In an era where sustainability is front and center of any business, the imperative is responsibility meets cutting-edge innovation, Birla Cellulose, a relatively young organization and a pioneer in sustainable fiber solutions, reinforced its commitment to sustainability efforts and taking the right decision @ right time by introducing a movement around circular denim, a transformative approach and concept redefining/reimagining/repurposing in some sense @ very foundation of its core philosophy driving our connection with clothing and reshaping the very essence of fashion in the landscape of changing mindsets.
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A sharper view on the things
Fortunately, we still have not left the station with a revolutionary approach to denim production that champions sustainability at the core of it and embodies a holistic philosophy that aptly addresses environmental concerns of the day, ethical considerations, and climate change which is a reality and the evolving dynamics of consumer consciousness which outweighs trade-offs as we are not in a zero-sum game.
The Journey
The journey to circular denim begins with a commitment to sustainable raw materials. Birla Cellulose introduces a groundbreaking initiative, marrying mechanically recycled yarns, comprising:
50% pre or post-consumer waste
50% of Birla's highly sustainable man-made fibers.
This union forms the bedrock of a sustainable revolution.
CREDITS: Birla Cellulose website