#Denim

2025-07-10

Guess Jeans and Jeanologia bring the future of denim to Tokyo

From July 4 to 12, Harajuku, Tokyo’s iconic fashion district, will host “The Next 40 Years of Denim”, an immersive exhibition presented by GUESS to celebrate the past and future of denim. This unique experience blends heritage, innovation, and sustainability to mark the beginning of a new chapter, the era of air.

Already showcased in Florence and Amsterdam, the exhibition now arrives in Tokyo, bringing its global message to one of the world’s most trendsetting cities.

Guess Airwash™, developed by Jeanologia, makes history by replacing traditional stonewashing with air

At the center of this transformation is Guess Airwash™, disruptive technologies developed by Jeanologia that replaces traditional stonewashing. Using air, light, and nanobubbles, it eliminates pumice stones, drastically reduces water consumption, by up to 80%, and avoids harmful chemicals and excessive energy use, while maintaining the iconic authentic denim look.

“We are proud to partner with GUESS in bringing this revolution to Japan,” says Carmen Silla, Marketing Director at Jeanologia. “Guess Airwash™ represents the perfect fusion of fashion, technology, and environmental responsibility. Its arrival in Japan is a milestone in our shared mission to transform the denim industry.”

The exhibition features a live Airwash Lab, offering behind-the-scenes insight into sustainable denim production with Jeanologia’s cutting-edge technologies, laser, e-flow, and G2 ozone. Visitors can also enjoy a customization area, where they receive a denim tote bag to personalize with high-precision laser engraving. Local artists such as Ryota Daimon and A Love Movement add personal touches.

Additionally, the newly opened GUESS flagship store in Shibuya now features Jeanologia’s Nano laser technology, offering in-store customizations with a fast, precise, and eco-friendly process.

“The Next 40 Years of Denim” is more than an exhibition, it’s a statement. It proves that denim can be authentic, creative, and sustainable all at once. And Tokyo, with its forward-thinking spirit, is the perfect place to take the next step.

Jeanologia launches Billy

The new AI extracts precise laser designs from a garment image in minutes, transforming how vintage denim is recreated for production. If Jeanologia’s laser changed the way jeans were made at the end of the last century, its AI now takes the next step: moving from reproducing wear to designing it. / archive photo © 2026 Jeanologia

Jeanologia urges industry to accelerate PP Spray phase-out following ZDHC Watchlist update

Potassium permanganate has officially entered the Chemical Watchlist of the ZDHC Foundation, signaling increased scrutiny and potential phase-out of one of the most hazardous chemicals still used in denim finishing. The inclusion confirms an industry shift that Jeanologia anticipated more than a decade ago.

Jeanologia celebrates its 30th anniversary transforming how jeans are produced worldwide

Jeanologia celebrates its 30th anniversary reaffirming the mission it was born with in 1994, to transform the textile industry into a more sustainable, efficient, and human-centered sector. Three decades later, that vision has become a global reality. Today, more than 40 percent of all jeans produced worldwide are made using technologies developed by the Valencia-based company.

Archroma expands denim possibilities at Kingpins Amsterdam

Archroma, a global leader in specialty chemicals, will present a portfolio of six sustainable denim innovations at Kingpins Amsterdam from April 15-16, 2026. Under the theme “Creating Possibilities in Denim”, the showcase reflects Archroma’s commitment to giving brands and mills solutions that are as commercially compelling as they are environmentally responsible.

ISKO’s denim language at Bluezone

ISKO returns to Bluezone to showcase its latest advancements in denim innovation, presenting a comprehensive overview of its SS27 collection alongside key creative and technological collaborations. At booth C02, ISKO offers visitors an immersive look into how performance, design, and circular thinking are shaping the future of denim.

MUNICH FABRIC START: Between Attitude and Sensuality

The future begins where we reimagine it. After seasons of restraint, Spring.Summer 27 marks a conscious counter-trend: optimism, sensuality, and creative freedom are replacing pragmatism and neutrality. Physical presence and individuality are regaining importance – as a response to uncertainty, exhaustion, and algorithmic predictability. The overarching theme of PLEASURE stands for fashion as an emotional space, as an expression of attitude and cultural reflection. Colours, surfaces, and materials become vehicles for self-confidence and joie de vivre.

New study shows low environmental impact by Cotton made in Africa Organic Cotton from Tanzania

Today, the Aid by Trade Foundation (AbTF) is announcing the results of a comprehensive life-cycle analysis (LCA) for cotton produced in Tanzania under the Cotton made in Africa Organic (CmiA Organic) standard. The study emphasises the small ecological footprint of CmiA Organic verified cotton. This can largely be traced back to the absence of synthetic pesticides, artificial fertilisers, and artificial irrigation. Consequently, CmiA Organic cotton can help the textile industry meet regulatory requirements as well as science-based targets. The results also show that the consequences of climate change threaten the livelihoods of these cotton farmers, even though the type of agriculture they practise barely contributes to climate change.

PERFORMANCE DAYS proves its relevance as the industry’s key meeting point

Held on March 18–19, 2026, PERFORMANCE DAYS once again confirmed its position as a leading international platform for functional textiles. A total of 3.366 trade visitors and around 560 exhibitors gathered in Munich, with the event already kicking off successfully on DAY 0, which received highly positive feedback for its interactive format. Despite challenging conditions caused by the public transport strike in Munich, the event saw strong attendance and a consistently high level of activity across both exhibition days.