M&J Group takes part in the Kingpins China Tour (4-8 September 2017) to show how to measure sustainability.
Selected among the roster of exhibitors at one of the most important denim shows worldwide, the international garment-maker M&J Group aims to expand its share on the Chinese market with the innovations of its Start To Measure applied to the brand-new SS 2019 collection.
Kingpins China Tour touches three important Chinese cities in terms of brands and jeans manufacturers’ presence: Guangzhou (September 4th), Shishi (on the 6th), Hangzhou (on the 8th), featuring a significantly expanded exhibitor roster, more segments of the denim supply chain, education and trend inspiration.
M&J Group is presenting the AW 18/19 collection and a preview of the latest innovations and trends for the SS 2019 collection, with a special focus on printing technologies and new eco-friendly applications on denim: moreover, the whole production will be monitored with Start To Measure, applied for the first time to the entire collection. Start To Measure is the only and real fact-checker on sustainable change, a true cutting-edge technology, entirely developed by M&J Group, that allows to measure in detail the amount of resources used in the garment finishing process. Starting then from a true, in-house sustainable approach, the new collection will merge new print design emphasizing American 50’s classic looks, taking inspiration from the Barbie doll iconic world as well, re-interpreting the allure of an era. This new collection also presents some of the most innovative eco-dyeing used effects, taking a new direction compared to the traditional natural worn look that characterizes the M&J style. The exploration continues with a new universe of laser print effects, with new colors and design combinations of print, embroidery and embellishments that literally make the fabric come to life.
Moreover, novelties for the Chinese market do not end here: the international garment maker is working on a new collection that will be a compendium of all the latest technologies and innovations in terms of resource saving, and of course it will feature Start To Measure technology to improve resource control and implement production processes. A real forward-thinking approach that M&J Group aims to further develop in order to match sustainability with actual industry and consumers needs and demands.
“The Chinese market is a scenario where attention to sustainability, in fashion and not only, is constantly growing and becoming a real driver for the whole community – claims Fabio Adami Dalla Val, HEAD or R&D of M&J Group – and we have the whole potential to emerge as a crucial player on this market, because sustainability and eco-innovations are not only products for us, given that they’re deeply rooted in our approach, in our hearth and soul”.