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LONDON – At the 2nd London edition of Denim Première Vision (PV), deemed ‘the responsible denim fashion event’, exhibitors played top trumps with sustainability claims designed to pique the interest of those in attendance.

With mounting pressure felt by many in the sector, as interest in other markets such as athleisure gains traction, it appears that a mantra built around sustainability is key for companies looking to stand out – ironically, this was the approach of many at the event hosted in the English capital.

As an industry expert tells Ecotextile News: “Since business is not so good, denim brands are not investing much money on complex, technical and stylistic developments when it comes to new fabrics, looks and effects. The ‘greening’ of their collections allows them to come up with something ‘new’ at a much lower cost, as they expect denim mills to stay cost neutral on ‘green’ initiatives.”

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