| ||company: Armani|
product: casual clothes
the story: in 1995, Armani worked with a production process certified by the European Oeko-Tex Standard 100 (an organic certification agency) to recycle old jeans into new ones. In 1996/97, they added wool and cross-dyed cotton to their list of recycled textiles.
In order to underline this commitment, in line with EC directives, to creating new ‘industrial ethics’, Armani Jeans took part in the interesting experiment of the Ecomoda event, at the Milan Triennale, which overviews all production policies relating to environmental improvement, energy saving and ecocompatible technological advance. Having laid the foundations for this new fashion thinking, the project expanded by reviving traditional Italian processes and inserting futuristic technologies: from calico, which in the nineteenth century was used to make the sails of boats on the Adriatic, with details, finishes and waxing created according to the rules of period crafted sails, to the ‘new techno fabric’ - polyester obtained from the recycling of plastic bottles, a technique hitherto used only for pile.
That year they added a line of men's and women's clothing made from hemp, a herbaceous plant that grows quickly and takes to dye easier than cotton, reducing the amount of dye needed. Once processed, hemp produces a highly resistant and clean yarn, with a molecular structure, which makes the fabric cool in summer (it absorbs up to 95% of infrared and UVA rays) and warm and comfortable in the winter. It is also the only material whose production cycle is carried out solely in Italy, ensuring total control for consumers.
products: the Armani Jeans collection (denim and hemp trousers, jackets, shirts, etc.) is about fashion which respects the environment, where technology bows to ecology, as the production process aims at saving energy. All processes bear the European Oeko-Tex Standard 100 guarantee, which certifies that health-harming chemical substances are eradicated during production.
sustainability features: the Armani Jeans Ecology Project continues to grow and experiment. Day after day it deals with health, the environment, and fashion. The project started in 1995 and has become more complex and diversified with time. The first step was recycled denim, putting in process an operation for regenerating indigo denim. This included processing the fabric, drying it and freeing it from additives,which prevents the destruction of the materials in the incinerators of public dumps. Not even dyes are used and the colour is that of the previous life of the fabric. This approach was so revolutionary at the time that the following year a pair of Armani jeans was put on display at the Innovations Exhibition at the Science and Technology Museum of Milan.
Armani Jeans has also included a small production range of knitwear in organic cotton, free from chemical synthesis residues (pesticides, antiparasitics) and not genetically engineered. It is part of a fair trade project with Peru and Bolivia to aid an uncorrupted relaunch of the economy of these countries and make a significant contribution to natural farming methods. In the same fields where previously cocaine plants were cultivated, the local population now grows cotton: The Armani Jeans Ecology Project continues to develop and explore.
quote: “Armani Jeans is and will increasingly be aimed at prioritising strategies linked to environmental improvement, with potential for added value for products and consumers without affecting the final price. Our commitment represents a focal point for corporate image and underlines the importance of creating new industrial ethics, to support future market challenges”. [Giorgio Armani]