Boston Consulting Group, 71 per cent of consumers globally say sustainability matters when choosing apparel, and 38 per cent are already acting on that intent. PwC’s 2024 Voice of the Consumer Survey found that consumers are willing to pay, on average, 9.7 per centmore for sustainably produced goods. Buyers today are seeking clarity backed by data, not just claims.

In response, manufacturers across the industry are going beyond compliance with standards like ZDHC (Zero Discharge of Hazardous Chemicals) and GOTS (Global Organic Textile Standard). We are investing in systems that support transparency and innovation, such as environmental scoring for wash processes, increased use of recycled materials, and pilot programs exploring regenerative cotton and biodegradable elastane.

The drive toward transparency is beyond just doing what is right. It is also becoming central to how business is done. Sustainable practices are increasingly shaping brands’ expectations and becoming essential for long-term partnerships.

The real work is in the scaling

The denim industry has access to a wide range of innovative technologies. The greater challenge lies in scaling them effectively, especially in a sector that depends so deeply on people. Moving toward low-impact production means more than adopting new machines. It involves retraining teams, adjusting production setups, and aligning expectations across the value chain, from apparel manufacturers to buyers.

There is also a critical human dimension to this transition: building and retaining the right skills. For instance, operating a laser finishing machine requires a different kind of training and mindset compared to manual techniques. As the industry continues to evolve, supporting the people behind the process becomes just as important as investing in the technology itself.

A fabric that holds history and possibility

At its core, denim tells a story. It wears uniquely on each person, softens over time, and carries the marks of everyday life. That sense of history is part of its enduring appeal. But honouring the past should not come at the cost of the future.
The challenge now is to preserve what makes denim meaningful while addressing the impact of how it is made. The last few years have shown that change is not only necessary but possible. In many places, that change is already underway.

The task ahead is to build on this momentum and bring better practices into the mainstream. That means governments enabling low-impact technologies through policy, brands making long-term commitments to traceable sourcing, and manufacturers building innovation ecosystems and not just factories — across the board, we need aligned incentives to make sustainable denim the norm, not the niche.

It will take time, effort, and collaboration. But if any fabric has taught us the value of resilience, it is denim.