Advance Denim was founded in 1987 and has the distinction of being the longest-standing denim mill in China. It supplies denim to renowned brands around the globe. The company built its reputation by creating beautiful, inventive denim styles that incorporate technology with timeless indigo dye techniques.

Need for advanced fiber offerings in the denim sector

“Sustainability and innovation have always been one of Advance Denim´s core beliefs. We continue to work closely with our suppliers to apply the latest sustainable fiber technology to fabrics and bring denim products that meet the demand for environmental protection practices while being stylish and comfortable at the same time. Our long-term partner Lenzing shares the same values as us. Denim products that incorporate ‘Tencel’ branded fibers have a specific hand feel and sustainability edge that meet current market needs and have been well received by consumers,” said Amy Wang, General Manager of Advance Denim. The ‘Tencel’ brand, known for its commitment to environmentally friendly fiber solutions and responsible production, introduced matte ‘Tencel’ lyocell fibers in 2021, providing denim manufacturers with both tactile and environmental benefits while maintaining a matte finish on the end product.

Meeting consumer demands with stylistic and sustainable products

A matte finish is often sought out for denim applications as it is often associated with a sophisticated and versatile aesthetic with the goal of creating a more contemporary look, appealing to consumers looking for fashion-forward and modern denim styles. “Matte ‘Tencel’ fibers are an extremely important innovation for the denim sector as they address the need for responsible denim made with less shine for a more vintage look. Many brands are currently looking for styles that meet this criterion while also providing softness and drapability for wide-leg jeans,” summarized Amy. “Investing in fiber innovation to increase the design versatility of our offerings, such as matte ‘Tencel’ fibers, is a top priority for Lenzing, as it helps empower our brand partners in addressing the needs of the growing number of conscious consumers,” added Dennis Hui, Global Business Development Manager, Denim at Lenzing.

As a result, Advance Denim expressed excitement about expanding its partnership with a fiber solutions provider, aiming to collaborate on eco-conscious denim initiatives and setting new industry standards. Furthermore, the growing emphasis on sustainability in the denim industry, with key markets such as China, the United States, and Europe, along with emerging sustainability awareness in Asia, is said to present significant potential for positive environmental impact and consumer appeal.